Over 90% of ‘insight-lead’ marketing innovation projects end in failure. We’ve spent the last decade trying to uncover the reasons why. 3.5 million data-points later, having now validated the research and helped generate several hundred million pounds of innovation success for our clients, we’re able to offer, for the very first time in the UK, a public introduction to the generational patterns uncovered by the research and now transformed into a repeatable science of the intangible behaviours that drive what really makes people buy. The majority of innovation failures occur because teams work on the wrong problems.
GenerationDNA is about helping you to define the real RIGHT problem.