Consumer-Centric Innovation

In CPG innovation, functionality can get you into the basket. But it’s emotional resonance that keeps you there. The most successful innovations don’t just solve problems; they create connections. They spark feelings that tie a product to identity, values, and belonging. That’s why emotional resonance in CPG innovation matters so much. In a world of […]

Innovation is hard, especially when you overlook the importance of understanding consumer needs. This is the central lesson from our new exploration of Smug Dairy’s new drink combining traditional dairy and oat milk. Despite its innovative concept and ability to make waves in the media, we found that Smug’s packaging has led to significant consumer […]