Anheuser-Busch Surveys an Online Panel of 6,000 Fans Each Day to Keep Its Marketing Relevant

U.S. CMO Marcel Marcondes says the feedback is key to understanding consumers' 'real motivations'

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.

As Anheuser-Busch InBev transforms its marketing to become hyper-relevant to a variety of audiences, it’s moving away from standard focus groups—and talking with a lot more consumers a lot more frequently.

Marcel Marcondes, the company’s U.S. CMO, says the brewing giant now has an online panel of more than 6,000 consumers who talk with the company daily about a variety of topics.

During a keynote speech at the One Show’s Creative Summit today in New York City, Marcondes described the polling operation as similar to an in-house “political campaign machine”—like the kind used by political candidates to understand potential voters’ needs and sentiment.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in