Innovation & product development
TNS is a leading provider of innovation and product development research, offering clients a complete innovation journey, from opportunity identification through concept/product development, and ultimately product launch.
Our approach is based on a set of fundamental principles that are vital in bringing great ideas to market faster, while managing the risk at every stage of the innovation process.
TNS Point of View
Launching winning new products is a crucial route to business growth. However, failure rates are higher than ever and big ideas are hard to come by. Spotting obvious winners isn’t hard, but throwing away more genuinely innovative ideas is easy too. We believe that our fresh perspective and proven approach will help clients change this paradigm:
Innovation success comes from knowing what to look for in a successful idea and also knowing where to look for it in the first place.
Knowing what to look for
Our 75 years of innovation expertise have shown us that three critical factors influence long term potential for a new product or service:
- Clarity: a clear, recognizable point of difference
- Relevance: a point of difference that provides a relevant benefit
- Excitement: a benefit exciting enough to overcome barriers to trial and usage
Excitement is the most crucial of these three factors: it can dramatically accelerate trial and repeat of a new product or service by generating word of mouth, especially among consumers that are key influencers.
Knowing where to look
Our global database of over 60,000 cases shows that consumers get excited by ideas that address a genuine need. An in-depth understanding of consumers’ needs, occasion requirements and market conditions is therefore essential in uncovering breakthrough opportunities and prioritizing resources behind exciting and winning concepts.
Each step in the research process informs the next, using validated key metrics to optimize the chance of success and implement the changes necessary to improve ideas throughout the process.
We treat innovation as a connected journey to ensure that the consumer insight lying at the heart of your idea is kept alive right through to launch.