As data sets proliferate, brands increasingly need to combine insights from many sources to drive smart decision making. At The Market Research Event (TMRE) next week, GfK will highlight two approaches to this crucial task, presenting with clients from Cargill and Coca-Cola about customized programs for maximizing the value of trends, surveys, and other data.

Focusing on the theme “The Rise of the New Insights Professional,” TMRE 2019 will take place from November 4th to 7th in Las Vegas, bringing together over 1,100 research and insights executives.

To schedule a meeting with GfK experts at TMRE, visit this page.

On November 5th at 4:05PM, GfK’s Tim Kenyon (VP, Consumer Life) will share the stage with Cargill’s DeeAnn Roullier (Consumer Insights and Marketing Research Leader) to demonstrate the value of trends for setting both high-level strategy and tactical goals. The two companies have collaborated on Cargill’s Trend Tracker program, which unifies the manufacturer’s approach to analyzing both macro and micro insights from over 20 countries.

Trend Tracker helps Cargill drive profitable growth by unifying trend analysis company-wide and keeping stakeholders informed through webinars, briefings, and other resources.

GfK and Coca-Cola are partnering on a systematic program to integrate the global beverage company’s existing data with custom survey findings. On November 6th at 12:05PM, GfK’s Lynn Potts (SVP) and Coca-Cola’s Eli Moore (Director, Consumer and Brand Insights and Analytics) will tell how the two firms leveraged custom survey data, as well as Consumer Life ValueScope statements from MRI-Simmons’ Survey of the American Consumer®, to create a holistic segmentation.

The resulting insights are helping Coca-Cola better understand people, transcending their engagements with brands, and offering new ways to address the company’s key business questions.

Kenyon consults with Fortune 500 companies, governments, and non-profits to help them understand the public’s attitudes towards a range of topics.

Potts is a Key Account Director, partnering with clients to strategically address business issues, and is an active member of the market research community. She served on the Planning Committee for ESOMAR’s 2019 Congress.