Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Sharing  a  Coke  &  a  Smile  Why  we  need  to  evolve  research  

tracking  

Horst  Feldhaeuser  Infotools  Ltd.        2  February,  2016  

#NewMR  2016  Sponsors  

Media  Partner  GreenBook  

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Coca-Cola understand the need, dos and don’ts behind MR, while constantly pushing for new ways of doing things better and smarter.

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

EVOLUTION & INNOVATION Table Stakes

Changing expectations about brands 1

2

3Constant

changes in Consumer behaviour

Data Deluge

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

33 TIMES

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Break the ‘unbreakable’ through smart thinking, best-in-class requirements & challenging norms

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Coca-Cola's Brand Guidance System

03 FIELDWORK

Local agencies

01 DESIGN

04 KNOWLEDGE BANK

Data processing Harmonization

05 INTERROGATION

Data Crunching

06 DELIVERY Visualization Empowerment Story Telling & Sharing Connection

07 ANALYTICS

Analytic Insight Advanced

Analytics & Reporting

Research Design Review

02 PROTOCOL CUSTODIAN Design & Data Custodian Audit

GRIT 2015 report: They realized that it’s best to use best-in-class providers for each step of the research chain, rather than stick with one or two big suppliers.

Disaggregated Research VALUE chain

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

… to get better outcomes

G.I.G.O... "Reloaded" Fix what's going in first …

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Upgrading our most important

piece of research, the beverage

tracker

Low Flexibility

21

3Opportunity of

tracking volume

performance better 4

Insufficient diagnosis

5Repetitive and long

6 7Antiquated technology Poor

interconnection with other tools

Sub-optimal Market

Coverage design

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

SHORTER SMARTER MODULAR

Low Flexibility

Core + Modular approach

21

Poor interconnection with other tools

Integrated System

3Opportunity of

tracking volume

performance better

More accurate claimed

consumption

4Insufficient diagnosis

Track brand and category

drivers/ barriers

5Repetitive and long

Shorter questionnaire(s)

6Sub-optimal

Market Coverage

design

Improved sample design

7Antiquated technology

Tablet

Upgrading our most important

piece of research, the beverage

tracker

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

PULL ü Real-time interaction with

Protocol Custodian App 24/7

ü Automatic Data uploads, ideally with ‘live’ data

links

ü Automatic uploads to engaging dashboard

solutions for reporting & sharing

ü Results available everywhere on the go (via

touch devices)

ü Summary information via Newsletters and

Infographics

ü Customized Alerts & notifications

PUSH ᵡ  Information requests for protocol compliance &

changes

ᵡ  Manual Data uploads to Infotools

ᵡ  Manual Data base transfers to local markets

ᵡ  Semi-automatic KPI reporting

ᵡ  Brand managers asking queries from K&I team

ü Detailed data interrogation via CCV (Coke’s in-

house analytics tool designed for K&I analysts)

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

CREATING TRANSPARENCY - ERROR REDUCTION

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

CREATING TRANSPARENCY - CONTINUOUS IMPROVEMENT

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

CREATING TRANSPARENCY - FLEXIBILITY FOR CHANGE

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

KNOWLEDGE ACTIVATION

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Notifications – from here……

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

…TO YOUR MOBILE

Notifications alert you to new or significant data

Click through to top line results on your mobile device

Click again for more detailed results or switch to desktop

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Our Vision for tomorrow - an Enhanced & Integrated System

COMMUNICATION & MMM TESTING

BIG DATA ANALYSIS & EXPERIMENATION

RESEARCH TRACKING

DIGITAL & SOCIAL

Enhanced &

Integrated System IMC & COMMERCIAL

EXECUTION TRACKING

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

UPGRADING TO CCV HARMONI

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

…FOR INSTANT CROSS-TABS

WRAP SOURCES & AXES ON THE FLY…

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

VISUALIZED & SHARED

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

TEAM WORK

Partnerships

Global Kantar Team

Local Market Field

Agencies

Coca-Cola Local

Markets

Coca-Cola Corporate

Analytic Agencies

Infotools

Business Units

+

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Thank  You!  

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

Q  &  A  

Horst  Feldhaeuser  Infotools  Ltd  

Sue  York  NewMR  

#NewMR  2016  Sponsors  

Media  Partner  GreenBook  

Sharing  A  Coke  And  A  Smile  –  Why  We  Need  To  Evolve  Research  Tracking  Horst  Feldhaeuser,  New  Zealand,  Fes3val  of  NewMR  2016  

INFOTOOLS HARMONI one  way  to  design,  analyse,  visualise,  and  share  insight  hHp://www.infotools.com/