|Author(s): Richard Bordenave, Michel Ten Donkelaar
Collection: Innovate 2010
Keywords: Concept Testing, Product Testing
ESOMAR Best Paper Award 2010/2011
|PDF version (download)|
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This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant “touch and feel” stimuli and behavioral research techniques can help solve the paradox of early testing of “the real thing” in a “real context”, with a product that does not yet exist. It reviews “design thinking” good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360° shopper-user understanding.