To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills

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at Market Research in the Mobile World Europe 23 - 26 September 2014, Belin, Germany This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

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September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
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To mobile & beyond
General Mills’ pursuit of richer insights via technology
feedback?
@rtbacker

Because we had to…
adoption growth · default access · growth targets

… Because we wanted to …
consumer 1st · multimedia · in-context & real, not recalled

We heavied up & sold hard
scaled · hand-held · showcased

We redefined best practices
□ Instant A&Us
□ Ethnography
□ Geo-Intercepts

Oh, and we stubbed our toes
□ Lift & Shift ROR
□ Multimedia Paralysis
□ DIY “Scissors”

… We know our barriers …
□ Broad/Deep Global Panel
□ True Full Service
□ Next Gen Toolkits

NEW
data streams
NEW
technology
NEW
applications

Ryan Backer
Global Consumer Insights, Emerging Technologies
General Mills, Incorporated
ryan.backer@genmills.com feedback?
@rtbacker

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To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills

1. September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz Organized by #MRMW

2. Title Sponsor Gold Sponsors Silver Sponsors Premier Sponsor Bag Sponsor Workshop Sponsors MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners Event App PartnerNetworking Reception PartnerExhibitor MRMW Berlin Sept. 23-26, 2014 #MRMW

4. To mobile & beyond General Mills’ pursuit of richer insights via technology feedback? @rtbacker

5. Timeline 2011 2014 20XX 2013

6. Because we had to… adoption growth · default access · growth targets

7. … Because we wanted to … consumer 1st · multimedia · in-context & real, not recalled

8. … And, because it felt right

9. So, how’d it go?

10. We heavied up & sold hard scaled · hand-held · showcased

11. We redefined best practices □ Instant A&Us □ Ethnography □ Geo-Intercepts

12. Oh, and we stubbed our toes □ Lift & Shift ROR □ Multimedia Paralysis □ DIY “Scissors”

13. Nonetheless, we’re moving on

14. We’ve reached the tipping point

15. … We know our barriers … □ Broad/Deep Global Panel □ True Full Service □ Next Gen Toolkits

16. And, we’re salivating about what’s next

17. NEW data streams NEW technology NEW applications

18. Come on in… the water’s warm

19. Ryan Backer Global Consumer Insights, Emerging Technologies General Mills, Incorporated ryan.backer@genmills.com feedback? @rtbacker

20. Title Sponsor Gold Sponsors Silver Sponsors Premier Sponsor Bag Sponsor Workshop Sponsors MRMW Berlin Sept. 23-26, 2014 #MRMW

21. Association & Media Partners Event App PartnerNetworking Reception PartnerExhibitor MRMW Berlin Sept. 23-26, 2014 #MRMW

22. September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz Organized by #MRMW

To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills

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