David Blecken
Sep 1, 2017

Why Coca-Cola Japan joined hands with a British tech startup

The brand speaks for the first time about an initiative that can be seen as a model for more effective research and collaboration between established companies and startups.

Being squeezed is a sensation most marketers are very familiar with. As budgets and teams shrink, they are urged to be always on’, deliver more work in less time, and achieve stronger results. A big problem is that traditional research companies have not caught up to this reality. The fieldwork to generate consumer insights’ can take so long that those insights may well be irrelevant by the time they appear in a chart. Testing ads and other concepts...

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