Are Concept Databases Leading CPG Marketers to Make the Wrong Decisions?

Knowledge Type: 
Published:  Wed, 14/07/2010

Concept databases can lead CPG Marketers to make the wrong decisions about which of their innovations are destined for success.

Why? Because these databases often do not provide the correct benchmarks to compare new concepts against.

This Point of View describes a new method of concept databasing that transcends country and category limitations and includes only comparisons to products that have been launched, thus enabling marketers to more accurately identify which products will be successful.