General Mills looks for insights beyond the numbers
Geoffrey PrecourtWarc
Data is expensive, Jeanine Bassett, vp/consumer insights at General Mills, allows. "But shouldn't we be leveraging it?" she asked the audience at The Market Research Event (TMRE) 2013 – a conference run by the Institute for International Research and held in Nashville, Tennessee.
"The challenge is: how do you make room for people? How do you make room for consumers in a numbers culture? How do you create some space for the consumer to have a very strong voice, other than quantitatively, in decision-making?"
For General Mills, that challenge...