PRESIGHT

I ran Presight, Europe's longest-established innovation and new product development agency, for many decades. Our philosophy was that market research and creativity should always work in tandem and in harmony... Long before the success of Prosecco, we expanded the sparkling wine market with Cuvée Napa by Mumm, a highly-drinkable Californian champagne-style wine. Research showed that adding the "by Mumm" tag-line (the Mumm brand belonging to an American company at the time) greatly increased the product's perceived value, whereas simply presenting the product as a line-extension of Mumm champagne ("Mumm Cuvée Napa") risked causing the new product to be seen as "passing off as real champagne"... Remember when people were suspicious of anti-perspirants? In spite of their effectiveness, many consumers preferred to use "ordinary" deodorants (and many still do) because they thought that anti-perspirants were unnatural. For Gillette, Presight created a long-running success: the first anti-..

Primary location: United Kingdom