Two out of every three "front line" CPG professionals rank collaboration as one of the top five most critical factors to innovation success, yet the majority of companies still struggle to collaborate effectively. Why, and how important is collaboration really? Nielsen conducted a study to benchmark collaboration practices and challenges within CPG and to determine the real value of cross-functional collaboration in the innovation process. This report focuses specifically on collaborative ideation in developing the value proposition or product concept, as the concept is a key asset that drives many critical business decisions from formulation to advertising.
How collaborative ideation can improve the performance of new products
The current state of collaboration within CPG companies
Major barriers to collaboration, and how teams should be structured to collaborate more effectively
*Includes data from 2000 U.S. consumers, ages 18 - 54.