Discover the true behaviour and attitudes of customers, before you develop and launch new products. Access large scale online surveys, in-depth customer interviews and NPD support.

Retailers and manufacturers wasted £2.7bn over the last year 


According to manufacturing consultancy Newton, food manufacturers and retailers in the UK grocery industry waste £2.7 billion annually on product innovations that consumers do not want.

If companies focused on products consumers want rather than basing innovations on ‘gut feelings’, the industry could generate up to £233 million in profit from new products and offset the £2.7 billion wastage (Source:, January 2018)

This coincides with the fact that according to Nielsen, 75% of new FMCG product launches fail in the first year. 


Putting the pop into and brand new type fo healthy snack

Don't leave it too late

Over the past 2 years we've supported over 50 SME innovation projects by providing key customer insights.

We also bring 15 years of insight experience, working with Kantar Worldpanel, TNS and GfK.

Most Food & Drink SMEs use insight post-launch, to justify staying on-shelf. For many, this is too late.

They have developed and launched a product that doesn't truly meet the needs of their target audience......who therefore don't buy it. By this stage, it's probably too late to take their customer's needs into consideration.

Few Food & Drink SMEs do their insight at the start or during the actual innovation process. 


“If we hadn’t used Prop B, we’d have ploughed on ourselves without involving consumers enough.

We now have a clear understanding of who our consumers are, what’s important to them and where we can offer them something different.”

Andrew Richardson, Director, VC2 Brands


Bring insight in at the early stages of innovation, to give you the confidence that customers have validated your new product.

Our innovative approach is workshop-based to involve your whole team (if you want),

and is driven by our expertise in SME proposition development. Each project is bespoke, designed around your requirements.

Customer needs.jpg

Day 1 - Initial Workshop

  • Identify your Value Proposition - what will make your product different? Why should customers buy it, instead of something else?
  • Plan the insight phase, including key objectives

Insight phase

  • Targeted online survey to a minimum of 1,000 respondents
  • Followed by 10 individual in-depth customer interviews



Day 2 - Debrief Workshop

  • Interactive debrief workshop with the team
  • Present the results and analysis, and identify key next steps
  • Allocate ownership to actions and confirm next steps


Focus groups.......10 people dominated by the views of 2 strong personalities. Would 10 individual conversations with customers be more valuable?

A typical project is completed within 3-4 weeks, or quicker if required. Providing you with a clear understanding of.......



Your customers' Needs, Challenges, Behaviours & Attitudes

A Value Proposition for your new product

A set of assumptions that have been validated by customers



In terms of tangible outcomes......

  • Insight pack including detailed results, analysis and recommendations
  • Proposition development roadmap
  • Plan of action for the team
  • Cross-team engagement and buy-in
  • Confidence that you will get it right for customers first time