Tag Archives: Coca-Cola Company

The Cultural Macroforces Redefining Market Research & Shopper Insights

The business environment of 2020 will look nothing like the business environment of today.

Global Macroforces are reshaping our world and people everywhere are responding with new ideas of what constitutes a great company or a great brand.

Business leaders will need to revamp their skillsets in order to understand and surpass these new expectations. And your first step is to come see exactly how one global futurist already sees 2020 emerging.
In this video interview from the 3rd Annual International Shopper Insights in Action Event in Prague, Tom LaForge, Global Director of Human & Cultural Insights, THE COCA-COLA COMPANY, discusses his keynote “The Emerging Relationship Economy: How Cultural Macroforces are Redefining Business, Brands, and the Skillset You’ll Need to Succeed in the Years Ahead,” where he shared which macroforces & trends will play the biggest role in reshaping global culture & consumer preferences and which skills you and your company will need to acquire in order to create flourishing brands and thriving companies.

The International Shopper Insights in Action Event is the most integrated, cross-market shopper agenda focused on strategy and activation. Details on how to join us for the 4th Annual International Shopper Insights in Action Conference, taking place on 3-5 November in Edinburgh can be found here.

A 21st Century Monk: The Secret Weapon Behind the Success of Google, Facebook, PepsiCo, and Eli Lilly

The future of a successful organization calls for leaders to instill wellbeing into the heart of how they lead.  Join Gregory Burdulis, a 21st century MONK, at the Foresight and Trends conference , as he discusses emerging cultural pressures pushing mindfulness to the tipping point in society and business. Greg brings his learnings from the monastery to companies such as Google, Facebook, PepsiCo, Eli Lilly and for the first time FT’14!  Wellbeing spans across industries and roles. Its effects on productivity, product line, innovation, leadership, growth and brand health are linked to sustainability and profitability. Explore how foresight around wellbeing can create a positive change that will drive the bottom line. 
Foresight & Trends 2014
November 11-13
SLS Hotel
Los Angeles, CA
Learn the secrets to cultivating a healthier, more engaged workforce, and social  innovations that help consumers, citizens, and your business flourish from these leading speakers:

Why 2020′s Strongest Brands & Companies Are Already Using Wellbeing As a Core Strategy

Tom LaForge, Global Director, Human & Cultural Insights, THE COCA-COLA COMPANY
Renee Moorefield, PhD, CEO, WISDOM WORKS GROUP
This session shares a framework of leadership practices that help leaders integrate wellbeing into everything they do. It will highlight The Coca-Cola Company’s multi-year strategy to make wellbeing a leadership priority – inside and out – and show why and how companies are incorporating wellbeing in brands, relationships with communities, business partnerships and workplaces. Participants of this session will also gain new insights about the enablers and challenges to building the kind of leadership talent that values wellbeing as an essential part of performance and a deeper purpose for leading.
We promise this video will put a smile on your face: http://bit.ly/YbNxx2
We Are Treating the Symptoms and Not the Disease
Doug Stover, Senior Managing Consultant, GALLUP
Research tells us that people who score higher in wellbeing perform better on the job and have lower healthcare costs – two vital factors to executives, community leaders, and of course, to all of us as individuals. But, very few Americans across the country are achieving a high level of wellbeing. While many employers report offering solutions to curtail unhealthy behaviors, a vast majority of employees see their job as a detriment to their overall wellbeing. Are your investments treating the symptoms or the disease?

The Power of Purpose
Mark Demich, VP Leadership Development, HYATT HOTELS
This session will focus on how purpose can drive everything from operations to branding to HR. Hyatt is focused on aligning (and in some cases) designing itself around its “Higher Purpose.” Examples and discussion will center on how “Higher Purpose” can drive choices and changes within operations, brands, marketing, corporate social responsibility and HR.

And, many more! Download the brochure for full conference details: http://bit.ly/1uBQz7H

Mention code FT14BL & Save 15% off the standard rate. Register today: http://bit.ly/1u3jqDB
What can you expect at Foresight and Trends? Emerge yourself in an experience unlike any other, you will uncover latent trends and synthesize that information so you can challenge the status quo and ensure commercial success. 
For a taste of last year’s memorable FT experience, check out the Foresight & Trends YouTube Channel here: http://bit.ly/XhXet8 
Cheers,
Foresight & Trends Team
@future_trends
#FT14
www.tumblr.com/blog/worldfuturetrends

TMRE: Shifting to an Emotional Lens in the Drive-Thru

The majority of our thoughts take place in the subconscious mind. Usually, we don’t know WHY we are doing something if we are asked directly, but there is usually an emotional reason for it hidden in our subconscious. 

