---
title: How consumer research can improve product launches and marketing campaigns
description: Most product launches fail. Brands that test, learn, and adapt through real-world experimentation reduce risk, optimize strategies, and drive smarter growth.
---

[blog](https://hello.orchard-insights.com/blog)

# [How consumer research can improve product launches and marketing campaigns](https://hello.orchard-insights.com/blog/how-consumer-research-can-improve-product-launches-marketing-campaigns)

 Written by [Rashed Chowdhury](https://hello.orchard-insights.com/blog/author/rashed-chowdhury) | Jan 30, 2025 10:00:00 PM

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 Too many companies rely on assumptions, outdated methodologies, and limited sample sizes rather than gathering real-world insights from their actual target customers.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](https://www.quirks.com/articles/how-consumer-research-can-improve-product-launches-and-marketing-campaigns), 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](https://orchard-insights.com/who-we-help/researchers/) kind of research. [Read the full article](https://www.quirks.com/articles/how-consumer-research-can-improve-product-launches-and-marketing-campaigns) to explore how brands can bridge the gap between product innovation and in-market success.

[View full post](https://hello.orchard-insights.com/blog/how-consumer-research-can-improve-product-launches-marketing-campaigns)

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