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* Shopper-led Product and Range Innovation 30/06/2010 *
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Shopper-led Product Innovation  

Optimise your NPD investment by understanding shopper attitudes towards new products

  

IGD research has shown that brands have come under increasing competitive pressure through the economic downturn. Brands have to work harder to keep and attract customers and have to find more creative ways to engage them. However, other IGD research has shown that shoppers do not always give brands credit for product innovation.

New product development is a key area of investment for many retailers and manufacturers. However in many markets, the need to manage costs and reduce complexity is encouraging range rationalisation. This report will explore across five key western European markets (France, Germany, Great Britain, Spain and The Netherlands) what shoppers think of this apparent contradiction, and to what extent they seek out new products?
 
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Shopper-led Product and Range Innovation will help you to:

Optimise your NPD investment

Understand what innovation shoppers give credit to

Prioritise range extensions or break-through innovation for shoppers

Identify the triggers to new product trial and repeat purchase and how shoppers seek ‘new’

Assess the importance of different product developments to shoppers
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Executive summary

  • Key findings
  • Implications

Research objectives and key questions

  • Research methodology

Why the shopper perspective is vital for successful innovation

  • Innovation and recession
  • Innovation and trading relationships
  • Implications

Shopping for new products

  • What approach do British shoppers take to new products when shopping?
  • What approach do shoppers across Europe take to new products when shopping?
  • When did British shoppers last buy a new food or grocery product?
  • When did European shoppers last buy a new food or grocery product?
  • Implications

Communicating new product launches

  • How do British shoppers find out about new products?
  • How do European shoppers find out about new product launches?
  • What prompts British shoppers to buy something new?
  • How do out of store and in-store communication work together?
  • Other factors that influence new product trial
  • Implications

Product features

  • What features attract British shoppers to a new product?
  • What’s the balance between value, values and design among British shoppers?
  • What are the other reasons why some new products succeed, according to British shoppers?
  • Why do some new products fail, according to British shoppers?
  • What features attract European shoppers to a new product?
  • Implications

Industry assessment – British shoppers

  • What kind of new products do British shoppers notice?
  • Which categories are best at new product development?
  • Who’s at the forefront of new product ideas?
  • Implications

Future focus - British Shoppers

  • How should companies focus their innovation?
  • How should retailers manage their range?
  • Implications

Appendix

  • Qualitative research methodology
  • Quantitative research methodology
  • National survey
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ShopperVista logo. Visit the site here

This report is available as part of ShopperVista, IGD’s online Shopper Insight subscription service. To access this research or to find out more, please log-in here
 
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