Heinz conducts consumer research at speed in China
Geoffrey PrecourtWarc
"No matter how many times you go to China," Diane Kosobud told the Advertising Research Foundation's 2013 Re:think conference in New York, "you're going to learn something new." And, added HJ Heinz's director for consumer and customer insights, how much you learn depends on how you go about your work: "Local partners are critical in China to make sure that you're not staying in a Western part [of a city] or working with a Western mindset," she argued. "The sooner you get out of that, the more you...