Decision making at Heineken.

Karel Vuursteen
Heineken NV, The Netherlands


Some time ago I made the decision to accept Esomar's invitation to share some views on Decision Making and the role of market research from the Heineken company perspective. I made this decision without extensive market research, without long deliberation. I decided just on my intuition.

But the fact that I am here, for this international forum of market researchers, should also be taken as a sign that we at Heineken take market research seriously. We do. In my letter at the beginning of this year to the General Managers and Corporate Directors, I even stressed the importance of improving the quality of our market research.