'HotHouse' Promises to Aid Innovation

Consumer strategist, author, and InsightFarm Principal Kelley Styring has teamed up with MR firm C&R Research to offer the InsightFarm Innovation HotHouse, billed as a more cost-effective method for marketers to determine the potential success of their latest innovations.

The HotHouse monitors and measures consumer awareness of new products in the marketplace, assesses them against key success criteria and benchmark cases, and advises on making the best of launches. Budget-conscious clients will be tempted by a price of just $5,500 for study participation for one product and $2,500 for additional products.

Styring worked in MR, strategy and insight roles for Procter & Gamble and PepsiCo's Frito-Lay before starting Oregon-based consultancy InsightFarm (www.insightfarm.com ) in 2003. Her recent publications In Your Purse: Archaeology of the American Handbag and forthcoming What's In Your Car: Road Trip through the American Automobile have been widely covered in the global press.

She comments: 'Innovations come and go. Some explode on the scene and then disappear, while others unfold in a slow burn and become part of our everyday lives. The daunting question marketers always face is: Why is one product hot and one product not? With the InsightFarm Innovation HotHouse, we've created a system for identifying those hot innovations, understanding the criteria that make them so successful and then analyzing how our customers' products or concepts compare to them.'

C&R SVP Lisa Doyle adds: 'We're focused on helping innovators engage with consumers and improve their product development process in a unique, consumer-based, efficient way. The HotHouse can tell you what's working, what's not, and make recommendations on how you can make your innovation more successful.'

C&R, which runs a number of specialized divisions for specific demographics - KidzEyes, TeensEyes, MomsEyes, LatinoEyes, BoomerEyes and ShopperEyes, is online at www.crresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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