Preface

PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.

Introduction: Opportunity is born from change

The pace of change in the universe within which global corporations operate is rapidly changing. Technology is transforming the way people shop for and consume and/or use products with corresponding implications for consumer demand, competitive dynamics, emerging categories and new channels. Digital is acting as a catalyst and facilitator, driving the pace of change with fragmentation and customization on one side, and democratization and access on the other. Thus, opportunity is born from change. In this rapidly evolving environment, corporations must learn and adapt in a faster and more agile way than ever before. Indeed, as consultant Neil Beyersdorf quoted Jack Welch, the legendary former CEO of General Electric (GE), who stated: "An organization's ability to learn and translate that learning into action rapidly, is the ultimate competitive advantage", (2015: slide 32). Strong words to read as GE's value rose 4,000% during Welch's tenure there; as Welch predicted, success is huge for companies able to learn and understand, but most importantly, to act on those learnings.