Chicago

April 2-3, 2019

Chicago
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Building a Powerful Global Research Insights Platform at Kellogg’s

Room 4 | 10:45-11:15 | Tuesday, April 2, 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.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Show the framework and its implementation.
  • Discuss hiccups and challenges along the way.
  • Show examples of standardization.
  • The claims testing methodology involved.
  • Effective global vendor/client relationship management.

Takeaways:

  1. Applying a global framework provides standardized metrics for comparability across studies and regions and provides a standard language for discussing results and strategy.
  2. Reducing the issue of scale bias when working with global teams is critical for global oversight and decision-making. Using SKIM’s Unspoken swiping and conversion approach provides insights without asking direct questions and without scale bias.
  3. Having easy access to information in a global knowledge ecosystem of claims tests through an interactive dashboard has important tactical and strategic implications for future claims generation.

Speakers:

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