Our Proprietary Resources

Our Proprietary Resources


In addition to our unique approach to developing successful innovation, what distinguishes ASG is our innovation expertise and proprietary resources.

NewProductWorks (NPW)


NPW, our on-site innovation and product development center, provides insights and inspiration during every step of the innovation process. NPW is:

  • A world-class center for defining next generation innovation
  • A storehouse of information on consumers, trends, product successes and failures
  • A catalyst for creative, successful new product ideation and creation
  • Home to the world’s only physical collection of its kind, housing over 100,000 new and historical consumer packaged goods

Integrated into ASG work, NPW expertise provides a unique view of future opportunities, and helps move client organizations down the path of successful market driven innovation.

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The Collection


At NewProductWorks (NPW), we utilize our one-of-a-kind 100,000 piece product Collection to help clients better understand what drives successful innovation, and make their new product development faster, more efficient, and more productive. The Collection is leveraged in both analytical and creative ways throughout the innovation process.

The Collection 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.

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The Innovation Tree®


The Innovation Tree®, ASG’s proprietary predictive model of future innovation paths, provides a comprehensive map of new innovation and the dynamics that underlie it. We use the Innovation Tree® to identify likely future innovation territory not yet exploited by competitors that a client might capture.

The Innovation Tree® reveals patterns of development within categories. The process results in much tighter definitions of space to explore (the platforms) for innovation than any past method…space where innovation is most likely to be fruitful, ownable and have a high-potential chance of success.

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"Your work is the best! From business analysis to creative visioning your work is grounded, practical and actionable. Looking forward to working with you again in the future"

VP, Marketing/R&D
Household Products