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

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Introduction

This paper tells the story of Coca-Cola's...