How Coca-Cola future-proofed a tracking study in Japan: Adapting to the device of preference
Makoto Moriguchi and Daniel Welch
Introduction
In late 2015, Coca-Cola Japan and Ipsos came together with the objective of enhancing the representivity of The Coca-Cola Company's brand and consumer diagnosis tracker study. The goal was to future proof it by allowing respondents to complete the questionnaire on the device of their preference and in turn ensure it reflected the reality of beverage consumption in Japan. As with most trackers, the questionnaire includes long brand lists and statements and is grid heavy in nature. The Coca-Cola Company...