The breakthrough innovation report

Introduction

Innovation holds a near-mythical status in the marketing world. Rare, elusive, unpredictable — innovation nevertheless remains an engine of sustained profitable growth. Innovation is mission-critical and difficult; it is also expensive: in the US, first-year marketing expenditures alone average $15 millioni per initiative.

Given these baseline conditions, figuring out how to improve the odds of success is both a strategic and financial imperative.

For decades, Nielsen has served as a partner and advisor to many of the world's best consumer-facing firms. It is our job to arm companies with information, insights and expertise to launch successful new products. If there is one overarching lesson in this work, it is that successful innovation defies quick fixes, simple solutions, or formulaic reduction. Successful innovation is a journey of learning and ongoing improvement. The Breakthrough Innovation Report reflects our desire to share our experience and enhance the quest for successful innovation and profitable growth.

Objectives and approach