B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
72%
72% -- new product failure rate for new products (global) (2025)
72% of all new products flop (fail).
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
72%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Simon, Kucher & Partners
Primary
Tier C
https://www.jeffreyhumble.com/blog/rapid-experimentation-vs-traditional-research-which-is-the-better… ↗
Source Article
The Double Diamond vs. Rapid Experimentation — Jeff Humble
The Double Diamond vs. Rapid Experimentation
Traditional, upfront user research doesn’t fit every project, no matter how hard you squeeze.
Rather than squeezing a user research phase into a packed project, you might need to consider a new research model. Not every project needs upfront research, and…
Original Research
Simon, Kucher & Partners
· Original study ↗
Methodology
Attributed to Simon, Kucher & Partners consultancy; methodology not described in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
new products (global): 72% new product failure rate. Source: Simon, Kucher & Partners (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/new-product-failure-rate-72
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<blockquote cite="https://lighthousedata.io/data/new-product-failure-rate-72" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- new product failure rate for new products (global)<br><small>Source: Simon, Kucher & Partners (2025) · <a href="https://lighthousedata.io/data/new-product-failure-rate-72" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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