Why General Mills believes intuition should support data

Geoffrey Precourt
Warc

Jeanine Bassett, vp/global consumer insights at General Mills, has more than broad-based theories about the role of quantitative research. She can instead tell a highly-relatable story about how she came to understand the role massive amounts of data play in marketing.

"I'd been working at General Mills for a number of years, and I was working on the Cheerios desk in the United States" she said when discussing the moment she first learned about transferring to Switzerland to work for the company's joint venture with Nestlé. Together, the two enterprises "create and market cereals all over the world other than North America, so I definitely was dealing with countries that I was not familiar with at all."

Jeanine Bassett