A recent and ongoing study conducted by Zappi makes a very compelling case to continue developing and testing innovation concepts during Covid-19
Our latest thinking and ideas on innovation process, strategy, research and trends. Helping to keep the innovation, marketing and insight community ahead of the curve.
Here are some principles to follow through quant. testing to help unlock the potential of your ground-breaking innovation.
Co-creation for innovation requires a considerable shift in attitude and mindset for it to work effectively…
There’s been a burst of creativity of late as brands are forced to find new proposition territories in order to connect with their consumers’ emotions and stake their claim on reinventing their own category.
6 key principles from agile innovation to speed up the traditional stage gate process.
The sleep aid category is waking up to new innovations. How your brand can win a piece of this growing market.
What is “The Not Normal Issue” and why does it hamstring ideas before they’re even out of ideation?
The most unusual innovations this festive season and 4 ways your brand can get in on the action.
Two characteristics of human nature that mean the most innovative ideas in consumer research often get rejected.
Brands like Dollar Shave Club and Hello Fresh are winning with it, but can a direct-to-consumer subscription work for your brand?
How does “The Herd Effect” cripple the best ideas before they even get out of ideation?
Why innovators can learn a thing or two from P&G’s new Swiffer Continuous Clean.
Six of the most exciting new product launches in the drinks category. From Diageo’s edible straws to Coca-Cola Clear…
Our founder Natalie will be speaking alongside the likes of Facebook, Rightmove and Vodafone.
Licensing can be an innovative brand stretch strategy. Brands such as AT&T, Volvo and Joules show us how.
Product positioning statements are fatally flawed and self-sabotaging. Here are the 3 reasons why.
The plastic packaging problem. Why should brands care? And what are the alternatives?
How to stop the competition jumping on your bandwagon and launching an innovation just like yours.
How to position your product to get a slice of the good for me indulgence trend
Business history is unfortunately plagued with examples of companies that have paid a high price for not innovating (AT&T, Yell, Kodak…). So, what questions should you be asking yourself to avoid missing out?
What if the best form of marketing wasn’t, in fact, marketing? How two game-changing innovations are building brilliant brand equity.
Eco lux is a thing. A big thing. And to miss an opportunity of this size might be considered foolish. So how is your brand going to respond to the challenge?
Disruptive business models are threatening FMCG brands – even those with strong equities.
We expose 5 threats with examples of new-comers that have already side-swiped ubiquitous brands
Why does asking for category experience often not get you an agency who will deliver for you? And what are you really after when asking for category experience?
Why do the established players find it so difficult to develop a new business model or a product/service that is a radical departure from the current market dynamics?
A run-down of the new products that sparked our imaginations this Christmas to get the bauble rolling for 2018’s festive innovations.
Thinking of giving your foodie friends something a little different this Christmas? Then check out our top suggestions of innovative gifts for foodies…
Many of The Grocer New Product Awards winners focus on functional features only. Here’s our top-level analysis of the boxes these products don’t tick…
Here is our checklist of questions you should be asking yourself to set your brand extensions up for the best possible chance of success
Having attended this year’s Beauty Trends Conference, here is our topline synopsis of the key themes and predicted trends in beauty…
Whilst the world of Pharma and Healthcare seems far removed from standard FMCG products, there is actually a lot that could be learned and transferred
6 unexpected examples from established FMCG players to help provoke your innovation thinking…
Explores why the nostalgia trend is happening alongside examples of new launches and tips on how to execute it for range extensions and limited editions
What is the clean eating trend? Where are the opportunities? What has been done so far and what’s next?
Consumers don’t always need new products, they just need better reasons to use existing ones. One way to breath new life into your product without changing it is to add a ritual.
We aren’t all child geniuses but there are 3 things that as fellow innovators we can learn from Elon Musk…
Changing functional and emotional needs of perishable products is paving the way for responsive packaging innovation…
Drinking vinegars are the next incarnation of superfood waiting to be tapped. Here are 3 reasons why you should be jumping on it…
Elitism is not just a political disease; it’s a marketing one also. Let us marketeers take a long, hard look at ourselves…
Spot the latest ingredient trends in categories that provide inspiration for your next innovation…
Here are our 4 top tips to get your senior management team engaged in solving problems with you…
Are you so focussed on the next big product development that you have a blindspot to opportunity gaps which revolve around consumers’ emotional needs?