The folks at Coca-Cola were curious to learn about people’s experiences in the drive-thru. Instead of conducting this research ethnographically, which would involve being right there with consumers in the drive-thru to observe their actions and emotional reactions, Coca-Cola decided to take a different approach and do 30 one-on-one IDIs (in-depth interviews). 

The way they did this successfully was by asking respondents to go through the visualization process, to mentally bring them back to their drive-thru experience. “If you ask them to tell you about one of their memories or experiences, they tell you something you might not have heard otherwise,” says Kristian Aloma from Brandtrust. His team even asked respondents close their eyes while answering some of the questions for better recall of the event. “The key is NOT asking them why. There are ways a trained researcher can get past the surface to uncover their actual experience,” Aloma states.

To Coca-Cola’s surprise, many respondents revealed very emotional experiences at the drive-thru. For some it was a place where they could go in the morning to brighten their day; for others it was a get-away from their hectic routine where they could have someone else take care of them. It was a part of their ritual, and it made them feel good.

The presentation was definitely intriguing, and it was also very educational. I learned a lot about the different techniques that can be used to get respondents to open up about their experiences, especially if an ethnographic study is not possible. I’m eager to tell my team members about the interesting findings of this research!


Mayuri Joshi is Research Magician at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.

The Future of Consumer Intelligence Full Program is Now Available

The explosion of big data and the integration of advanced analytics, “human” science and customer strategy are transforming our industry before our eyes. These changes bring new opportunities for us to gather richer, more impactful insights.

Are you harnessing this power to make the best decisions and more accurate predictions about the future?

The Future of Consumer Intelligence is addressing the industry evolution with ideas from sought after gurus like Nate Silver, World Renowned Statistician & Founder, FiveThirtyEight.com, Tom LaForge, Global Director of Human & Cultural Insights, The Coca-Cola Company and Alex Hunter, Former Head, Virgin Online.

They’ll share insights into prediction science, cultural tracking, loyalty and much more. Download the brochure.

Topic areas include:

Analytics – “From Data to Knowledge”: uncover connections & expose hidden patterns to predict future behaviors using technology
Insights – “From Consumers to People”: deeply understand customers and how they live

Relational Database Strategy – “From Insight to Action”: engage, build and deepen customer relationships for profitable outcomes

Plus hear from:

Rick Smolan, Creator, Human Face of Big Data
‘ Andrew Zolli, Executive Director and Chief Creative Officer, PopTech, Author, Resilience
‘ Henry Mason, Global Head of Research, Managing Partner, TrendWatching.com

The Future of Consumer Intelligence Full Program is Now Available

The explosion of big data and the integration of advanced analytics, “human” science and customer strategy are transforming our industry before our eyes. These changes bring new opportunities for us to gather richer, more impactful insights.


Are you harnessing this power to make the best decisions and more accurate predictions about the future?

The Future of Consumer Intelligence is addressing the industry evolution with ideas from sought after gurus like Nate Silver, World Renowned Statistician & Founder, FiveThirtyEight.com, Tom LaForge, Global Director of Human & Cultural Insights, The Coca-Cola Company and Alex Hunter, Former Head, Virgin Online.

They’ll share insights into prediction science, cultural tracking, loyalty and much more. Download the brochure.

Topic areas include:

Analytics – “From Data to Knowledge”: uncover connections & expose hidden patterns to predict future behaviors using technology
Insights – “From Consumers to People”: deeply understand customers and how they live

Relational Database Strategy – “From Insight to Action”: engage, build and deepen customer relationships for profitable outcomes

Plus hear from:

Rick Smolan, Creator, Human Face of Big Data
‘ Andrew Zolli, Executive Director and Chief Creative Officer, PopTech, Author, Resilience
‘ Henry Mason, Global Head of Research, Managing Partner, TrendWatching.com

‘ And more, download the conference brochure for full program details

Together, let’s embrace new opportunities and new ways of thinking about our industry. Here’s to a great year.

Register by Friday, January 18th to lock in the year’s lowest rates to attend. Save $700 off the standard & onsite rates!


Registration Information:

Mention your Blog VIP code: FOCI13BLOG to save 15% off the standard and onsite rate.

www.FutureofConsumerIntel.com
Email: register@iirusa.com
Phone: 888.670.8200

How Coca-Cola Explores the Emergent Online Grocery Shopper

Shopper Insighter Podcast Interview Examines Digital Implications for Shopping and Retail Research

By Marc Dresner, IIR USA

Online grocery shopping has a long way to go before achieving mainstream adoption in the U.S., but in the UK it’s on fire and the implications for terrestrial shopping are huge.

