General Mills looks for insights beyond the numbers

This event report discusses how General Mills, the food group, is seeking to derive the maximum benefit from its qualitative insights, both on their own terms and when mixing this information with quantitative research.

General Mills looks for insights beyond the numbers

Geoffrey PrecourtWarc

Data is expensive, Jeanine Bassett, vp/consumer insights at General Mills, allows. "But shouldn't we be leveraging it?" she asked the audience at The Market Research Event (TMRE) 2013 – a conference run by the Institute for International Research and held in Nashville, Tennessee.

"The challenge is: how do you make room for people? How do you make room for consumers in a numbers culture? How do you create some space for the consumer to have a very strong voice, other than quantitatively, in decision-making?"

For General Mills, that challenge...

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