At Nielsen we know that success is neither magic nor random; it's a science, and those who recognize this fact can consistently improve their innovation outcomes. We know that identifying the right “job to be done”—the key consumer struggle that an innovation will resolve—is the basis for building strong consumer demand, while perfecting the product experience is essential for sustaining and growing this demand. However, developing a product that consumers will love is only half the journey. The other half is launching with excellence so that the innovation has the chance to realize its potential.
No matter how distinctive and promising an innovation, it won’t take flight without strong in-market execution.
As a complement to earlier editions of this report, which have focused on birthing Breakthrough ideas, the 2016 edition focuses on how to maximize the potential of these innovations in market. We explore how our winners have leveraged package design, pricing, in-store execution and advertising to truly remarkable effect. Through these stories and Nielsen’s own innovation research, we’ll continue to deepen our understanding of the science of successful innovation.