Ipsos has evaluated over 10,000 new product ideas over the past 20 years. For many of these, there has been an opportunity to observe and analyze the level of in-market success.

In working through this process with a large number of clients whose products and services are wide ranging, we have identified many challenges to the conventional wisdom that often guides decision-making processes for innovation. This paper identifies seven of these and is accompanied by support that illustrates the conclusions that are drawn.