WATCH General Mills on why collaborative research is a must

“Research is moving towards participation and a two-way conversation,” says Evan Williams, consumer insights director –Asia, Africa and Middle East for General Mills.

As the opportunities for understanding consumer behaviour in real time evolve in the digital space, market researchers must work more directly with their audience.

In an interview with Marketing, Williams discusses the future of collaborative research and the way brands must be adaptive and nimble in their approach to understanding the new consumer. Watch the video below:

Hear more from Williams and other market research experts at Research Asia Interactive.

Join us on 12 June at the Four Seasons Hotel Singapore for a power packed day of case studies, presentations and discussions and the future of the market research industry.

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