Franchise News
Anheuser-Busch is Using a 6,000-Person Online Panel to Drive its Marketing Strategy
Out with the traditional focus group of old, in with the new — connecting with a lot more consumers, a lot more frequently.
Beverage manufacturing giant Anheuser-Busch InBev 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.
Adweek writes that during a keynote speech at the One Show’s Creative Summit on Thursday in New York, the company’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’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 “used by political candidates to understand potential voters’ needs and sentiment.” Marcondes didn’t provide any more detail on how AB InBev utilizes the panel.
“We need to understand them as people,” Marcondes said during the speech cited in the article. “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.”
Read the full article here.
Image Source: Anheuser-Busch
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About the Author
Madeline Lena
FollowMaddie has spent her career in the media industry, serving in various editorial roles before migrating into a hybrid content strategy and PR role with No Limit Agency. Her passion for storytelling and love of writing help her create meaningful content on behalf of her clients and fulfill No Limit Agency’s mission to tell people-driven stories.
Maddie is a graduate of Saint Louis University, where she studied Communications with a focus in journalism and media studies as well as Sports Business. In her spare time, Maddie can be found exploring Chicago’s food scene, watching an NBA game or lamenting over her middling fantasy baseball team.
