Failure to Launch is Preventable

Failure to launch is a product problem. The 90% new product failure rate may be a myth. But, debates continue about just how many products fail and how much it costs American companies. Some who study product innovation know the rate is high – potentially double digits and likely more than 50%.

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30 Years of Research Reveals Best Practices in Packaging

30 years’ worth of research data is a lot of information. Recently, I realized after hundreds of studies involving testing package design, the same insights pop up in nearly every project. These insights were true decades ago, and as it turns out, they are still true today.

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Research for Profit and Savings

Traditional thinking in the corporate world often places market research on the “expense” side of the ledger -- or worse, research is seen as a costly, time consuming barrier to program activation. “What any executive really wants to know is, ‘How is research going to...

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A Brand in Full–Part II

As private label brands come of age, they need to behave like their Big Brand cousins even when budgets are slim. That means making each development investment work hard. Voccii has just launched an online quantitative research method – dubbed “Shoptimize.” It costs...

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A Brand in Full

For a long time, private label products seemed to communicate that less is less – the product would be less attractive, less tasty or offer less performance as the trade-off for less cost. Such products were mainstays in essential shelf goods that were basic, but...

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