Abstract:

As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then inform marketing planning for a prescribed period. Like many multinational client insight departments, URC CMI (consumer marketing insights) questioned the validity, accuracy and predictability of claim-based U&A studies anchored in long and cumbersome questionnaires. This paper details how URC and MDI collaborated to develop and implement an approach which not only addressed these issues, but also, importantly, provided unparalleled depth of data across all of URC?s food and beverage categories.