In the latest GRIT Spring 2015 report, Coca-Cola was recognised as 2nd most innovative market research client. From the GRIT report: Coke was recognized for its commitment to staying at the forefront of technology, techniques, and methodology. Commentators applauded Coke for its innovative ways to understanding consumers at a deeply emotional level and to then engage with them at that level. They understand the need, dos and don’ts behind MR, while constantly pushing for new ways of doing things better and smarter. The conference presentation won best paper and talked about what it means for Coca-Cola to be an innovative market research client and showed how we use technology to upgrade the most important piece of research, the global beverage tracker, to bring insights to stakeholders faster, better and cheaper.

1. Visualizing a Coke
and a Smile
Carl Edkins
Strategic Planning &
Insights Manager,
Coca-Cola Oceania
Ltd
Horst Feldhaeuser
Group Client Director,
Infotools

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

3. 3
Built to run
fast (track) but
gradually less
prepared to innovate
(cross-country)

4. EVOLUTION & INNOVATION Table Stakes
Constant changes
in Consumer
behaviour
Changing
expectations
about brands
Data Deluge
1
2
3

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

6. COCA-COLA'S
BRAND GUIDANCE SYSTEM
DISAGGREGATED
RESEARCH VALUE
CHAIN
02
PROTOCOL
CUSTODIAN
Design & Data
Custodian
Audit
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
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.

7. … to get better outcomes
G.I.G.O...
"Reloaded"
Fix what's
going in first …

8. Upgrading our most
important piece of
research, the beverage
tracker
Low
Flexibility
21
3
Opportunity
of tracking
volume
performance
better 4
Insufficient
diagnosis
5
Repetitive
and long
6 7
Antiquated
technologyPoor
interconnection
with other tools
Sub-
optimal
Market
Coverage
design

9. SHORTER SMARTER MODULAR
Low
Flexibility
Core + Modular
approach
21
Poor
interconnection
with other tools
Integrated
System
3
Opportunity
of tracking
volume
performance
better
More accurate
claimed
consumption
4
Insufficient
diagnosis
Track brand
and category
drivers/
barriers
5
Repetitive
and long
Shorter
questionnaire(s)
6
Sub-
optimal
Market
Coverage
design
Improved
sample
design
7
Antiquated
technology
Tablet
Upgrading our most
important piece of
research, the beverage
tracker

10. 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
 Detailed data interrogation via CCV (Coke’s in-
house analytics tool designed for K&I analysts)
PULL
 Real-time interaction with
Protocol Custodian App 24/7
 Automatic Data uploads, ideally with ‘live’
data links
 Automatic uploads to engaging dashboard
solutions for reporting & sharing
 Results available everywhere on the go (via
touch devices)
 Summary information via Newsletters and
Infographics
 Customized Alerts & notifications
PUSH

11. CREATING TRANSPARENCY - ERROR REDUCTION

12. CREATING TRANSPARENCY - CONTINUOUS IMPROVEMENT

13. CREATING TRANSPARENCY - FLEXIBILITY FOR CHANGE

14. KNOWLEDGE ACTIVATION

15. ALERTS TO YOUR MOBILE
Get a notification
either email or
SMS
See metrics based
on exception rules
(e.g. sig change)
See a second level
to understand brand
changes

16. SEE IT IN YOUR PC OR TABLET

17. Our Vision for tomorrow -
an Enhanced & Integrated System
IMC & COMMERCIAL
EXECUTION TRACKING
COMMUNICATION &
MMM TESTING
BIG DATA ANALYSIS &
EXPERIMENATION
RESEARCH
TRACKING
DIGITAL &
SOCIAL
Enhanced &
Integrated
System

18. UPGRADING TO CLOUD CCV

20. WRAP SOURCES & AXES ON THE FLY…
…FOR INSTANT
CROSS-TABS

21. VISUALIZED & SHARED

22. TEAM WORK
Partnerships
Global
Kantar
Team
Local
Market
Field
Agencies
Coca-Cola
Local Markets
Coca-Cola
Corporate
Analytic
Agencies
Infotools
Business
Units
+

23. THANK YOU!
Visualizing a Coke
& a Smile