While some may nod along in knowing agreement, others will be surprised to hear how well in-house teams can lead complex analytic deployments.
Mondelēz International has created a research model in which advanced research frameworks are led by in-house staff.
A small organization might refer to it as DIY. Within a global organization, the working model is best termed "Lead It Ourselves" or LIO. See how Mondelēz created such an in-house global team.
This team managed fielding and analytics to better understand its products’ competitive landscape. It even explored the core underlying rationales for snacking.
Over the last year, this team has led some of the largest research studies in selected countries using the LIO model.
- The greater potential efficiency of in-house teams leading complex analytic deployments. Drayton will cover the underlying technology and process of complex analytic frameworks, which allow generalists to drive cluster analysis and factor analysis. Using this approach, category knowledge and organizational goals are fully integrated at inception.
- The primacy of frank communication within the LIO team and between vendors. Practical challenges can become manifold as teams come closer to the research operations process. Oftentimes, complex frameworks will require adjustments to local context.