Babar Khan Javed
Jul 6, 2018

How Snapcart is disrupting traditional CPG market research

After waiting 17 years for the retail tech industry to create a real-time data solution, a former P&G market-research director took matters into her own hands.

Teresa Condicion

A decade ago, marketers charged with segmentation, targeting and positioning for consumer packaged goods CPG relied on traditional market research as a means of understanding consumption habits, brand lift, and brand equity. Research firms operated in an ecosystem wherein they had no access to actual purchase behaviour and relied on limited sampling of lookalike audiences.

I was market research director at PG for 17 years and the kind of data that we had on...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
CMOs need to muscle in on digital transformation, Forrester says
Premium
4 hours ago

CMOs need to muscle in on digital transformation, ...

By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.

Premium
Called Pat? Get free stuff
Premium
5 hours ago

Called Pat? Get free stuff

Guinness celebrates St Patrick's Day in Singapore by offering discounts for people called Pat. Or Patrick. Or Patricia. Or Ah Pat. Pathiranas, we urge you to assert your rights.

Premium
Programmatic traders risk workload burnout: study
Premium
5 hours ago

Programmatic traders risk workload burnout: study

TOP OF THE CHARTS: New research from CtrlShift highlights the increasing complexities faced by programmatic traders, and the accompanying heightened risk of burnout.