Joan Treistman

BrainTrust Query: Reinventing Innovation Processes is About Behavior

January 25, 2012

FROM RETAILWIRE:
With 80 percent of new products failing and with most of the breakthroughs actually being line extensions, the CPG approach to innovation is broken and must be reinvented. BrainTrust panelist Joel Rubinson proposes five principles around which we can reinvent the innovation process. Should a more behavioral approach be used to drive new product idea generation and testing for new product decisions?      [more...]

Most of the research I conduct is behavioral so I want to agree with Joel 100%. However, in the spirit of full disclosure, I think there is something to be said for creating "context" when behavior is not accessible. Creating a framework that simulates where the decision is made...or triggers that same environment can suffice. Tradeoffs are virtuous when budgets and timing are high priorities. And then we have several research options that can provide dependable outcomes.