Abstract:

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.