Observed Signal · Aug 19, 2026 · Corporate Update · Source: DEPT® · Impact: 3/5
Three data types that actually predict customer decisions
DEPT® AI Solutions Architect Yang Song explains why most new consumer packaged goods fail: brands conflate attitudinal, intent, and behavioral data. Citing Nielsen research, the article notes only about 15% of roughly 30,000 US product launches remain commercially viable after 24 months. Song argues for triangulating the three data types and making behavioral data win when signals conflict.
The article offers a framework that bridges data silos across marketing, sales, and product teams, directly addressing why many product launches fail. It reinforces the shift toward behaviorally grounded decision-making in the adtech and martech ecosystem.
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Key Takeaways & Evidence Grounding
- The article was published on August 19, 2026, authored by Yang Song, AI Solutions Architect at DEPT®.
- Nielsen's Breakthrough Innovation research: of roughly 30,000 new products launched annually in the US, only about 15% remain commercially viable after 24 months.
- The article identifies three data pillars: attitudinal (what people say), intent (what people research), and behavioral (what people do).
- About 65% of consumers say they want to buy from sustainable brands, but only about 26% actually do.
- In 2010, Target statistician Andrew Pole showed he could predict a shopper's pregnancy likelihood from about 25 products and estimate a due date.
Connected Companies & Entities
3 Entities mapped“DEPT® published the insight article and employs the author Yang Song, AI Solutions Architect.”
“Nielsen's Breakthrough Innovation research is cited to show that only about 15% of roughly 30,000 new US products remain commercially viable...”
“Target is mentioned for the 2010 work of its statistician Andrew Pole, who predicted shopper pregnancy likelihood from about 25 basket items...”
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