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How Research Can Increase the Chances of New Product Success

Agility is becoming the new normal in the FMCG world. More and more companies start to launch their new products as ‘MVPs’ and hope to iterate and improve them in real time. Doing consumer research to iterate and validate NPDs prior to launch is being omitted by many in order to win the speed to market race. In this session, we will talk about the value consumer research could still add when CPG brands pursue an agile approach to their innovations. We will discuss:
Why does it matter to keep a few things in check before the NPDs hit the shelf?
What you need to iterate and validate before launch and what you could explore and improve in the market?
How to approach quantitative research in the agile context: things you can do to keep your results robust without comprise on speed.