Innovation: Return to Reality: Consumers and Designers Praise “The Real Thing”. What About Marketeers and Research People?

Richard Bordenave, Michel Ten Donkelaar

This presentation discusses innovation process performance in FMCG and blind spots in the classical research sequence.

Innovation: Return to Reality: Consumers and Designers Praise "The Real Thing". What About Marketeers and Research People?

Richard Bordenave, Michel Ten Donkelaar

INTRODUCTION

When the NPD process ends with "moments of truth"

Many best-practice companies, such as Kraft, have implemented NPD processes to move new product ideas to market. These popular processes (see Cooper, 2001 and Edget, 2005) consist of a series of development stages, with critical gates to prioritize projects, helping management to optimize resources and filter out projects before too much is spent (see figure 1). Teams must typically jump various hurdles (including providing research results)...

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