Research departments are under pressure. They are expected to deliver faster, cheaper and more impactful insights than ever before. Instead of doing more and faster research, insight departments are also able to revisit existing data sources. Often, companies have plenty of valuable data sources at their disposable, without being aware of their full potential. Moreover, relevant databases are often publicly available via APIs or sold via data brokers. Yet, the biggest hurdle lies in making sense of this abundance of data. Companies are struggling to connect different sources due to different structures, missing values and other complexities. In the last years enormous advancements have been made in machine learning and data science. Although demystifying is needed in order to better understand this discipline in context. With a creative and pragmatic mind-set, the problem can be solved by borrowing techniques from this field of data science. We show a case in the beverage industry where we exploited existing data sources to uncover a hidden layer of insights.
When beer beats wine in the restaurant! The quest fora perfect beer and food combination by using big data, algorithms and contextual consumer product testing (VR). In this paper we will therefore first introduce the concept of beer-food pairing based on molecular and machine learning information and its potential relevance for consumer delight. Subsequently, we will discuss the impact of context on the evaluation of such beer-food pairings by illustrating the current state of art in sensory and consumer context research.
Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal understanding is key to knowing the performance of your ad as well to knowing how to optimise your ad. Heineken has conducted three different studies to evaluate a commercial from one of Heineken's International brands: traditional quantitative pre-test and two neuro science approaches ( EEG & Eye-tracking and EEG in socialising context). This will deliver an optimal future framework for pretesting commercials concerning performance, optimising ads, and the relevance of measuring in social context.
Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly continuous consumer tracking led to market-specific, tailor-made solutions. With the reorganization program "Taking Heineken to the Next Level", a more fact-based management- and measurement style was developed. One project to support this new style is the Heineken Brand Dashboard, a world-wide measurement, storage and reporting system of all essential Key Performance Indicators of the Heineken Brand.