Innovate for Growth

We all know how important innovation is to drive growth in consumer products companies. However, less than 0.5% of all new products that launch achieve enduring breakthrough performance. How do you rise to the top?

Nielsen helps you consistently achieve better innovation outcomes, faster and more efficiently. We offer solutions for every stage of the innovation process—from identifying profitable unmet opportunities and screening and optimizing concepts to testing products and package designs, accurately forecasting sales and optimizing pricing and product line assortment.

We bring you more than 35 years of BASES heritage as the gold standard in forecasting and predicting in-market success, an extensive database of success norms based on 200,000 global tests and 2,000 validations and consistent methodology and harmonization across 68 markets. Through our acquisition of Affinnova, these benefits are now enhanced by industry-leading collaboration and optimization tools, and a modern, fast, all-digital platform– all to help you make smarter decisions.

Our approach:

• Identify profitable unmet opportunities with The Cambridge Group.
• Optimize initiatives, evaluate the likelihood of in-market success and forecast within 9% accuracy of year one sales with our industry leading BASES solutions.
• Find the best concept and package design for your product by evaluating and testing countless options simultaneously with Nielsen Optimizer. Our optimized concepts perform 4.4x better.
• Understand if your current packaging is helping or hurt your product and develop better package designs quickly using Nielsen Category Design Audit and Nielsen Design Navigator.
• Ensure you’ve got the right products on shelf at the right price with Assortment & Shelf and Trade Promotions.
• Understand consumers’ subconscious to see how they respond to new product concepts and packaging with Consumer Neuroscience.