Turning shopper insights into company-wide memes: Danone disrupts shopper research by engaging with a tribe of shoppers

Tom De Ruyck, Niels Schillewaert, Thomas Troch, Anouk Willems, Olesya Govorun and Holly M. Rozelle

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Introduction: Increasing the return on consumer insights

Danone is the parent company of The Dannon Company, Stonyfield Yogurt and Happy Family. The company has taken strategic steps to achieve a global presence and to focus on four areas of business with high potential built on health and vitality: dairy products, bottled water, baby nutrition and medical nutrition. As one of the projects within the "Danone 2020" initiative, the North-America based dairy brands have united their forces to change the face of Market Research (MR) within their organization. "Danone 2020" is a business transformation program designed for a sustainable, collaborative and community-engaging future.