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Research papers

McDonald's deeper consumer understanding

Unable to develop a truly consumer-centric strategy based on their current research practices, McDonald's endeavoured on a new segmentation approach that enabled them to deep-dive into their consumer segments & need states, learn which ones...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Oscar Yuan, Volpellier Hernãn Rodrigo
Companies: Ipsos MRBI, McDonald's Corporation
March 15, 2018
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Citation

Yuan and Rodrigo (2018a, March 15). McDonald's deeper consumer understanding. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/mcdonald-s-deeper-consumer-understanding