Innovation & Opportunity

News / The Innovation & Opportunity Centre of Excellence is a dedicated team within GfK NOP, centred on building solutions that identify, assess and maximise market potential. By tapping into our market opportunity experts, GfK NOP has become a global leader, helping companies around the world explore, qualify and develop high-value opportunities. For more than 30 years, we've guided new products from first concepts through initial development, using a unique combination of insights from the world's largest consumer and business-to-business trend databases…inventive benchmarking and modeling tools…and innovative consulting support.

Leveraging the cutting-edge products and analytical depth of the Innovation & Opportunity Centre of Excellence, GfK NOP gives the world's most successful organisations a powerful competitive edge. Calling on our vast store of market intelligence, GfK NOP helps you:

• Understand changing consumer values, attitudes and behaviours.
• Track consumer dynamics at every geographic level — from global to national to regional to local.
• Identify key purchase drivers.
• Uncover new target segments and "white space" opportunities.
• Align brand values with consumer values.
• Anticipate and profit from change.

By linking market knowledge with product opportunities, we create the services and methodologies that help you find and optimise the development options that yield the greatest return. Bringing together the most comprehensive consumer information with leading-edge qualitative and quantitative research, we provide critical decision support throughout the earliest pre-launch phases, helping you evaluate, select and nurture your strongest product concepts.