Successful product innovation is hard. That much is obvious given the small proportion of new products launched every year that don’t end up falling by the wayside. But standing still isn’t an option either. So how can you increase the chances of success?
One way is to develop a clear process that directs how you go about finding new opportunities and developing ideas around them, utilising all the expertise at your disposal across the business, including, but not limited to, the teams in insights, innovation and R&D.
Identifying unmet consumer needs and occasions is at the heart of product innovation,...