‘A typical supermarket type of shop may take 43 minutes whereas an online shop, which accomplishes five times more in terms of size of transaction, takes one seventh of that time,’ said Darren Marshall, VP of Global Shopper Development at the Coca-Cola Company.

In this exclusive interview for the Shopper Insighter podcast series, Marshall outlines:

‘ What U.S. marketers can learn about online shopping from our counterparts across the pond

‘ The opportunities and advantages available to marketers when people are buying online as part of their portfolio of channel choices

‘ How Coca-Cola is coping with ‘Big Data’ and where it fits in the shopper space

‘ Moving from a price-driven to a solutions-based model at retail and much more!

Here’s an exceprt from the interview about big data:
That’s a nice bridge because it brings me to another kind of hot topic. A buzz phrase that we hear a lot nowadays is ‘big data’. Loyalty cards obviously generate tons of data and now we have all kinds of different rivers of data coming. Where does big data fit into what you are doing? What are the opportunities and what are the challenges that you’re facing in that area?

Darren: Yeah, data is a really scary word because when you think about data you think about pocket protectors and rocket scientists with big glasses. One of the big challenges is translating all of that big, scary data into something which is insightful and simple and actionable that anyone of our sales folks who are on the ground making things happen can do something with. So, translating is a really important skill that not a lot of people have and it is certainly one where there is a huge opportunity within the industry.  Turning that data into action is really interesting because what you can then do (particularly in more online type of environments) is really get the right product at the right price for the right person at the right time. And through that you’re not getting a one-size fits all type of proposition where everybody needs to compromise somehow.  But, you can actually extract more value by getting the right thing at the right place at the right time. That’s the value that big data provides, I believe. A much more customized solution wherein we can capture as much value from every transaction as is possible.

Listen to the full interview!

Download a full transcript!

 Darren Marshall will be delivering a keynote titled: ‘The Ripple Effect: Creating a Global Movement to Convert Shoppers into Buyers’ at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.  Coca Cola will also be at The Market Research Event presenting “Achieving the Win-Win-Win: Driving Profitable Business Growth by Optimizing Your Portfolio for Both Consumers AND Shoppers” in the Shopper Insights Track this November 12-14, 2012 in Boca Raton, Florida.  For more information on the TMRE program, and the track sessions featured in the Shopper Insights track, download the agenda.  If you’d like to join us in Boca Raton, register to join us an mention code TMRE12BLOG to save 15% off the standard rate.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

This blog is co-posted with the MyShopper360 Blog.

TMRE 2011: Coca-Cola VP talks about Truth, Insights and Community

It is obvious that Stan Sthanunathan, Vice President, Marketing Strategy & Insights at The Coca Cola Company, loves his job.

He opened with “The marketing research profession is the best profession in the world….for one simple reason. Insight is the most critical thing.” 

Well, he certainly knows his audience because most of us here at The Market Research Event agree with him…at least I do:)

Diane Hessan, President & Ceo of Communispace facilitated the discussion, and she told me prior to the session start that it would be worth blogging about…and it was!

This is what I enjoyed most about his presentation:

1. Visionary thinking“The responsibility of companies is to help create the future…..but you have to learn how to stop looking in the rearview mirror?” 
 2. Perspective on hiring. “Hire people that are not the same as you had before.” He said that many of his “strange hires” have turned out to be “great hires.” He also cautioned companies not to “outsource your thinking.” 
3. Clear communication of the brand. “What makes coca cola what it is today? It’s the community we have established..that we touch people on a daily basis.” “It’s a drink that promotes happiness.” Check out what Coca-Cola is now doing with a program they call 5 BY 20.

April Bell

Build Your Bridge to a Successful Career in Market Research with Future Market Research Leaders

The Future Market Research Leaders Education Series, brought to you by The Market Research Event and faculty from the University of Notre Dame, will arm you with the tools you need to excel in the field of market research. This two day course provides a comprehensive introduction to the fundamentals of market research and how they are best utilized across best-in-class corporations. It is co-located with The Market Research Event this coming November 7-9, 2010, in San Diego, California.

Some of the sessions you can attend led by heads of research from some of today’s top companies:

  • Successful Research Requires a Problem with Capital One
  • Creating a Research mindset within an Organization with Frito Lay
  • Organizing a Research Function with Plantronics
  • Analyzing, Interpreting, and Presenting Research Results with The Coca-Cola Company
  • Working with Internal End Users with YRC Worldwide

For more information on our The Future Market Research Leaders Education Series, visit our webpage.