Abstract:
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.
This could also be of interest:
Research Papers
Coca-Cola's agile research adventure
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Ron Gailey, Stephen Phillips, Pete Cape
Companies: ZappiStore, Research Now SSI, The Coca-Cola Company
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Coca Cola's real-time intelligence
Catalogue: Latin America 2015: Carnival of Insights
Authors: Cristina Brand, Carla Mayumi, Flavio Marcondes, Gabriel Aleixo
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Webinars
Understanding Agile Research
Catalogue: Webinars 2020
Author: Nikki Lavoie
Company: MindSpark Research International
November 19, 2020
