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Profil
Påmeldingsdato: 4. des. 2024
Om
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.
Oversikt
E-postadresse
martin.hellich@dvj-insights.com
Innlegg (14)
11. nov. 2025 ∙ 3 min
A Plea for Consistency – How CEPs Should Be Framed More Broadly
The Imbalanced Embrace Few concepts have captured the marketing world’s imagination quite like Category Entry Points (CEPs). Introduced by the Ehrenberg-Bass Institute through ‘How Brands Grow’, CEPs provide a powerful way to understand how and when consumers access categories in their minds – the moments of need that trigger brand recall and choice.
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7. okt. 2025 ∙ 4 min
The Strategic Dimension of Screening Innovative Ideas
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 new congestion...
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9. sep. 2025 ∙ 3 min
Cracking The Code - The Metrics That Predict Market Success Of Concepts
Discover which predictive metrics for market success outperform purchase intention. Learn how DVJ validation reveals stronger KPIs for innovation impact.
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4. aug. 2025 ∙ 4 min
Looking Just Good - Or How Not To Test Innovations
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 work with greater...
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7. juli 2025 ∙ 4 min
How to be Precise in Pricing
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 to change that.
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16. juni 2025 ∙ 2 min
How to Benchmark Innovations in the Age of Abundance
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 face as humans.
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21. mai 2025 ∙ 3 min
What's The Best Way to Innovate? A Comparative Look at Human and Gen-AI-Driven Product Development
The Twin Goals of Innovation: Effectiveness and Efficiency Innovation has long been one of the hottest debated topics in business. With...
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15. apr. 2025 ∙ 3 min
Closer to reality - how to set the course for your new product ideas
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 break through the...
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18. mars 2025 ∙ 4 min
Compose for Success: How to Solve the Optimisation Challenge
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 even the smallest...
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18. feb. 2025 ∙ 4 min
Are Benchmarks and Diagnostics in Pack Research Dead?
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 representation, there...
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28. jan. 2025 ∙ 6 min
Closing the Gap Between an Abundance of Innovative Ideas and Limited Resources to Manage
The Explosion of Ideas "Everything that can be invented has already been invented." This famous quote—although mistakenly attributed to...
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16. des. 2024 ∙ 3 min
Balancing demand and supply in White Space Seeking
Gaining a competitive edge by identifying white spaces In a market where product differentiation is narrowing, competitors accelerate...
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11. nov. 2024 ∙ 4 min
Closer to the people – How to improve the validation of Jobs-to-be-Done
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.
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14. okt. 2024 ∙ 3 min
In search of a profitable path – Why volumetric models should also consider strategic options
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. So far, so good.
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