Is research killing your best new product ideas without you even knowing it? Unless you’re using Kantar TNS, 40% of your innovation decisions could be wrong.

Shareholders give you no thanks for launching a product that attracts most of its volume by poaching customers from the existing franchise, particularly given new introductions typically deliver lower margins than existing products.

David Soulsby, Global Director, Innovation & Product Development, TNS

When you're focusing on pure volume alone