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

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...

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