Innovation Expertise

NewProductWorks® (NPW) is GfK Strategic Innovation’s on-site, new product development and innovation resource center. NPW brings a unique combination of expertise and inspiration, putting it on the forefront of leading-edge brand innovation:

  • Consumer Knowledge and Insight
  • Research Leadership
  • New Product Development Expertise
  • Creativity

NPW is integral to our efforts to help clients See the Future market opportunity space, and Be the Future with successful market driven brand innovation. Not just a list of ideas, but a strong set of highly actionable, complete concepts that take the process forward to successful commercialization and sustainable growth.

The centerpiece of NPW is the Collection

A physical assemblage of more than 110,000 “new and once-new” products, this powerful resource brings a unique perspective to innovation projects, making ideation and other key steps of new product development process faster, more efficient and more fruitful.

As part of our comprehensive approach, we track innovation trends across 300 global product categories, and study the evolution of innovation. This work, integrated with learning from the Collection, helps us identify viable future market space for clients. We pinpoint causes of product failures, and develop principles for success that we use to help our clients develop the innovation needed for growth, now and in the future.

For more information on NPW, The Collection or any GfK Strategic Innovation product and service, contact us today.