Why General Mills believes intuition should support data

This event report addresses the role of data and intuition in marketing, based on the views of Jeanine Bassett, vp/global consumer insights at General Mills.

Why General Mills believes intuition should support data

Geoffrey PrecourtWarc

Jeanine Bassett, vp/global consumer insights at General Mills, has more than broad-based theories about the role of quantitative research. She can instead tell a highly-relatable story about how she came to understand the role massive amounts of data play in marketing.

"I'd been working at General Mills for a number of years, and I was working on the Cheerios desk in the United States" she said when discussing the moment she first learned about transferring to Switzerland to work for the company's joint venture with Nestlé. Together, the two...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands