Up to 40% of product launches is not successful. There are many reasons: the idea can be good, while the market is too small, the product is not well elaborated, or the idea is wrong but is forced by managers despite the results of research.
In the future, the introduction of new products can be even more difficult because of markets fragmentation, globalization, competition, government regulations. It means that it is always a risk and the role of marketing research is to reduce this risk to minimum. That is why, in a model process of a new product generation, a researcher takes part in all of the phases of the marketing campaign (i.e. product launching, creation of an idea, screening, developing, concept testing and effects tracking). All of the researchers consider these projects the most exciting.