/* ---- Google Analytics Code Below */

Tuesday, January 28, 2014

Gaining Insight from Research at McDs.

Consumer research at McDonalds.  In Research Mag.   Not unlike our innovation center aims:

" ... McDonald’s is a customer-oriented business, and research and consumer insight are our lifeblood,” says Lauren Cody, vice president of business strategy and insight for McDonald’s UK. “It runs right through the heart of our planning process, the development and testing of new products, and the introduction of changes to our operations and customer experience in our restaurants.

“Our strategy is built and shaped using a range of research and insight methods; from collating qualitative and quantitative research to garnering insight from unprompted customer feedback and engagement on social media. But overall, we take a 4-Cs approach with the aim of producing insight which encompasses and adds value to all key pillars of our business - customer, competitor, company and (trading) context.” ... " 

No comments: