When the Most Promising Waters Turn Red You may be familiar with the “football theory of inflation,” an analogy introduced by economist William Nordhaus. It describes how spectators stand up to gain a better view, prompting others to follow suit, until eventually everyone is standing. No one’s view has improved, yet everyone is less comfortable. A similar effect can be seen in traffic jams: when navigation systems recommend the same detour, too many drivers take it, creating

Taylors of Harrogate, the family-owned company behind the UK’s number one tea brand, Yorkshire Tea, sells tea and coffee in 50 countries...

Managing hundreds of SKUs with a lean team might sound like a logistical nightmare to some, but for Aleks Fiege, Marketing Director at...

Discover which predictive metrics for market success outperform purchase intention. Learn how DVJ validation reveals stronger KPIs for innovation impact.

The ''Democratisation'' of Market Research - A Force for Good or a Step Too Far? The process of testing innovative ideas or concepts has become remarkably accessible, so much so that it may seem that virtually anyone can do it. With just a few keystrokes, users can identify an online testing platform, upload stimulus materials, configure a few parameters, and receive results shortly thereafter. This ease of access has undeniably empowered innovation teams, allowing them to wo

When we talk about successful marketing strategies, price management often sits in the background, rarely discussed with the intensity it deserves. Yet pricing is arguably the most powerful and immediate lever in the marketer’s toolkit. Set it too high, and customers walk away. Set it too low, and you erode profitability and limit your ability to reinvest in growth. Despite this, pricing tends to receive significantly less attention than other marketing activities. It's time

Stressed Senses, Flooded Brain and Limited Exposure The modern shopper is exposed to an overwhelming number of options, between 20,000 and 40,000 SKUs in a typical grocery store, and up to 200,000 in a home improvement store. Yet how many of these do we truly recognise or recall? Unless you work in the industry, it’s likely you’ll recognise less than 10%, possibly even below 1%. This is a result of both limited exposure as a shopper and the natural cognitive constraints we fa

The challenge of breaking through with new products Think back to your recent grocery shopping trips: If your answers suggest that only a small fraction of new products stood out to you, you’re not alone. Many consumers navigate stores in "automatic mode," overwhelmed by the sheer volume of options – which easily can be around 30.000 SKUs (stock keeping units) compared to only around 300 articles a shopper stores at home. So, the reality is that most new products struggle to

As a subsidiary of the Otto Group, one of the world's largest retail and e-commerce companies, Otto is a leading e-commerce platform...

Tighter Competition Demands Better Preparation for Success In sports, competition is becoming increasingly intense, with athletes separated by mere milliseconds or millimetres. Success is no longer achieved by optimising just a few aspects of preparation — it now requires a holistic approach encompassing physical training, nutrition and hydration, mental preparation, performance analysis, rest, recovery and many more. Some athletes go to extraordinary lengths, focusing on eve

It's The Looks Stupid While inner values often take precedence over physical appearance—especially in the long run—it’s not a question of either-or. Both are crucial, and their interplay determines lasting success. What holds true for human relationships applies equally to products. A product’s inner values—its taste, functional benefits, comfort, or performance—are essential for building long-term relationships like brand loyalty. However, without an appealing physical repre

The Explosion of Ideas "Everything that can be invented has already been invented."  This famous quote—although mistakenly attributed to...

Gaining a competitive edge by identifying white spaces In a market where product differentiation is narrowing, competitors accelerate...

In an insightful conversation with Michael Jansen, Head of Marketing Ventilation Solutions at Zehnder, we explore how this leading brand of ventilation solutions is navigating the challenges of an evolving market. Zehnder is a company known for creating innovative systems that ensure healthy indoor air quality, focusing on customer-centric innovation and digitalisation to stay ahead.

Innovation Management with Jobs-to-be-done “ People don’t want a 1/4 inch drill; they want a 1/4 inch hole “. This famous quote by Theodore Levitt in 1962 shifted the focus of innovation from the products themselves to the jobs that customers are trying to accomplish, transforming the way companies think about product development.

Innovation and brand growth are vital to long-term business success, especially in a competitive global market. In our recent interview, Yasushi Kusume, Innovation & Creative Manager at IKEA of Sweden AB and an author, shared his insights on how companies can foster innovation and build stronger emotional connections with their customers. Drawing from nearly 40 years of experience in product design and brand management, Yasushi discusses several key concepts, including the Th

Optimised for a No-Go Consider a product manager tasked with launching a new product in a specific country. With a clear understanding of responsibilities and marketing options, the manager carefully assesses all available tactics. After conducting thorough research and predictive modelling based on an optimal mix of marketing variables—such as price, packaging, and communication strategy—the data reveals significant market potential in terms of buyers and purchase frequency.