GfK Debuts MarketBuilder Innovation Measure

GfK has launched a tool called MarketBuilder, which it says puts actual consumer behavior - as opposed to stated intentions - at the center of measuring innovation performance.

The new solution is part of GfK's Innovation Roadmap, introduced last November as a comprehensive strategy and forecasting solution for product launches.

MarketBuilder supports three areas relating to commercialization and market launch: providing a holistic understanding of the drivers of adoption; using scenario planning and performance metrics to forecast sales; and focusing on behavior-centric KPIs to support improvement in innovation performance. In addition, GfK says it will stop companies discarding concepts just because the marketplace is not yet ready for the proposition.

Marilyn Raymond (pictured), Global Head of GfK's Market Opportunities & Innovation division, comments: 'Often, too little attention is paid to the realities and complexities of the marketplace and to the fact that the attractiveness of an innovation is only one of the factors that influence its adoption. GfK MarketBuilder helps our clients actively manage the full range of drivers for innovation uptake - maximizing adoption and therefore the return on their investment in new product or service experiences.'

Web site: www.gfk.com .