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NPD * Innovation

Why Food and Drink Innovation is Different

The Hidden Reason Food and Drink Innovation Keeps Missing the Mark Most food and drink brands don’t lose because their product isn’t good enough. They lose out because they misunderstand why people choose them. Consumer research reveals that most of our food and drink choices are often driven by emotions rather than rational considerations. Our preferences and purchase decisions are shaped by many factors, including our mood, the occasion, our habits, packaging, and branding, often in seconds and often unconsciously. Yet too many brands still treat market research as a validation exercise rather than a way to understand the forces that truly drive behaviour. In a category, surface-level innovation research isn’t just unhelpful, it’s dangerous. Food and drink are different… and treating them like any other is a mistake In many industries, purchase decisions are infrequent and logical. People research, compare, deliberate and then buy. Food and drink don’t work like that. Most choices are: The real competition isn’t another brand. It’s habit! This is why food and drink brands benefit more from market research than almost any other sector, where research focuses on human motivation and understanding, rather than just data and measurement. Understanding how habits form and how…

The Hidden Reason Food and Drink Innovation Keeps Missing the Mark

Market Size, Potential and Market Share

Why Market Sizing Matters for Scale Ups Understanding TAM (Total Addressable Market), SAM (Serviceable Available Market), and SOM (Serviceable Obtainable Market) is crucial for any business seeking clarity on growth potential and for calculating market size and opportunity. These metrics are often used in new product development research and concept testing research to help define overall demand, pinpoint realistic opportunities, and identify achievable market share. By mastering them, businesses can sharpen strategy, allocate resources effectively, and build investor confidence. This article explores their benefits in depth, demonstrating how they inform smarter decisions and reveal true growth potential—making it essential reading for ambitious leaders. Knowing your market size is essential if you want to enter new markets or grow with confidence. Market sizing helps you: Two Proven Approaches to Market Sizing Top-Down Approach The Top-Down approach starts with broad industry data and narrows down to your segment. Example: Launching a plant-based protein bar in the UK This approach shows the scale of the big picture opportunity before refining it into achievable goals. Bottom-Up Approach The Bottom-Up approach to calculating market size builds on your own product inputs, such as pricing, conversion, and customer base. Example: Launching a subscription-based meditation app in the UK This view…

How to Calculate Market Size for New Products

New Eye Tracking Tech Glasses

This post explains how Vision One uses advanced eye-tracking technology to capture real-world visual attention and uncover deeper consumer insights for smarter decisions.

New Eye Tracking to Revolutionise Consumer Insights

Building your Brand

Building your brand: Five Top Tips to Steer Clear of ‘Shiny New Thing Syndrome’ How to Stay on Track, Consistent, and Motivated as a CMO, Business Leader, or Brand Owner  In the fast-paced world of branding and marketing, it’s easy to be lured by the latest trends, tools, and technologies promising quick wins and instant success. This phenomenon, known as ‘shiny new thing syndrome,’ can lead to fragmented strategies, inconsistent messaging, and wasted resources. For CMOs, business leaders, and brand owners, staying focused and consistent is paramount to long-term success. It’s also vital that you can separate the noise and clutter from the valuable tools, strategies and support that will make a genuine, long-lasting impact, and avoid the latest fads! Research indicates that brands often face significant risks when they get distracted by new trends, potentially leading to adverse effects on their performance. A study by the Journal of Advertising Research highlights that discontinuing or frequently shifting advertising strategies, for example, can result in a decline in brand sales. The research underscores the importance of consistency to maintain a brand’s mental availability and market share, especially among light buyers who may forget the brand if it’s not consistently visible (Journal of Advertising…

Building your Brand: Steer Clear of ‘Shiny New Thing Syndrome’

Mobile Eye Tracking Definition Vision One

What is Packaging Design Packaging design is the process of designing product packaging to securely contain, identify and deliver a product.  Pretty much anything tangible has packaging (which we all then recycle responsibly, right?), some of it good, some of it… not so good. After years of CPG research and pack testing, we’ve concluded that well-designed packaging and research can have a significant impact and consistently deliver a return on investment. Before you start designing your packaging, set out your objectives The first step in designing packaging is to define the objectives. Answering the principal question – ‘What is the purpose of the packaging?’ Answering this question will help you determine the overall goals of the design. 6 Steps to Optimise your Packaging There are six recommended steps for optimising your packaging design, depending on the project’s specific goals.  Step 1 – Understand your target audienceIt’s important to understand who will use or purchase the product, as this will help you create a design that appeals to them. Your target market should consider factors such as age, gender, lifestyle, and purchasing habits. Step 2 – Focus on functionalityPackaging needs to protect the product and make it easy to use. Consider the product’s shape, size, and…

How Packaging Design is the key to a perfect product

Supertasters

Vision One explores why a supertaster’s sense of taste is more sensitive than average, and they experience flavours more intensely than others.

Supertasters: Inside Product Testing

New Product Development Research Company Vision One

Less is more – The Paradox Of Choice Getting more and more choices to choose from for a product or a service feels very empowering, doesn’t it? Why Less is More It feels great to have the freedom to pick what’s best for you. However, the reality is not as rosy as it seems. If you are looking to undertake NPD Research or more properly known as New product development research, to help launch a new product development or refine your product offering then it is essential to understand how consumers make decisions and how choice can affect their decisions. User and consumer experience is everything and the more options you have the harder the decision and tougher the leap to make it final. Consumers these days are overloaded with information and led down unnecessarily confusing purchase paths of what is the best version of a product to buy. Consumers today lead fast-paced and extremely hectic lives. There are too many decisions to be taken and too many aspects to be considered in each purchase. To put this into perspective, many studies report that the average number of conscious decisions made by an adult every day is more than 35,000! Consumers tend…

NPD Research & the Paradox of Choice – Less is More