From inspiration to the shopping cart: qualitative at the heart of NPD
Anjali PuriClient Services, ACNielsen ORG-MARG, India
Shashikala RajUnited Spirits Limited, India
INTRODUCTION
Successful NPD is one of the foremost challenges that the marketing fraternity grapples with today. Always an uncertain territory, it has become even more of a battle in the present context, with a fatigued consumer overloaded with sameness. An attempt to get the consumer's attention in this crowded space has increasingly led to NPD efforts that have an exaggerated focus on the 'radical' and 'cutting edge'.
'Innovation' and 'out-of-the-box-thinking' are buzzwords in any client...