The document discusses how Coca-Cola has evolved its approach to market research tracking to better meet current needs. It notes constant changes in consumer behavior and data availability require more flexible, integrated, and real-time research solutions. Coca-Cola disaggregates the research process among best-in-class providers and upgrades key tools like beverage trackers to be shorter, modular, and technologically advanced like tablet-based. This enables more accurate results, continuous improvement, and knowledge activation across the organization.

1. 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

2. Sharing
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Why
We
Need
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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.

3. Sharing
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Why
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Evolve
Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
EVOLUTION & INNOVATION
Table Stakes
Changing
expectations
about brands1
2
3
Constant
changes in
Consumer
behaviour
Data Deluge

4. Sharing
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We
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Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
33 TIMES

5. Sharing
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Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
Break the
‘unbreakable’
through smart
thinking, best-in-
class requirements &
challenging norms

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Research
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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

7. Sharing
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Research
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Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
… to get better
outcomes
G.I.G.O...
"Reloaded"
Fix what's
going in first
…

8. Sharing
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Why
We
Need
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Evolve
Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
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. Sharing
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We
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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
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. Sharing
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We
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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)

11. Sharing
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Research
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Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
CREATING
TRANSPARENCY
- ERROR
REDUCTION

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Research
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Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
CREATING
TRANSPARENCY
- CONTINUOUS
IMPROVEMENT

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Feldhaeuser,
New
Zealand,
Fes3val
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NewMR
2016
CREATING
TRANSPARENCY
- FLEXIBILITY
FOR CHANGE

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KNOWLEDGE ACTIVATION

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Notifications – from here……

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New
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Fes3val
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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

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Feldhaeuser,
New
Zealand,
Fes3val
of
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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

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Feldhaeuser,
New
Zealand,
Fes3val
of
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2016
UPGRADING TO CCV HARMONI

19. Sharing
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Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016

20. Sharing
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Coke
And
A
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Why
We
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Research
Tracking
Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
…FOR INSTANT CROSS-TABS
WRAP SOURCES & AXES ON THE FLY…

21. Sharing
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Horst
Feldhaeuser,
New
Zealand,
Fes3val
of
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2016
VISUALIZED & SHARED

22. Sharing
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Feldhaeuser,
New
Zealand,
Fes3val
of
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2016
TEAM WORK
Partnerships
Global
Kantar
Team
Local
Market
Field
Agencies
Coca-Cola
Local
Markets
Coca-Cola
Corporate
Analytic
Agencies
Infotools
Business
Units
+

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Thank
You!

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2016
Q
&
A
Horst
Feldhaeuser
Infotools
Ltd
Sue
York
NewMR
#NewMR
2016
Sponsors
Media
Partner
GreenBook

25. Sharing
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Feldhaeuser,
New
Zealand,
Fes3val
of
NewMR
2016
INFOTOOLS HARMONI
one
way
to
design,
analyse,
visualise,
and
share
insight
hHp://www.infotools.com/