GfK Rolls out FutureWave Category Prediction Approach

GfK has launched a methodology called FutureWave, to help companies predict the potential future direction of their category and determine which new product or service benefits will appeal to their consumers.

The new approach links evolving consumer needs with new market activity and experiences, to enable companies to predict possible changes to their market, product, or service. It also provides an understanding of how these changes will shape a category and influence future consumer requirements, and how activity across a marketplace can inspire a company to make changes to their own category.

Marilyn Raymond (pictured), Global Head of Market Opportunities & Innovation, explains: 'Our approach helps our clients to identify which new ideas have the highest potential for success. It pinpoints the tipping points for change that are likely to address evolving needs within a category. And it jumpstarts a company's innovation journey by leveraging new ideas already gaining traction with target consumers.'

Web site: www.gfk.com .