Here at VYPR, we’re passionate about technology and its ability to enhance the way we work and deliver products to consumers. Here’s a list of some of our favourite tools and techniques for getting ahead:
Feedly Staying abreast of current news and trends is essential for anyone working in NPD. Luckily thanks to the web it’s now easier than ever to do so. Tools like Feedly allow…
According to McKinsey, 75% of new products fail in their first year. here’s a few thoughts from our consultants on how to avoid the pitfalls:
No clear brief. NPD for NPD’s sake without clearly defining the objectives is a waste of everyone’s time. It’s vital to set a clear plan at the outset, the objectives should include learnings from the previous development. So, planning for next Christmas must start with the take outs from last Christmas.
Losing sight of your end user. This can be easy to do when there are developers, designers, marketers and agencies to please. It is vital to always focus on a clear idea of your core customer and the problem you are helping them solve. Cosmopolitan is a strong global brand with magazines distributed in more than 100 countries but in 1999 they made a rather bizarre decision to brand and sell yogurt. Needless to say, the yoghurt buying public preferred…
Every business is different but successful product performance is dependent on a few simple, yet often overlooked principles. Here’s some of our thoughts on what makes great product performance work.
1. Define the problem your product will solve or the gap in the market it will fill. All successful new products are a response to a consumer problem. Make sure that your idea is something consumers are looking for, rather than innovation for the sake of it. After 250 years in the spirits and beer business, Diageo has recently recognised the opportunity in non-alcoholic drinks…
We recently commissioned some research on market research. A staggering number of respondents (product developers, marketers and retailers) don’t test new products with consumers at all. Many have become disillusioned with traditional market research methodologies (focus groups in fusty box rooms, surveying shoppers in freezing cold fresh food aisles in supermarkets with a clipboard, that sort of thing) for three reasons.