This month, like almost every month the Chief Marketing Officers of the Global FMCG companies will visit their offices around the World with the familiar war cry

“We need to get out there and spend time with our consumers and shoppers”

“I want you to bring the consumer to life, so they jump off the page”

“I want you to be great story tellers”.

There is obviously a long list of reasons why some pretty awful products make it all the way through the innovation process and make it on to the supermarket shelves. Having conducted digital immersions in 42 Countries, these are the two causes that we see most frequently within both local and Global Organisations.