Preface
PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.
Introduction: Opportunity is born from change
The pace of change in the universe within which global corporations operate is rapidly changing. Technology is transforming the way people shop for and consume and/or use products with corresponding implications for consumer demand, competitive dynamics, emerging categories and new channels. Digital is acting as a catalyst and facilitator, driving the pace of change with fragmentation and...