The Collection

The Collection


Imagine a physical collection of packaged goods that spans decades of consumer marketing and provides real world examples of past and current offerings. A collection that reflects tracking trends across 300 global product categories, and is the result of procuring items from essentially every product in food, beverage, household, health & beauty care, baby care, pet products, etc.

At NewProductWorks (NPW), ASG's on-site innovation resource center, you can find just that. The one-of-a-kind, 100,000 piece NPW Collection is used extensively throughout the ASG innovation process, and results in faster, more efficient, more productive...and breakthrough...new product development for our clients.

To fully appreacite the scope of the NPW Collection, click HERE to see over 30 years of product innovation on display at any given time. The NPW Collection includes new items recently introduced into test, as well as a range of products dating as far back as the 1960’s. Products are arranged by category (grocery store style) for easy access.

Use of the Collection


The NPW Collection is leveraged in both analytical and creative ways throughout the innovation process.

Analytical
As part of our work, we help clients find future market opportunities. We utilize a predictive model (the Innovation Tree®), along with learning housed at NPW, to map the evolution of innovation in a given category. The NPW Collection is part of this process, and provides a unique opportunity to track and visually see drivers of innovation. Having actual samples conveys rich details about each product, and allows for comparisons within and across categories.

Creative
Clients also utilize the NPW Collection directly in many of our proprietary new product development processes, including "Concept FactoryTM". During this dynamic new concept ideation session, we use the NPW Collection interactively as real-world stimulus for various creative exercises.

How We Collect


NPW maintains global contacts within the consumer packaged goods industry who provide us with products, both from the U.S. and abroad. Our global network of shoppers also sends in new items on a regular schedule. In addition, our staff makes regular store visits throughout the U.S., including identified test markets. Finally, we attend about 15 trade shows per year and monitor numerous trade publications for introductions. We also accept donations from companies who would like their products saved for posterity.

Product Database


We track products via an extensive database. If questions arise about a product (date introduced, types and dates of extensions, etc.) a query of the database can provide answers. The database can also be used to find and study products with similar attributes as part of our analysis of innovation trends.


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