Incite Marketing Planning emphasizes the importance of innovation rooted in strong consumer insights to achieve long-term success in a competitive marketplace. They advocate for a tailored approach that combines qualitative and quantitative research to identify unmet needs and drive successful innovation from idea to launch. Their expertise lies in optimizing propositions and navigating internal processes to enhance the chances of innovation success.

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Why use Incite?
Innovation
But in a crowded marketplace filled with sophisticated and demanding consumers,
it’s harder than ever before to identify and deliver innovation that offers real value.
To provide long-term success, it’s crucial that innovation is based on strong insights.
Whether your brand wants to tactically exploit new opportunities with promotions or
strategically harness white space growth opportunities, we can objectively interrogate
ideas before they are taken to market. Even so, a powerful insight alone is no
guarantee of success; we also ensure it is correctly positioned, communicated and
able to change underlying consumer behaviour for maximum commercial impact.
Our point of view
Adapt:
Innovation must adapt to different markets, categories and situations. In some categories
innovation must be rapid and reactive, while in others it must be based on deep and resonant
insights to justify the time and investment needed.
Combine:
Innovation must combine both qualitative and quantitative research with deep market
knowledge and sound commercial sense to be most successful. When these insights
are blended together, the value of the whole is far greater than the sum of its parts.
Interrogate insights:
Successful innovation relies on finding unmet needs and understanding attitudes. Qualitative
work with consumers is essential to observe, challenge and clarify tension points and coping
mechanisms to judge whether an insight is strong enough to drive long-term demand.
We tailor our approach
Our multi-disciplined team seamlessly integrates qualitative and quantitative
research knowledge with wider market understanding to drive successful
innovation. We build clear recommendations focused on realistic commercial
outcomes and take a nuanced, bespoke approach to everything we do that
accounts for the specific characteristics of different markets.
We know that identifying a great insight is essential, but it’s only the start of
the innovation process. We have the knowledge and expertise to take the
seed of an idea from insight identification right through to launch. We use
end-to-end innovation frameworks to generate successful long-term ideas,
put solutions together, measure and forecast potential, and identify the most
appropriate marketing and communications mix.
We see the big picture
Too many propositions stall because of a weakness in expression, not
insight. We have extensive experience in preparing and optimising
propositions so they have the best chance at clearing internal hurdles and
progressing through your organisation’s innovation funnel - working with
your black box predictive approaches as needed.
We can help you clear internal hurdles
Innovation is the lifeblood of your brand, driving
differentiation and directly impacting sales.