Action-focused innovation tracking: How to get in the driver’s seat?

Room 3 | 4:00 pm - 4:30 pm | Wednesday, May 3, 2023

Launching a new product or brand is just the beginning: it takes agility and vision to achieve long-term success. Tracking is supposed to monitor an innovation’s performance, but traditional methods are not fast or sensitive enough to guide real-time adjustments.

Everything related to the launch — promotion, pricing, distribution, experience — affects how consumers value the product. By focusing on value as the key measure of success, companies can track progress more accurately and fine-tune their post-launch tactics with greater confidence. This approach turns tracking from just an evaluation tool into a powerful driver of action.

Key takeaways:

  • Innovation tracking can be used to improve product launches.
  • Value development can be tracked with a behavioral method.
  • Tracking value development as a key KPI during launch provides early indications at a very granular level.

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