1

Salim SitafalwallaDirector, Consumer & Competitive Insights

AT&T

Hattie FarrellDirector, Client Management

Kantar Millward Brown

3

Come together right now over me1.

4© Kantar

5

Democratize the data

Data from all sources

Creativity from all involved

Research must connect to business metrics

We can work it out, we can work it out2.

6© Kantar

7

Insights CMO CEO

KnowledgeSkillStory-telling

It seems like years since it’s been clear3.

8© Kantar

9

What Where When Who Why

10

Prevent Diversion

Pack size

$1.78 M

Build further equity

Functional benefitsEmotional benefits

$4.1 M

$5.9 M

22%

17%

Share of equity Share of purchase

1 3

THANK YOU!Clients and Research Partners need to work together