New Product Development - an MRS conference report

This paper provides a top-line overview of a Market Research Society conference on new product development, which looked at new ways to boost the chances of success when developing new products and brand extensions.

New Product Development - an MRS conference report

John Griffiths

New product development is an awkward blend of ROI imperative and a real risk of failure.

What made the MRS's recent NPD conference so interesting was how the emerging research tools - many online - enable marketers to pick winners more quickly and easily.

Phil Sutcliffe, the conference chair, pointed out how consistently NPD takes the form of line extensions. This is inherently less risky, even though new product ideas - when successful - deliver much bigger numbers.


The first speaker of the day, Claire Nuttall...

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