Innovation and NPD that hits the mark, first time

At Reach, we work in a unique way to ensure that new product launches are a resounding success. How? We collaborate with consumers right at the start of a project to find out where a product will sit most interestingly in their minds. This also helps us find the best way to position a product, both within a category and within a brand’s architecture.

A.G. Lafley, former CEO of Procter and Gamble, had no doubts about the importance of consumer co-creation: “You have to innovate with the customer, involve the customer early in the innovation process and keep him/her involved, co-creating and co-designing with you throughout.”

Co-creation and the NPD process

We want consumers to get to grips with new ideas quickly and realistically. In order for them to do this, the trick is to show them the future visually, and in an interesting and engaging manner.

Once consumers understand the potential of a concept, we work with them to deconstruct it – then improve and refine. It’s a highly in-depth process that enables us to uncover the factors that are critical to a product’s success, fast.

Our NPD workshops and consumer brainstorming sessions can help at any stage of the innovation process – from initial idea generation to maximising a product’s reasons to believe.

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