Great article, It's actually very curious how even established FMCG companies can make that same mistake. My boss had some real thorough research (2 qualitative and 3 quantitative) that indicated that the product would win at point of sales. However, even the common sense told most colleagues that this wasn't as-good as they thought. After the launch, the product didn't perform as it was supposed to and more research was produced. At first it was a problem of Advertising, Packaging, even Price... The research showed that there was a big problem with the value equation that compared with the company's expected profits for innovation was impossible to meet.

I think that the key to this case (as well as mine) is that Marketers (and Brand Owners) continue to forget about the Value Equation.