Using qualitative research to optimise consumer understanding: insights from Kellogg

This event report explains how Kellogg, the food manufacturer, is using different types of qualitative research to understand consumers in Asia better.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands