85% of new products fail. We think that’s crazy.

At Nielsen, we believe that, although there’s not one single formula for innovating well, there is a repeatable science behind it. There are best-in-class approaches, tools and strategies that successful innovators rely on. Having evaluated thousands of new product launches, with a focus on those that truly break through, we’re inspired to ask: why can’t 85% of innovations succeed rather than fail?

We believe this is possible, but we also know that success requires excelling at every stage of the innovation process, which is no easy feat. Recognizing this, we’ve created a destination to share perspectives and resources for improving innovation, including remarkable brand stories, industry data and best practices to address the full spectrum of innovation challenges.


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Nielsen Launches Faster Concept Testing

3X Faster

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