Why marketing research is falling flat: insights from Anheuser-Busch InBev

This event report outlines three key ways that marketing research is failing brands, largely due to problems regarding consumer panels.

Why marketing research is falling flat: insights from Anheuser-Busch InBev

Stephen WhitesideWarc

Any event involving the words "samples" and "beer" holds out the promise of good times.

But Charles Guilbeau, vp/strategy and insights at brewing giant Anheuser-Busch InBev, was talking about the paucity of reliable consumer samples now available to brands, and his words threatened to leave marketing researchers, agencies, and vendors wanting to drown their sorrows.

"Consumer samples are becoming a really scarce resource," he said at The Market Research Event, a conference held by the Institute for International Research (IIR) in Boca Raton, Florida. "Consumer research, ultimately,...

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