Abstract:

This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant 'touch and feel' stimuli and behavioral research techniques can help solve the paradox of early testing of 'the real thing' in a 'real context' with a product that does not yet exist. It reviews 'design thinking' good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360° shopper-user understanding.