At last week’s fall conference of the New England chapter for the Marketing Research Association, Katie Cleary shared how Campbell’s has embraced a more agile innovation process. Katie is the manager of consumer insights for V8 vegetable and fruit juices at the Campbell Soup Company, a product line generating over $700 million a year.

Traditionally, the company conducted stage-gate innovation research, using a quantitative study to make a Go/No-Go decision for new products. The problem, of course, was that the reaction to a “No Go” was “Now What?!”

Continued on Gut Check