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'

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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.

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