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3 ways McDonalds use consumer insights to super-charge their innovation process
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This is how you innovate
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McDonald’s spots winning McFlurry flavors
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CASE STUDY
Meet us at
booth 514!
Steve Phillips
Zappi named "Best Marketing Insights Platform" in 2023 MarTech Breakthrough Awards
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Nic Umana
Global Agile Innovation Human Intelligence Director
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Linkedin
Tony Costella
Nic Umana
Christian Niederauer
View Hannah's Linkedin
Glenn Fleischman
Zappi named "Best Marketing Insights Platform" in 2023 MarTech Breakthrough Awards
The short vs. long-term tension
1.
READ NOW
READ NOW
Budget pressures and a need for short-term sales are pushing more short-term activations, but no one wants to lose sight of creativity and long-term brand growth. The tension between creativity and efficiency is high.
AI is here
to stay
2.
READ NOW
READ NOW
AI is (obviously) at the top of everyone's minds, but there's no clear playbook yet. It's all about experimentation. Most marketers see it as a massive productivity and creativity enabler.
The need for diversity has never been greater
3.
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AI presents an even greater imperative for us to use and deliver representative data.
AI pulls from existing information and if that information isn't representative, it will only
set us back further in our diversity and inclusion efforts.
Hover to find out more
Our top takeaways
The short vs. long-term tension
1.
READ NOW
READ NOW
Budget pressures and a need for short-term sales are pushing more short-term activations, but no one wants to lose sight of creativity and long-term brand growth. The tension between creativity and efficiency is high.
AI is here
to stay
2.
READ NOW
READ NOW
AI is (obviously) at the top of everyone's minds, but there's no clear playbook yet. It's all about experimentation. Most marketers see it as a massive productivity and creativity enabler.
The need for diversity has never been greater
3.
READ NOW
READ NOW
AI presents an even greater imperative for us to use and deliver representative data.
AI pulls from existing information and if that information isn't representative, it will only set us back further in our diversity and inclusion efforts.
Tap to find out more
Our top takeaways
Your tech ecosystem holds tremendous value as teams have to simultaneously sponsor change management while maintaining their daily operations, making it essential to have the right people in your corner.
The most successful brands excel in three key areas - people, process, and technology of the insights function:
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26-27 March 2024
Sheraton Grand Chicago
We will be in Chicago with our leaders in the insights and market research field. Together we will learn from each other and walk away from the event feeling inspired and motivated with new ideas. Sign up here!
Can't make it? Get some insights inspiration below.
From McFlurries to celebrities’ favorite meals, McDonald’s is the leading innovator in QSR. But before firing up its test kitchens, McDonald’s looks to its “secret sauce” to ideate on its next great product offering.
McDonald’s partnered with Zappi’s concept-testing solution to establish a research system that unlocks fast iteration at different stages of the development process. Because of its systems-led approach, McDonald’s took its innovation process one step further: the brand can use historic data to “predict” what will matter to consumers and use this to design its next great product.
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Speakers:
Matt Cahill, McDonalds
Zappi
The Bailey, 16 Old Bailey, London, EC4M 7EG
Location:
Tuesday, February 6
Date:
Moderator:
Steve Phillips, Zappi
Hover over to find out more!
...and remember to find us at booth 718
23-25 October,
Gaylord Rockies Resort
& Convention Aurora, CO
Meet with our insights leaders and learn to set your ideas up for success and launch better ads and products.
MEET THE TEAM
Meet us at booth 325!
CEO
Global Agile Innovation Human Intelligence Director
Global Consumer
& Market Insights
Global Head
of Insights
Christian Niederauer
Global Head
of Insights
Tony Costella
Global Consumer
& Market Insights
View Christian's Linkedin
Nic Umana
Global Agile Innovation Human Intelligence Director
View Tony's Linkedin
Steve Phillips
CEO
View Nic's Linkedin
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Zappi at
Quirks Chicago
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From McFlurries to celebrities’ favorite meals, McDonald’s is the leading innovator in QSR. But before firing up its test kitchens, McDonald’s looks to its “secret sauce” to ideate on its next great product offering.
McDonald’s partnered with Zappi’s concept-testing solution to establish a research system that unlocks fast iteration at different stages of the development process. Because of its systems-led approach, McDonald’s took its innovation process one step further: the brand can use historic data to “predict” what will matter to consumers and use this to design its next great product.
Getting a head start: How McDonald’s uses historic data to design its next great product
RSVP
Remember to find us at booth 718
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Meet the team
RSVP
Meet the team
RSVP
Meet the team
Getting a head start: How McDonald’s uses historic data to design its next great product
