Why realistic testing prevents innovation failure
Great innovation concepts can still fail in market. Learn how realistic testing in competitive contexts prevents costly failures during development.
SKIM communication experts, Scott Garrison and Paul Janssen, talk about overcoming a negative to maximize consumer interest and appeal in Household and Personal Products Industry magazine.
“Ellen DeGeneres once said, “It makes a big difference in your life when you stay positive[1].” While it may be easy for a comedian or Dory from Finding Nemo to live by this philosophy, the fact of the matter is that sometimes it does rain on our parade. Sometimes it’s not possible to stay positive, even in the realm of marketing communications. Sometimes a brand or product must talk about overcoming a negative to maximize consumer interest and appeal…”
Be the first to receive the latest market research insights, tips from industry peers and exclusive content to help you influence decision behavior.
Great innovation concepts can still fail in market. Learn how realistic testing in competitive contexts prevents costly failures during development.
SKIM named a gold-level pricing consulting leader in 2025 UK rankings—recognized for client impact, expertise, and innovation.
Discover how Alpro create winning sustainability claims that motivate consumers to purchase by connecting to primary choice drivers.
Prevent costly innovation failures and gain a strategic advantage during uncertain times by understanding audience habits first.