A Classic Formula: End-to-End Insight with Added Productivity

In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs.

A Classic Formula: End-to-End Insight With Added Productivity

Clodagh Forde and Stan SthanunathanThe Coca-Cola Company

Dave PattenResearch International

Geoff WickenKantar Media Research

BACKGROUND

In an ever-changing business and economic environment, even high-performing companies need to continually improve their business processes—and The Coca-Cola Company is no different. Over the last five years, there has been an increased emphasis on doing things in the most efficient and effective way. This has become such an important business imperative that we have added a sixth “P”—Productivity.

Productivity improvements in research traditionally have been about minimization—cutting budgets, limiting sample sizes,...

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