New product launches: pioneering a new approach to business innovation

Shizuka Pye
Mars, United Kingdom

Marian Sudbury
Harris Interactive, United Kingdom


This paper provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool to build a business case and guide a product launch. With just over a year to launch, a multi stage market research programme was implemented to inform market entry strategy, product design, route to market considerations, and branding and marketing strategy. Ultimately, the research-based strategy helped minimise the very tangible risks of launching a new product in a developing and increasingly competitive category. Much has been written about creativity and its importance in bringing about innovations. What we hope to show here is that it was the synthesis of creativity with structure that made this particular innovation possible.