Research leads Kellogg into a mobile future

This event report covers how the Kellogg Company, the food group, is making greater use of mobile to reflect evolving consumer habits.

Research leads Kellogg into a mobile future

Stephen WhitesideWarc

As shopper habits shift towards mobile – both at home and in retail stores – the Kellogg Company is realigning the ways it stays in touch with them.

"First off, we're thinking about our investment in mobile," Christian Thompson, senior director/shopper insights at Kellogg – which owns brands like Frosted Flakes, MorningStar Farms and Pringles – told delegates at the 2015 Market Research in the Mobile World conference.

"Today, we invest in some areas of mobile usage. But it [has been] pretty minimal. Now we're shifting our dollars, and...

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