The document discusses the role of Horst Feldhaeuser and his company Infotools Ltd. in providing quality control and oversight of Coca-Cola's market research data for 10 years. As a "consigliere", he acted as a trusted advisor who could independently challenge Coca-Cola and identify issues in their data collection methods or execution that could impact the quality and integrity of the results. This included uncovering gaps in interviewer notes, identifying interviewers who were speeding through surveys, and the impact of changes to sample composition, interviewer teams, and data collection platforms. His role helped ensure Coca-Cola's stakeholders could trust the data and insights provided.

1. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Ten years of looking a/er
Coca-Cola’s data
Horst Feldhaeuser
Infotools Ltd

2. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Or what “The Godfather”
has to do with Coca-Cola

3. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
In ITALY and
SWITZERLAND, a
consigliere is an advisor
who works very closely with
the boss, a trusted confidant
(often a family member),
and with the unique
capability of challenging the
boss when needed to ensure
plans are foolproof.

4. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech

5. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
La Greca

6. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Protocol
compliance &
data quality
Qnr design &
implementation
Support as
MR
methodology
consultants
Audit & analyze
unexplained
changes, tracker
vs. reality
Manage
changes in
field agencies
Share
learnings back
to markets
WHAT THE CONSIGLIERE DOES?
Centralized best-
practice MR
methodology
hub

7. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
UNDERSTANDING GAPS IN INTERVIEWER NOTES
OF NEW AGENCY
KEY ISSUE:
In spite of having a strong
protocol, data changed
drastically after switching
fieldwork providers
OUR SOLUTION:
Re-training the
interviewers and
implementing new QC
processes
OUR FIND:
New interviewers were
not insisting as much
as old ones when
prompting brands

8. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
IDENTIFYING SPEEDING UP INTERVIEWERS
KEY ISSUE:
Tracker data showing a
collapsing market against
sales and Nielsen data
OUR SOLUTION:
Re-train interviewers.
Around 60% of the
interviews needed to
be replaced in order to
guarantee the quality
of the study
OUR FIND:
Uncovered executional
issues, survey length
reduced dramatically
while interviewers
expertise grew

9. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
CHANGE OF SAMPLE COMPLETION & COMPOSITION
AND INTERVIEWER FLUCTUATIONS
KEY ISSUE:
Unexplained data
fluctuations (particularly
evident for Coca-Cola
brand)
OUR SOLUTION:
Keep consistency:
stable interviewers
teams, constant
training and new QC
processes
OUR FIND:
Major methodological
and executional
changes were
disregarded in terms of
their impact on the data

10. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
IMPACT OF EXECUTIONAL DECISIONS
KEY ISSUE:
Over 60% of brands showed
a declining trend in
consumption to previous
years
OUR SOLUTION:
Restauration and
re-process of data.
OUR FIND:
An upgrade in the
collection platform
resulted in longer loading
times, with interviewers
‘compensating’ for this
with fewer prompts.
LOI
# brands ever consumed

11. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Smart Proofing
the Beverage Tracker

12. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
CREATING
TRANSPARENCY:
ONGOING QC
REPORTING

13. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Why is this so important?

14. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
OUR STAKEHOLDERS RELY ON
TRUST
100% confidence to
base decisions on
the information we
have available
Knowing that we can
rely on the data no
matter where it
comes from is a
MUST

15. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
OUR STAKEHOLDERS RELY ON
INTEGRATION
How useful is this
information?
How can it be combined
with other information
and data sources?

16. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
OUR STAKEHOLDERS RELY ON
SPEED
Information request
on short notice
Ability to have our
insights readily
available when
needed

17. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
This is not a role clients are willing to
invest in very often, as they simply rely on
their fieldwork supplier for this.
However, without the external, vigilant
eye of the consigliere, such an approach
would cause irreparable damage based on
the executional blind spots highlighted in
our presentation.
For Coca-Cola, the choice paid off time and
time again.

18. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Reality check
of Results
Transparency of
Data Collection
Visibility of
Data Quality
Objectivity
of Delivery
Volatility of
Results

19. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Gracie!
hBp://www.infotools.com
horst.feldhaeuser@infotools.com
@nzfeldi

20. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Thank You!
h>p://www.infotools.com/
horst.feldhaeuser@infotools.com
@nzfeldi
Use previous
“Gracie” slide 19
instead of this one

21. Ten years of looking a/er Coca-Cola’s data
Horst Feldhaeuser, Infotools Ltd
New but not
Tech
Q & A
Horst Feldhaeuser
Infotools Ltd
Sue York
The Handbook of
Mobile Market Research