Few places epitomize the fundamental problem with the universal innovation process as clearly as new product development in consumer packaged goods companies. A new product pipeline is critical for success, yet for decades has been based on the test-iterate approach to innovation. Born of necessity due to the limited capacity of traditional concept testing, this serial development method prolongs the innovation process, encourages only incremental progress, and results in notoriously high failure rates.

This has changed for many consumer product companies that have adopted evolutionary optimization in their product development process. Product concepts range from line extensions to complete product lines and even new product categories. Now, with Affinnova, companies can streamline the process, improve their success rates and launch bigger businesses. Marketers can spend more energy on upfront ideation knowing they can vet the whole space to find the highest potential product concept. Since all ideas are considered, the full breadth of their consumer understanding is utilized.

With IDDEA II, they also know how well their optimized ideas stack up against current products and key competitors, which brings incredible clarity to advance-or-stop decisions