Heinz conducts consumer research at speed in China

Heinz, the food group, is pursuing a research model in China based around the mantra, "Listen. Work.

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...

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