Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organisations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this eposide, Coca-Cola's K&I Director, Begonia Fafian, interviews Mars Wrigley's Senior Director of Foresight, Innovation & Growth Insights, Michelle Gansle, as they discuss the headline topic: The Changing Role of the Insights Function and Job Description.
Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Coca-Cola's K&I Director Begonia Fafian interviews Pastificio Rana's Global Consumer Insight Manager Luca Gentile, as they discuss the headline topic: Is food a trend, a culture or a need?
Watch the latest episode of Brands Connect as Coca-Cola and United Healthcare discuss around the headline topic: Can we really predict the future? Should we?
Live Q&A session within the interview on Innovation and Reinvention with Begoña Fafian from Coca Cola and Estrella Lopez-Brea from General Mills.
Join us for ESOMAR's newest interview initiative, giving global brands - both big and small - a platform to share stories about their latest projects, inspirations, personal journeys as well as some tips and tricks they've learned along the way.To kick us off, Begoña Fafian from Coca Cola will interview Estrella Lopez-Brea from General Mills Switzerland discussing the theme of Innovation or Reinvention.
Brands Connect launched at the Insights Festival 2020 is series of client-side conversations where Begonia Fafian, Western Europe Knowledge & Insights Director at The Coca-Cola Company, interviews her industry friends, giving insight into what the community is thinking, where it is innovating and where it is failing and pushing forward. The pilot hosts Joaquim Bretcha Boix, ESOMAR President, and International Director at Netquest.
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.
This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and learn quickly as brands get results in hours or days, not weeks. The implication for marketers is the ability to use consumer insights more often in the decision-making process, for the research industry this new technology provides the ability to deliver insights at the speed necessary to align with the hectic pace of business today. Forming collaborative partnerships with ZappiStore and SSI, Coca-Cola explored real-world applications of agile and cost-effective research, shifting the purpose of insights from validation to continual learning.
Keynote speaker: Galya Frayman Molinas, President Turkey, Caucasus & Central Asia, The Coca-Cola Company, Turkey.