Every innovation starts with an idea. However, our experience shows that it is very difficult to come up with successful innovations, while only 2 percent of ideas are actually sustainable in China.
Nielsen has foresight, and has a proprietary service to screen ideas at inception to help you prioritize ideas for faster decision making and bringing better initiatives to market. Our analysis focuses on the core factors that underpin the foundational strength of an initiative—factors that we use to determine whether you should continue developing the initiative.
We provide you a forum for broadening and stretching your imagination to enable testing ideas economically. We also provide insight into everything that matters to consumers, helping ensure that your initiatives are aligned with consumer needs and desires to ensure strong performance after launch.