ABSTRACT
The Consumer Package Goods (CPG) industry, as it is known in North America, in many ways exemplifies the most extensive use of research we see in the Ogilvy Award case studies. There are a number of reasons for this. These companies, generally, are quite large, and have access to an enormous amount of data, particularly transactional data from scanners in supermarkets and other retail locations. Massive services companies, such as ACNielsen, IPSOS-ASI, Millward Brown, and Information Resources Inc. (IRI) have built substantial businesses offering frequencyor rating-based syndicated analytic and testing products to feed the CPG giants’ unending competitive hunger.
