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Our Proprietary Resources

In addition to our unique approach to developing successful innovation, what distinguishes GfK Strategic Innovation is our innovation expertise and thought-leadership and our proprietary resources.

NewProductWorks® (NPW)

NPW, our on-site innovation and product development center, provides insights and inspiration during every step of the innovation process. NPW is:

• A world-class center for defining next generation innovation
• A storehouse of information on consumers, trends, product successes and failures
• A catalyst for creative, successful new product ideation and creation
• Home to the world’s only physical collection of its kind, housing over 110,000 new and historical consumer packaged goods

Integrated into our work, NPW expertise provides a unique view of future opportunities, and helps move client organizations down the path of successful market driven innovation. (more)

The NPW Collection

At NewProductWorks (NPW), we utilize our one-of-a-kind 110,000 piece product Collection to help clients better understand what drives successful innovation, and make their new product development faster, more efficient, and more productive. The Collection is leveraged in both analytical and creative ways throughout the innovation process.

The Collection reflects tracking trends across more than 300 global product categories, and is the result of procuring items from essentially every product in food, beverage, household, health & beauty care, baby care, pet products, etc. (more)

The Innovation Tree

The Innovation Tree^®, GfK Strategic Innovation’s proprietary predictive model of future innovation paths, provides a comprehensive map of potential new innovation space and the dynamics that underlie it. We use the Innovation Tree to identify likely future innovation territory not yet exploited by competitors that a client might capture.

Using resources and expertise housed at NPW, the Innovation Tree is grounded in our tracking and understanding of innovation patterns…patterns that indicate category development and how consumer needs might evolve in the future. The process results in much tighter definitions of space to explore for innovation than any past method. This space is where innovation is most likely to be fruitful, ownable and have a high-potential chance of success. (more)

The GfK Strategic Innovation Difference