The evolution of the global consumer insight capability

Duncan Lawrence, Jack McDonald and Art Redmond

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management.

Data management
Automakers & marques
Automotive industry (general)
Cinema effectiveness

The evolution of the global consumer insight capability

Arthur Redmond Ford Motor CompanyJohn McDonald MORPACE International, Inc andDuncan Lawrence MORPACE International, Inc

INTRODUCTION

Ford Motor Company has a new mission that stimulates the need to 'reinvent'...

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