The dynamic high pace of innovation in product development and service delivery today demands that companies engage through direct consumer engagement. Brands can access first-party data that opens new possibilities for understanding consumer behaviour, bolstering rapid product development and new service offerings. By way of example, chocolates such as Milky Bar and Bar One are offered in different sizes, sauces and ice-cream flavours or blended with Rice Crispies, Marmite comes with a cheese flavouring. The Standard Swiss Army knife has morphed into numerous versions, with similar utility tools being made for a diverse demanding clientele. Similar innovations have occurred in the pharmaceutical space with pre-measured medical doses of medicines in eco-friendly packaging.

You are the head of innovation for a multi-national toy brand. Discuss in detail, with practical examples, why the perception of a product's appearance is crucial for its successful adoption by consumers.