How consumer research can improve product launches and marketing campaigns

The high failure rate of new product launches is a glaring issue across industries. Less than 3% of new CPG products succeed, and outside of CPG, the numbers are even worse—95% of new products fail every year, and 93% of startups fold within their first three years. Why? A major culprit is the lack of thorough and effective consumer research. Too many companies rely on assumptions, outdated methodologies, and limited sample sizes rather than gathering real-world insights from their actual target customers.

In an article for Quirk’s Media, we explore the cost of ignoring consumer research and strategies for conducting proper consumer research to ensure a successful product launch.

What insights you'll learn:

• The staggering failure rates of new product launches and what’s driving them
• How major brands like Tropicana, Coca-Cola, and Google have suffered from poor consumer research
• The shortcomings of traditional survey-based research and why it leads to misleading data
• How behavioral and observational research provide more accurate insights
• The importance of testing in real-world digital environments to capture authentic consumer behavior
• Why broadening concept testing is crucial for identifying winning ideas
• How better consumer research leads to more successful product launches, stronger retail partnerships, and more effective marketing campaigns

The key to market success isn’t just conducting research, it’s conducting the right kind of research. Read the full article to explore how brands can bridge the gap between product innovation and in-market success.