Post on 17-Sep-2018
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Salim SitafalwallaDirector, Consumer & Competitive Insights
AT&T
Hattie FarrellDirector, Client Management
Kantar Millward Brown
5
Democratize the data
Data from all sources
Creativity from all involved
Research must connect to business metrics
10
Prevent Diversion
Pack size
$1.78 M
Build further equity
Functional benefitsEmotional benefits
$4.1 M
$5.9 M
22%
17%
Share of equity Share of purchase
1 3