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Martin Hellich

Writer

Global Head of Innovation

Profile

Join date: Dec 4, 2024

About

Martin Hellich serves as the Global Head of Innovation at DVJ Insights, partnering with clients to drive the commercial success of their innovation initiatives. With innovation at the core of his expertise, Martin also leads efforts to advance the field of innovation research, continuously pushing boundaries to deliver cutting-edge solutions. Combining his enthusiasm for research, analytics, technology, and consulting, Martin collaborates with specialists to develop tailored solutions and practical recommendations for businesses. He enjoys bringing together diverse expertise to address challenges and uncover opportunities. With nearly 25 years of experience in various roles across professional services, Martin regularly shares his perspectives through publications and industry events, contributing to discussions on innovation and related topics.

Overview

Email address

martin.hellich@dvj-insights.com

LinkedIn

https://www.linkedin.com/in/martin-hellich/

Posts (25)

Apr 27, 2026 ∙ 3 min

Preference-based Segmentation: When Products Do the Segmentation

In a recent article, I argued that there is no such thing as a “right” or “wrong” segmentation — only those that are more or less useful for marketing. That point is worth reiterating. Because it leads to a second, equally important conclusion: There is no single best way to segment a market. The right segmentation depends entirely on the decisions it is meant to inform. Or, put differently: segmentation is not a model. It is a tool. And like any tool, its value lies in how well it fits the job.

Apr 21, 2026 ∙ 5 min

Distribution Is Not An Afterthought - It's Part Of The Product Launch Strategy And About Whether Brands Grow

The Uncomfortable Truth: A Great Product Is Not Enough There is a widely held belief in product development: if you carefully craft a product – optimise its features, sharpen its proposition, fine-tune pricing and packaging – you are setting yourself up for success. And to a certain extent, that’s true. Robust product development processes –rooted in consumer insights, concept testing, iterative design optimisation, etc. – are indeed a necessary condition for success. They maximise the...

Apr 13, 2026 ∙ 3 min

Re-engineering Growth: Why The Next Big Thing Doesn't Have To Be New

At our last week’s Brand Growth Event, Mark Ritson made a point that should have landed harder than it probably did: Category is the number one driver of brand growth. Product, he argued, still matters enormously — but not in the way many organisations assume. It’s less often about constant new product development (NPD) and many times more about existing product improvement (EPI). That distinction is more than semantics. It points to a fundamentally different way of thinking about growth —...

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