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...

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