---
title: "Innovation pipeline strategy from existing research | antedote"
description: "Innovation strategy for a food brand: existing studies brought together, with no new fieldwork, into one prioritized pipeline across markets and store aisles."
url: "https://antedote.com/explore-our-work/one-innovation-pipeline-from-several-studies/"
author: "antedote"
---

# Building one innovation pipeline from several studies

A food brand sold in different parts of the store, in several markets, needed one innovation story for its leadership. With no new fieldwork, we brought its existing studies together and turned them into a prioritized pipeline.

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**Client**
Food company

**Industry**
Food

**Markets**
Three markets

**Kind of work**
Innovation and concept development

**Our role**
A cross-market innovation strategy built from existing research, with no new fieldwork

## The question

The brand is sold in more than one part of the store, in several markets, and retailers want different products in each place. Its leadership needed one innovation story for the brand: which ideas to take forward, and where.

The evidence already existed, in several studies run for different parts of the business.

## Our approach

We worked from what the company had. We read its studies together with its R&D team’s feasibility work and its own market data, so the pipeline rested on everything the business already knew.

Where two studies seemed to disagree about the same idea, we worked out why, by comparing whom each had asked and what each had measured, before ranking anything.

We judged each idea by what it would add to the range as well as on its own merits, because an idea that reaches the brand’s existing buyers adds less than one that brings in new ones.

## What the team came away with

Opportunity platforms for the brand, and a prioritized pipeline for each market and part of the store, with a reason recorded for each idea parked.

The work was built as a shared starting point for the team to develop with its leadership.

## Related work

[View innovation and concept development case studies](https://antedote.com/explore-our-work/?work=Innovation%20and%20concept%20development#library)

- Food

    ### [Developing everyday ideas for a dairy brand](https://antedote.com/explore-our-work/everyday-ideas-for-a-dairy-brand/)

    A dairy brand preparing its next launches wanted ideas for more everyday moments, ready for quantitative testing.

- Food

    ### [Shaping a better-for-you idea people would still enjoy](https://antedote.com/explore-our-work/a-better-for-you-idea-people-would-still-enjoy/)

    A food company wanted a better-for-you product that would stand out in a category it already knew well.

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

**The thinking behind this**
- [Would this grow the business, or just the range?](https://antedote.com/thinking/would-this-grow-the-business-or-just-the-range/)

## Deciding where to grow, or what to develop?

Bring an ambition or an early idea, and we’ll talk through where to start.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.