Patience can be a virtue in new product development

Mat LinternGlobal CEO
As a specialist new product development (NPD) research agency, we increasingly hear ‘What do I need to do to get this through Bases?’ – Nielsen’s approach to testing the potential of new products. Unfortunately, as markets mature, all too often the easiest answer is to add buzzwords and broaden the communication to ensure more and more people have something to latch onto. Rambling descriptions promising a ‘clean-eating, great tasting, pro