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...