Why marketing research is falling flat: insights from Anheuser-Busch InBev

This event report outlines three key ways that marketing research is failing brands, largely due to problems regarding consumer panels.

Why marketing research is falling flat: insights from Anheuser-Busch InBev

Stephen Whiteside Warc

Any event involving the words "samples" and "beer" holds out the promise of good times.

But Charles Guilbeau, vp/strategy and insights at brewing giant Anheuser-Busch InBev, was talking about the paucity of reliable consumer samples now available to brands, and his words threatened to leave marketing researchers, agencies, and vendors w

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