Insights

Content Type

Upsizing, Shrinkflation, Premiumization

Drawing from Nielsen BASES’ history of testing over 200,000 new products and over 40 years of forecasting, we have a clear understanding of consumer demand and the impact that price and package changes have on that demand. Throughout our experience, we have identified a few strategies that have...

Diamonds in the Rough: Navigating the Many Pathways to CPG Success

It’s time to break repetitive cycles of lackluster innovation management. Companies are spending excessive amounts of capital supporting weak products, and it’s clear that CPG companies need better insight into what successful innovations look like before thinking about supporting them with...

The Path to Agile Innovation in a CPG World

Many CPG marketers are looking to use agile innovation, but Nielsen research has found that lifting an approach that works quite well for many technology companies may have less successful outcomes in CPG. To be successful, marketers need to adapt the agile development steps of design,...