Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape

Patricio Pagani, Javier Quiñones and Veronica Moreno
Infotools, New Zealand and The Coca-Cola Company, USA

Old tunes

"Take me to the magic of the moment
on a glory night
where the children of tomorrow dream away
in the wind of change"

– Winds of Change, Scorpions

Six years ago, Coca-Cola acknowledged a shocking fact: the dynamics in the beverage market were evolving faster than their ability to understand it. Coca-Cola redefined their 2020 vision and was poised to become the 'Total Beverage Company'.

However, they had a blind-spot. The tracking protocol Coca-Cola was using to read consumer behaviour may have been good enough for their old reality. However, it wasn't adequate to measure the increased complexity of beverage categories that the company wanted to lead in the future.