Is Coca-Cola truly prepared to lift the hood and let the rest of the industry take-a-look at their crown jewel? Sounds hard to believe, but yes they are! You will hear the story of how Coke upgraded their 90+ market tracking study, creating an innovative eco-system to monitor and manage their multi-billion dollar set of global brands. The latest GRIT Reports shows the R&I team at Coca-Cola as the second most innovative MR client for its commitment to staying at the forefront of technology, techniques, and methodology. How do they do it? The presenters take us through their journey to upgrade their most complex (and expensive) piece of market research touching on field digitalisation, new time constraints, implementation issues, faster turnaround requirements, modularisation and more.
Most clients are on a quest to continuously review and improve the services they provide, both centrally and locally. One of our panelists set out on a journey that gave place to a big debate. They conducted a large benchmarking exercise, with industry leaders in other multi-national companies, to understand how they were conducting their brand tracking studies: the role tracking has, the challenges they face and the innovations they are adopting. What emerged was a group of thought leaders with a remarkable willingness to share their experiences, both the good... and the bad! Join the Talk Show, as our invited guests reveal the main themes they had discussed in their quest to find the brand tracking sweet spot.
Storytelling lunch briefing by Patricio Pagani, Infotools, New Zealand.
As market researchers we need to understand and interpret market conditions for corporate decision makers. Our presentation will look at how combining behavioural and perception data deepens this understanding and improves our ability to influence. We explore how technology is enabling new sources of big behavioural data, and the imperative this creates for research organisations ... we must revolutionise the way we work. Our traditional role as farmers who carefully curate and harvest, will transition into our role as miners who explore and synthesise.