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Destination Innovation



85% of new products fail. We think that’s crazy.



At Nielsen, we believe that, although there’s not one single formula for innovating well, there is a repeatable science behind it. There are best-in-class approaches, tools and strategies that successful innovators rely on. Having evaluated thousands of new product launches, with a focus on those that truly break through, we’re inspired to ask: why can’t 85% of innovations succeed rather than fail?

We believe this is possible, but we also know that success requires excelling at every stage of the innovation process, which is no easy feat. Recognizing this, we’ve created a destination to share perspectives and resources for improving innovation, including remarkable brand stories, industry data and best practices to address the full spectrum of innovation challenges.

News Flash

Nielsen launches faster concept testing

Report

If your category is too crowded, expand it with Demand-Drive Innovation

Reports

Innovation Trend Report: The Humanization of Pet Food

Innovation Best Practices White Paper: The Lean Innovation Diet

Innovation Report: Design Audit Series: Wine

Innovation Best Practices Report: How Collaboration Drives Innovation Success

Innovation Trend Watch Report: The Flavor of Innovation

Innovation Trend Watch Report: How “Smart” Products Can Win Over Mainstream Consumers

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