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...

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