April 2-3, 2019
Kellogg’s is a global business in an extremely competitive industry, with many global and regional brands and with regional teams that need fast and ongoing access to information and insight about how to manage their brands successfully. Kellogg’s research leadership decided to build an agile, fast-response, global insights platform to provide support and guidance globally.
Sebastian and Remy will discuss the creation of a global platform for capturing, leveraging and managing research insights generated around the world. They will talk about how to go about this, challenges faced, the benefits and best practices identified during the implementation. They will discuss the use of SKIM’s behavioral-based, mobile-first Unspoken fast turnaround methodology that allows SKIM to derive answers without asking questions and provide results that can be compared globally without scale bias. They will also discuss the importance and impact of standardization and how to do it, the value of sophisticated insights dashboards and the long-term global value of developing a knowledge ecosystem.
We will present a detailed case study for a global consumer brand that has successfully moved from primarily full-service to self-service for a substantial portion of their research. This case [...]
Wednesday | 11:30-12:00 | Room 4