Like a newborn baby, a successful launch needs close handholding: Inducing trial and driving repeat buys will need effective interaction with the consumer at every moment of truth.
Campbell Soup Company's consumer insights team traveled across the country to find out what makes consumers tick. Its findings shaped the company's decision to focus innovation efforts on new consumer groups, new consumer needs and new consumer platforms.
In January 2011, the General Mills Convenience innovation team set out to enter a brand new category while minimizing the time and capital investment needed to do so.
