Coca-Cola's agile research adventure: Implementing an agile research program in Asia

This paper outlines how Coca-Cola used online research to create a rapid-response system for testing advertising creative in Southeast Asia.

Coca-Cola's agile research adventure: Implementing an agile research program in Asia

Ron Gailey, Stephen Phillips and Pete CapeThe Coca-Cola Company, ZappiStore and SSI

View the presentation deck for this paper

Introduction

This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing research solutions in Asia that we call "Agile Research" - research that is done in the spirit of fail fast and learn quickly, while providing results we need in hours or days, not weeks.

Zappistore is an online research provider that offers an automated self-service platform for buying...

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