Research in a complex world: the view from Coca-Cola

This report from the ARF Re:Think conference in 2011 covers the talk given by Coca-Cola executives, Stan Sthanunathan and Joe Tripodi, about creative research.

Research in a complex world: the view from Coca-Cola

Geoffrey Precourt Warc

In marketing research, says Stan Sthanunathan, "the reality is that change is not an option. Acting or not is the choice we have to make. At the end of the day, it's our job to make sure that businesses we serve are growing on a daily basis. All CEOs have just one thing on their minds – growth, day in and day out. Our job as researchers is to enable growth."

Sthanunathan, VP Marketing Strategy and Insights at the Coca-Cola Company, told a 'Research Must Change' panel...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands