Latest Thinking

Ipsos Vantis has evaluated over 15,000 new product ideas over the past 20 years. For many of these, across a wide variety of sectors, there has been an opportunity to observe and analyse the level of in-market success. 

In working through this process, Vantis has identified many misconceptions about innovation and how to predict in-market success. 

This paper explores seven of the most common misconceptions. Read here