Former Masterfoods marketer Tim Nichol has set up a business promising to accelerate the NPD process by using wireless voting technology similar to that used on TV game shows.
Making Innovation Happen, a joint venture between Nichol and partner Nick Sawbridge, founding partner of consultancy Innovate, has already secured business with a multiple own label meat supplier and a spirits company.
MIH technology helps product developers and consumer panels narrow down a raft of NPD ideas into a manageable number quickly by following a rigorous questioning and voting procedure on wireless keypads that filters out ideas that will not work.
Responses can be analysed in focus group sessions immediately after voting, compressing a process that can take months into a few days.
"The technique has worked very successfully for retailers in the US," said Nichol. "It's quick, it's transparent, it's easy, it's cheaper than traditional methods, and it really engages people."

{{NEWS }}