ARF Annual Conference Day Three: Wrigley uses research for innovation; P&G moves from asking to listening

Geoffrey Precourt

Reporting from the Advertising Research Foundation's annual Re:think convention, WARC Online's U.S. editor Geoffrey Precourt outlines the key sessions from day three.

ARF Annual Conference Day ThreeWrigley uses research for innovation; P&G moves from asking to listening

Geoffrey PrecourtWARC Online

The number of new consumer products in 1991 was 54,400; in 2008, this figure had increased to 75,069. But 7% of those 1991 product offerings were completely original. In 2008, that innovation factor had dropped to 1.3 percent.

The difference, according to Phil Roos, managing director of the Arbor Strategy Group at GfK Strategic Innovation, is that 21st Century new-product introductions often are not "never-seen-that-before" breakthroughs but, more often, work that has been seeded in customers' minds by other innovators...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands