Abstract:

There is greater pressure today than ever to come up with new product innovations faster than the competition, yet the hurdles marketeers must go through to minimise risk have, if anything, increased. This paper explores and reviews one new approach which can short-circuit innovation timetables, bringing together skills and techniques which break the mould. The focus of the paper is on a new interactive approach which partners risk-taking pro-active clients with an experienced agency team and specially trained and selected creative consumers.