Product Development and Innovation

Why 95% of all new products fail

Annually, 30.000 new consumer products are developed worldwide. Around 95 % of them fail. Think about that for a second. 95 percent! That is time, money, and resources spent on innovation that most likely hasn’t lead to any increased revenue.


An important reason for this unfortunate statistic is that the products don’t account for the everyday life of actual human beings – here, products should be intuitive and easy to use in any given situation. Products are often designed by qualified experts with significantly more knowledge of – and interest for – the product than the people that are actually going to use it.


If you apply behavioural design in during product development and innovation, you’ll take into account how humans function both cognitively, linguistically, emotionally, bodily, and socially. You’ll have a greater chance at obtaining success and you’ll reduce your costs on advertising, manuals, customer service, and other elements that compensate for bad products.

“First when I started working with /KL.7, I was able to understand how critical consumer- and customer-behaviour is in business – and how great potential lies in utilising evidence-based knowledge in the domain. Consequently, we’ve had to re-think a good share of our products and how we communicate to the respective target groups – fortunately, with great results”. – Rasmus Falck, Nordic Marketing Manager, Power Tools Bosch A/S

Below you’ll find examples where we’ve helped a number of our clients applying behavioural design in their product development and innovation.

Behavioural Design in Product Development and Innovation.

Increased use of height-adjustable tables

Office workers spend around 12 hours a day sitting down and many of these hours are spent at work. How do you help office workers use their height-adjustable tables more?