How PepsiCo’s new knowledge platform became a crisis-management tool during COVID-19

Geoffrey Precourt

PepsiCo, the food and beverage giant, saw the true impact of building out a holistic insights platform as COVID-19 upended nearly every category in which it operates.

Why it matters

The rapid changes in consumer behavior that result from the COVID-19 pandemic mean that accessing the latest insights is essential for researchers and marketers. In large organizations, that task can often be complicated by decentralized business structures and inadequate processes for gathering together information.

Takeaways

  • Brands often have often paid for significant amounts of research to be undertaken, but the lack of coordination in making this information easily available reduces its long-term value.
  • Gathering together research from various countries and categories avoids unnecessary duplication, and may provide for unexpected transferable insights.
  • When a crisis hits, ensuring that...

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