Innovation

Using insights to drive innovation

Insights are the raw material that helps us make to good decisions; the kind of decisions that lead to a successful product. Read more

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Disruptors: The CPG challenge

In our ‘Disruptors’ webinar series, we look at industries undergoing major changes, inviting experts to explain key trends and what insights and intelligence professionals can do to tackle them. Here, we concentrate on the CPG industry. From in-home deliveries to fast-growing “challenger brand” startups, the Consumer Packaged Goods industry is facing tremendous amounts of disruption….

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Restructure your knowledge: spend more time on consumer insight-based innovation

Successful product innovation at its best is rooted in consumer insight. Typically, agencies offer workshops to show how to uncover consumer insights that work as the springboard for idea generation of new products. These workshops are set up to systematically help researchers and marketers gain an overview of the latest knowledge on specific targets and…

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The time is now for insights ROI

For any decision-maker working with a marketing insight platform, the returns are self-evident.  Automation of marketing and insights workflows mean faster decisions, while easy access to insights, when those decisions are being made make them more effective because they are customer-centric. Insights ROI leads to an immediate business impact.  Over the last few years, Market…

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Sjoerd Koornstra: the research that really drives growth

If you want to understand market research today, ask Sjoerd Koornstra. Formerly Global Consumer Market Insights (CMI) Planner at Heineken International, Sjoerd earned his expertise over three decades at the company, structuring and steering market research worldwide in the pursuit of excellence. Recognized by Market Logic Software as an innovation fellow for his contribution to…

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Improve innovation success by learning from past concept tests

“In the past, concept tests were always seen as disposable – ‘okay, this concept didn’t work, so let’s get rid of it and move on to something else.’ Five years later, a new brand manager proposes what they think is a ‘new’ concept without knowing it was discarded in the past. Even worse, there’s no…

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