With sluggish sales growth across the consumer goods landscape, brands know that they have to innovate better—and make every dollar count. In fact, fewer than 1% of new products deliver $50 million in revenue in their first year, so it's no wonder that companies are becoming increasingly thoughtful about their spending. They're asking, "what exactly is the impact of consumer research on innovation?"
To find out, Nielsen recently tested the effectiveness of evolutionary optimization, a common method for evaluating and refining new product ideas. The "Transform Research into Revenue" report provides more detail on this approach and its return on investment.