We explore what governs intuition in the first place and how you can use it for better insight interpretations and marketing decisions…
A great example of a radical innovation as a result of looking beyond the category norms and bridging an unrelated gap in consumers’ lives…
We review the more natural and healthy ways to fuel your ideation participants’ creative efforts…
The test & learn approach can threaten the future success of a newly launched product or service…
In this article we outline three new ways to innovate, how they work and which world-leading organisations are doing it…
Why you shouldn’t hastily rush in to filling an innovation pipeline..
“Me-too” innovations are just fine. It’s about taking what works best and improving on it. It has so many things going for it.
How do you launch an idea that requires a behavioural change from consumers? Here are some simple rules…
Too much research relies on consumers’ conscious, not nearly enough on their feelings. What should you really be looking for?
We all know that innovation can be challenging. The most difficult part is figuring out what kind of ideas you should be coming up with in the first place.
Unfortunately, for those looking to learn something they can apply to their own innovation efforts, the sudden moment of discovery can be very misleading.
Peoples’ creative problem solving abilities come to the fore when we are doing and experimenting rather than talking and planning.
Like death and taxes, commoditisation is a given. So what’s a business to do? Every product and service can be de-commoditised. See what we suggest here…
Consultancies often get called agencies, and agencies often want to behave more like consultancies, so what’s the real difference between the two?
We believe that the key personal attribute of a great innovator is curiosity.
A well researched and executed brand repositioning brings fresh opportunities…
As innovators our purpose, is to create innovation with purpose.
Being able to root out nasty little assumptions in ideas and knowing what to do about them is an innovator’s secret weapon
So using the idea of an ultimate hangover cure we have put it through our 10 Point Optimisation Test.
Helping consumers to experience and feel things when you’re asking for their input on innovation is critical
Smart brand owners have recognised that the key to building consumer loyalty isn’t through a straightforward functional exchange
We look at how you can blend two growing trends together to get game changing brand innovation.
Idealings are little nubs of ideas; unformed utterings; brief moments of inspiration. You need lots of them before getting to a fully fledged idea.
Tips and examples of short-cut health and lifestyle benefits you could offer your consumers via innovating with niche ingredients.
Preserve the potential success of your product or service innovation during the development phase with these 3 simple tips
There has been a recent explosion in high protein innovation on supermarket shelves. What is driving it and how can other brands jump on board?
80% of us are optimists. We do not learn from our mistakes of optimism. This can be dangerous for innovation.
Brand tie-ups are a very efficient way to stretch a brand into new territories.
We explain why and how the power of visual stimulus guarantees rich insights to feed innovation.
Flavour is now adding some excitement to the personal care category too.
We believe that gamification provides the most effective way to reach the subconscious.
Many studies suggest that subtle cues in our physical environment influence creative output.
Finding the next big innovation means having the right consumer insight is critical. Is a research agency the right partner?
Creativity is born from butting up against things and finding ways to make something work in a different way.
When new ideas are born they are often ugly. They’re scary. Great ideas do not come fully formed. They will look very different to how they’ll end up.
Gender innovations stretch brands in new directions, but brands such as Lynx, Porsche and Gillette have done this successfully.
How can we get consumers to see 3 years into the future? Getting consumers to visualise forward thinking innovations is problematic.
Here are 3 types of innovation strategies that can all play a role in ensuring your brand is challenging the category norms.
Brands are starting to realise that their food innovations now need to be wholesome.
Often we find businesses are full of ideas. They just are not given the opportunity to get out.
‘Insight platforms’ are often thought to be the best starting point for ideation.
People tend to think that great NPD is all about changing the actual product …
Innovation funnels need to be constantly revisited, ideas tweaked and kept ahead of the game.
