1 Salim Sitafalwalla Director, Consumer & Competitive Insights AT&T Hattie Farrell Director, Client Management Kantar Millward Brown
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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
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Insights CMO CEO
KnowledgeSkillStory-telling
It seems like years since it’s been clear3.
8© Kantar
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What Where When Who Why
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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
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