LINK Innovation Day: 3 questions for Nikolas Petschen, Brand Manager Rivella, Rivella Group

This year’s LINK Innovation Day will take place on 05 September 2023 at Kraftwerk in Zurich. This year, the industry event for people from marketing and market research is themed “Success through innovation” and focuses on the successful practical use of AI, implicit research and customer-centric product development.

We have talked to various speakers in advance to find out what innovation means to them and what visitors can expect at the event. Our first expert interview guest is Nikolas Petschen (Brand Manager Rivella, Rivella Group), who, together with Dr Julia Asseburg (Director Agile Insights & Advanced Analytics LINK), will give a talk on “Behind the scenes – how neuroscientific methods contribute to innovation development”, using Rivella as an example to show how neuroscientific methods can shape and drive the innovation process. We would like to take this opportunity to thank Nikolas for the interesting interview!

How does the Rivella Group continuously shape its product range to meet the changing needs of consumers, and what role do you play in the context of innovation?

Innovations in the Rivella Group are not one-off projects, but an iterative process and an integral part of our corporate DNA. The consumer and their needs are always at the centre of our innovation activities. These needs change over time – this is where I come in as part of Brand Management. Our job is to anticipate these changing consumer needs and develop appropriate solutions with our brands. We continuously question the status quo, always with the aim of offering consumers added value. In the development and implementation of innovations, we act as a link between the individual project teams and the relevant stakeholders.

What can the participants at the Innovation Day look forward to when they watch your presentation – what will you be showing?

Dr Julia Asseburg and I will be talking about how the Rivella brand uses neuroscientific methods to develop innovations at the LINK Innovation Day. Using current projects, we will show what tools are available, how they can be used as efficiently and effectively as possible, what the possible results are and what concrete recommendations for action can be derived from them. The lecture offers inspiration as to what a sustainable innovation process can look like and how the implicit behaviour of consumers can be captured and understood by means of neuromarketing.

In your experience, what are the three most important aspects for developing successful innovations and sustainably placing them on the market?

1. Innovation process: Innovations are no coincidences. Every innovation should emerge from a well-founded innovation process. The process must be tailored to the specific circumstances of the company. The process should also be agile and flexible so that the firm can adapt quickly to changes. It is important that the firm fosters a culture of experimentation and learning to test new ideas and learn from mistakes, following the motto “fail fast, fail forward”.
2. Customer centricity: A major reason for innovation failure is the lack of understanding of the customer. This leads to companies developing products that do not meet market needs. Successful innovations, on the other hand, are based on relevant customer insight, create customer value and contribute to a holistic customer experience.
3. Execution: Innovations need to be thought holistically. It is not enough if an innovation only consists of a great concept description. In order to sustainably establish innovations in the market, all product dimensions must be taken into account as well as the communication and sales strategy.

You can register directly for the Innovation Day now – a few places are still available. Participation is free of charge. We look forward to an exciting event!