Chobani's new structure magnifies power of insights

Chobani, the yogurt brand, has maximized the power of consumer insights through a variety of tactics ranging from organizational restructuring through to expert storytelling.

Market researchers often complain about being stuck in organizational silos, meaning the impact of their work is diluted as it travels through various departments and managerial layers.

For Çağdaş Şirin, SVP/Chobani, and its head of "demand solutions and research," that roadblock was largely removed in July 2017, as the yogurt manufacturer combined several functions – including its insights, sales, marketing, trade, creative, innovation, and channel-specific (think: ecommerce, food service and retail) teams – into one department, led by Peter McGuinness, the firm's Chief Marketing, Commercial and Demand Officer.

"We don't have a marketing department anymore; we don't have any sales...

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