How strong innovation decisions create meaningfully different growth.
AI can generate hundreds of innovation ideas in minutes. But when every team works from the same visible information, more ideas can lead to more of the same. Discover how decision intelligence can help you identify emerging opportunities, decide which ideas and new products are worth backing, and act on launch signals while there is still time to make a difference.
Download Hidden Signals to explore:
- How to distinguish an emerging opportunity from an obvious trend.
- Why abundant AI-generated innovation ideas can increase convergence.
- How decision intelligence can strengthen identify, build and launch decisions.
- What early launch signals can reveal before sales data gives the full picture.
- How learning from one innovation decision can improve the next.
Download Hidden signals whitepaper:
The growth case
Better innovation decisions matter because growth depends on choosing opportunities that are meaningful for the brand, open new space and create value.
Meaningfully Different and innovative brands are 2× more likely to grow.
Brands have 2× the chance of growth when they move into new spaces.
Innovation ideas fail to build Meaning for the brand.
Innovation ideas fail to build Difference for the brand.
Innovation intelligence at every step
Better decisions come from connecting signals across culture, behaviour, categories, brands and AI-generated answers, then applying proven lenses and human judgement. This approach helps teams move from an abundance of information to clear choices at every stage of innovation.
Identify
Find opportunity spaces others miss
Build
Make fewer, stronger bets
Launch and learn
Act while evidence can change the outcome
See the signals others miss
Kantar connects wide and hidden signals with proven innovation expertise to help teams decide where to innovate, which ideas to back and how to make launches work. Hidden Signals explains how connected intelligence can strengthen identify, build and launch decisions.
Frequently asked questions
What is decision intelligence in innovation?
Decision intelligence connects evidence from culture, behaviour, categories, brands and AI-generated answers with proven evaluation frameworks and human judgement. It helps teams turn signals into clearer innovation choices.
How can AI support innovation decisions?
AI can generate and organise ideas quickly, but it does not remove the need to judge meaning, difference, brand fit and commercial potential. Strong teams use AI alongside connected evidence and human expertise.
How can teams improve new product launches?
Teams can combine distribution, behaviour, search, social, reviews, cultural signals and AI-generated answers to understand how a launch is landing. This gives them time to adjust before the outcome is fixed.