Using qualitative research to optimise consumer understanding: insights from Kellogg
Low Lai Chow
Brands, according to Kellogg's director of marketing and insights for Asia Pacific, Tyrone Almeida, should act like venture capitalists.
"I spend about 20% of my budget on experimenting," he said, adding that, as breakthroughs come with failure, brands should spend 10-20% of their budget on piloting and refining new research.
"Every technique I've experimented with has been disappointing," he said, "but I use the word in an extreme sense." By that he meant that he might have been expecting a technique to produce "wonders" and it...