While teams including one to three functions show 39% improvement on baseline concept performance, those with four or more functions see even more improvement. Larger teams in general also produce better results, with teams of six or more generating concepts that perform 58% better than baseline results, while the improvement for teams of three to five is just 32%.

Despite this, the data from Nielsen suggests that over half ( 54%) of projects involve only one or two people with a direct role in concept development. 74% of CPG professionals believe their company is not collaborating effectively at all.

The insights/ market research function represents one of the two key functional roles involved in collaboration ( 31% of collaborators), alongside marketing/ brand ( 39% of collaborators).

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