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Beverage manufacturing giant <a href="https://www.ab-inbev.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">Anheuser-Busch InBev</a> has decided to leave traditional focus groups in the dust with its latest strategy: assembling a 6,000-person online panel of consumers to become hyper-relevant to a greater number of audiences. 

<a href="https://www.adweek.com/brand-marketing/anheuser-busch-surveys-an-online-panel-of-6000-fans-each-day-to-keep-its-marketing-relevant/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">Adweek writes that during a keynote speech</a> at the One Show&rsquo;s Creative Summit on Thursday in New York, the company&rsquo;s U.S. CMO, Marcel Marcondes, explained that the panel is part of a larger effort to help AB InBev become a more people-centric brand, which includes pursuing ideas that aren&rsquo;t necessarily centered on beer.

Marcondes also noted that AB InBev connects with the panel on a variety of topics on a daily basis, giving the company a real-time perspective on the ways in which things are resonating with consumers. According to the article, he likened the panel to an in-house polling operation &ldquo;used by political candidates to understand potential voters&rsquo; needs and sentiment.&rdquo; Marcondes didn&rsquo;t provide any more detail on how AB InBev utilizes the panel.

&ldquo;We need to understand them as people,&rdquo; Marcondes said during the speech cited in the article. &ldquo;Because this is when we get to understand their real motivations, which are the real opportunities that we have to break brands and products that play a meaningful role in their lives.&rdquo;

Read the full article <a href="https://www.adweek.com/brand-marketing/anheuser-busch-surveys-an-online-panel-of-6000-fans-each-day-to-keep-its-marketing-relevant/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">here</a>.

Image Source:&nbsp;Anheuser-Busch

Anheuser-Busch is Using a 6,000-Person Online Panel to Drive its Marketing Strategy

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Out with the traditional focus group of old, in with the new — connecting with a lot more consumers, a lot more frequently.

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Anheuser-Busch is Using a 6,000-Person Online Panel to Drive its Marketing Strategy

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