One of the biggest challenges that researchers face at a global enterprise like the Coca-Cola Co. is being able to access, manage and mine the research their brands already own.
Heck, forget mining the data; often, the problem for Coke's researchers was finding the data in the first place.
"Coca-Cola used to suffer from too much data, not enough insights," admitted Roberto Cymrot, Group Director/Knowledge and Insights at Coca-Cola North America.
"We had such a cumbersome system. It was the black hole of research, where research goes to die. It was...