Gelphman Associates

Description

More than 10,000 products are introduced in the U.S. every year. We are bombarded with literally hundreds of "messages" a day. Yet despite the abundance of new products and proactive communications, as many as 90 percent are doomed to failure in the first two years. The need to understand, anticipate and participate in the consumer decision making process is more critical, and difficult, than ever. Even a good product can fail if not properly taking into account the fleeting nature and often hard to measure elements that determine consumer tastes, trends, lifestyles, shopping patterns and information gathering.

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