A high scoring innovation concept is taken to market with much expectation, yet it bombs.
Whilst baby food has seen some pack innovation in the last few years, it does seem to be very slow when it comes to …
All too often we see the same vicious cycle of events
We picked up this brave innovation recently, whilst working on a project in Russia and it really inspired us.
Businesses seldom struggle to generate ideas. How do you predict which will be winners?
As only one in ten NPD concepts make it to market, we have to ask: has our perfectionist approach doomed it to failure?
Brainwriting is an idea-generating method that involves everyone in the group equally.
Stevia is the new golden child when it comes to healthy sweeteners
An on-going innovation challenge for breweries is how do you get more women to drink more lager.
Here are 5 things that we believe make up a good innovation strategy
The ‘innovation funnel’ is a widely used method of sifting wheat from chaff.
How often do you see an existing brand take a really big leap forward with a new innovation? Not very.
Now we are seeing increasing scrutiny of toiletries, cosmetics and the chemicals they contain.
The magic special formula boils down to the concoction of four simple ingredients…
The value of having close agency partnerships is unquestionable, but does this make them the best choice for innovation?
Veg is starting to appear in lots of different and unexpected food and drink categories.
Prototyping has long been trumpeted as key to innovation success.
You are in fact not average.
We were discussing in the office…. in this era of globalisation how cultural differences can still vary immensely.
Pilgrims Choice Crumbles is a great little innovation …
At The Strategy Distillery, we worked out long ago that no good product innovation came of looking on the bright side.
Innovative fixture placement can challenge consumer beliefs and help convey a different usage occasion.
Assessing this new grocery innovation The Strategy Distillery reviews the likelihood of success
How to choose a consumer co-creation methodology that is right for your NPD or innovation challenge
The Strategy Distillery shows you how to develop the best possible product claims for a new innovation or NPD.
Many brand repositionings go unnoticed by consumers and are totally ineffective. Here are 3 common mistakes to avoid when looking to reposition your brand
Many brand repositionings go unnoticed by consumers and are totally ineffective.
Identifying and establishing a true core brand belief can be very tricky…
A summary of the key types of consumer co-creation research methodologies.
How to create & identify quick win new product developments to target new consumer segments
How consumer research can uncover much deeper levels of the insight, thought process and decision making…
As an innovation company we regularly encounter a great innovation idea that can’t be launched under a client brand.
This new innovation from Hershey’s meets some true consumer needs and exploits a substantial market gap…
Super concentrated cordials are an emerging trend.
The merits of using real, authentic consumers in co-creating your innovation
Innovation isn’t just coming up with nifty product ideas or disruptive technologies.
The 4 key questions to answer to ensure that your product proposition is geared for innovation success.
Why have Heinz not taken on Colman’s with is new range innovation? We think they have missed a trick.
To innovate successfully, we should learn that we don’t need to have all of the answers…
Has it pushed the ‘so right’ v ‘so wrong’ aspect a step too far with it’s baby rice cake brand extension?
Our tips on how to gain approval of your brand strategy plans and ideas…
Traditional concepts and focus groups are not an effective way to build innovation ideas with consumers.
Every innovation process starts with learning, and learning depends on observing and questioning.
A case study on Amazon – the innovation strategy behind Amazon Fresh and their destiny of success.
The importance of keeping your brand ‘Glocal’
How to get your brand to stand out from the crowd and why emotional positioning is so important
The most common failure of ideation sessions in the innovation process is not that they don’t generate ideas; it’s that they generate the wrong ideas.
The focus group environment encourages respondents to lie rather than tell the truth.
A good brand extension name can be so powerful as to instantly communicate a NPD idea.
It’s all about tailoring a research debrief to maximise its impact and engagement.
Transferwise is exploiting the current vibe of banks being evil dictators…
People think that successful innovation involves new technology and major breakthroughs.
Getting decision makers to key meetings is so influential on whether an innovation project makes it to market or not.
Consumer insight to fuel game changing innovation often results in challenging internal beliefs and behaviours.