Insights

Content Type

Uncommon Sense: Making Innovation Success Predictable

Most of the customer data companies gather about innovation is structured to show correlations rather than causations. Yet after decades of watching great companies do poorly at innovation, we’ve come to the conclusion that the focus on correlation is taking firms in the wrong direction.

Nielsen TV: Product Innovation and Jobs Theory

What causes a consumer to pull a product into their lives? Simply put, we bring a product into our lives because it meets a need or desire. That’s the crux of Jobs Theory: doing a job that needs to be done.

Uncommon Sense: Analytic Marketplaces

Today, the enterprise needs a big data warehouse that combines on-premise and in-the-cloud datasets into a comprehensive view of its business and the environment in which it operates.