How Less Can Often Be More
Marketers often think about how important it is to communicate all of a product’s key benefits to their consumers directly on the pack—using images, colors, logos, words, typography, etc. But very often, this overload of information makes the design extremely complex and difficult to understand.
How to Reach, Engage and Measure Today’s Empowered Consumer
Today, access to information is unprecedented, consumers are empowered to make smarter buying decisions and marketers have amassed immense quantities of data about consumers. Technology has transformed many industries permanently, but perhaps none as much as marketing.
Three Common Causes of Innovation Failure
Looking across thousands of product launches using Nielsen BASES' rich database, we’ve observed three common causes of innovation failure that often don’t get the attention they deserve.
Maximizing Your Brand's Global Growth Potential
When it comes to growth, it’s hard to ignore what we’re seeing in emerging markets. In fact, they’re currently generating two-to four-times the FMCG growth of developed markets. But just because the big picture boasts big opportunity doesn’t mean capitalizing on the right opportunities is...
Best Practices for Launching Durable Goods Innovations
Given today’s competitive landscape, brands that leverage proven go-to-market strategies will likely be more successful than those that simply move forward without careful thought and preparation.
Best Practices for Developing Durable Goods Innovations
Compared with the everyday consumer products we buy frequently, like paper towels and boxed cereal, durables have a much longer shelf life. Items like electric razors, coffee makers and irons fall into this category, and they play key roles in the everyday lives of consumers—yet in much different...
Making Innovation Work: Three Tips for Taking 'Jobs to be Done' from Theory to Practice
What do dental chews for pets, adult incontinence undergarments and sweetened light beer have in common? On the surface, absolutely nothing. A closer look, however, reveals that each solved a specific 'job to be done.'
Driverless Cars Collide with Retail
Saying that driverless cars will have a huge impact on the automotive industry in the next decade is a truism. Saying that driverless cars could also have an equal impact on retail, however, is not.
Perspectives: Fusing Physical and Digital
We’ve gotten used to emphasizing the divide between digital and physical, but it’s quickly disappearing: when digital data about the physical world is comprehensive, real-time and freely available, the physical and digital augment each other.
Why Concepts Should Be Compared to Concepts, Not Products
When testing innovations, it’s risky to ask consumers to compare a new concept against an actual product that they currently purchase. This unbalances the entire evaluation by setting up an unfair comparison.