From a single corn flake to a global presence, Kellogg’s has been fueling better days for more than a century. Today, the food-manufacturing giant markets 24 brands, in 180 countries. The sheer size of Kellogg’s, coupled with today’s changing insights environment, created a daunting challenge for the company’s global insights team last year.
How could they decrease turnaround times for claims research, standardize approaches for comparability of results, while extracting better insights and decreasing costs all at the same time?
At Quirks Event Chicago, Kellogg’s Category Strategy and Global Brand Insight Lead, Sebastian Schuliaquer, revealed how he tackled this dilemma and, in turn, is improving future claims generation and testing, thanks to SKIM’s global Insights Ecosystem platform. Remy Denton, Director of Research, shared