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How Collaboration Drives Innovation Success
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How Collaboration Drives Innovation Success

Two out of every three front-line CPG professionals rank collaboration as one of the top five most critical factors to innovation success, yet the majority of companies still struggle to collaborate effectively. Why, and how important is collaboration really? Nielsen conducted a study to benchmark collaboration practices and challenges within CPG and to determine the real value of cross-functional collaboration in the innovation process. This report focuses specifically on collaborative ideation in developing the value proposition or product concept, as the concept is a key asset that drives many critical business decisions from formulation to advertising.

Get the Process Right

For this study, Nielsen focused on collaborative ideation in developing the value
proposition or product concept, as the concept is a key asset that drives many critical business decisions from formulation to advertising. Using its optimization technology, Nielsen measured the impact of creative collaboration on a concept’s ability to resonate with consumers.

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How Collaboration Drives Innovation Success

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