Innovation: return to reality

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Author(s): Richard Bordenave, Michel Ten Donkelaar
Collection: Innovate 2010
Keywords: Concept Testing, Product Testing

ESOMAR Best Paper Award 2010/2011
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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.




Date of publication: 16.11.2010
ISBN: 92-831-0247-9
Order Code: 56365_10
Number of pages: 20

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