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Nielsen: Winners of the Breakthrough Innovation Award 2014 left aside preconceptions about innovating
Patricia Molina| 30 de junio de 2014
Based on studies of more than 17,000 new product launches in the last three years, Nielsen states that innovation is a matter of method rather than luck. To innovate successfully it is necessary to understand the end consumer, identify unmet needs and develop products to fill that void.With these criteria in mind, Nielsen studied over 3,400 products launched in 2012 to select the winners of the {Breakthrough Innovation Awards 2014;http://www.nielsen.com/us/en/press-room/2014/nielsen-announces-2014-us-breakthrough-innovation-award-winners.html}. In total, 14 participants met the standards of distinctiveness, relevance and capacity to win top honors.Winners, implicitly or explicitly, innovated based on the needs of consumers, aware of that real innovation seeks to solve problems and meets needs. So, who triumphed in the Nielsen awards set aside preconceptions and allowed consumers define innovation.In this sense, Barry Calpino, Krafts VP Innovation, explained that the company abandoned its traditional innovation process, designed by external engineers, and replaced it with a process that considers users and includes marketers, who currently manage innovation projects in the company.The winning proposals in the Breakthrough Innovation 2014 went beyond implementation and focused not only on funding. They took into account the specific unmet needs in the lives of consumers and treated innovation as a management discipline.
