NEWS9 December 2015

Collaboration across four or more functions boosts innovation

Innovations News North America

US — Findings from a study of CPG professionals shows that collaboration across four or more functions generates concepts that perform 46% better than baseline results.


While teams including one to three functions show 39% improvement on baseline concept performance, those with four or more functions see even more improvement. Larger teams in general also produce better results, with teams of six or more generating concepts that perform 58% better than baseline results, while the improvement for teams of three to five is just 32%.

Despite this, the data from Nielsen suggests that over half ( 54%) of projects involve only one or two people with a direct role in concept development. 74% of CPG professionals believe their company is not collaborating effectively at all.

The insights/ market research function represents one of the two key functional roles involved in collaboration ( 31% of collaborators), alongside marketing/ brand ( 39% of collaborators).

More information can be found here.