It takes many notes to make a symphony: The power of data cross pollination in helping Nestle understand coffee in India

Ritanbara Mundrey

This paper highlights how Nestle, the food company, is addressing business questions faced by its Nescafe coffee brand in India, by working with disparate data and inspiring a more rounded solution to market research briefs.

We have, yet we have not

We are in an age of data carpet bombing. Data has gone from scarce to surfeit. Businesses today are staggering with the relentless flow of industry updates, investor reports, retail audits, internal sales dashboards, brand health trackers, social listening narratives ad nauseam. Each piece of data delivers its own story and treads its own path oblivious of the other 'versions of truth'. The data is intended to empower, yet it overwhelms. Businesses need help – in making sense of their proliferating data and in making their data to work harder for them.

The increase...

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