Real-life best practices: How General Mills fixed a broken insights process

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

At General Mills, the Minneapolis-based global consumer packaged goods (CPG) manufacturer, the last quarter-century may charitably be described as too much of too many good things.

"Twenty-five years ago truly were the glory days for General Mills' market research," observed Laura Engstrom, General Mills' Global Consumer-Insights Manager. "We had one, really big, central consumer insights team."

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