Research in a complex world: the view from Coca-Cola

Geoffrey Precourt

This report from the ARF Re:Think conference in 2011 covers the talk given by Coca-Cola executives, Stan Sthanunathan and Joe Tripodi, about creative research.

Research in a complex world: the view from Coca-Cola

Geoffrey Precourt Warc

In marketing research, says Stan Sthanunathan, "the reality is that change is not an option. Acting or not is the choice we have to make. At the end of the day, it's our job to make sure that businesses we serve are growing on a daily basis. All CEOs have just one thing on their minds – growth, day in and day out. Our job as researchers is to enable growth."

Sthanunathan, VP Marketing Strategy and Insights at the Coca-Cola Company, told a 'Research Must Change' panel...

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