Global Marketing Resources & Initiatives
Employee Perspectives
Employee Perspectives |
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| Assistant Market Research Manager | |
| Consumer Food Manager | |
| Associate Promotion Manager | |
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Assistant Market Research Manager
Market Research at Kraft is really the voice of the consumer - all the different consumers who buy Kraft products. It's our job to find out what food products and food ideas people are looking for so that the company can determine what new products to create.
Kraft has a very close relationship with its consumers. We spend a lot of time talking to them and making sure that we're providing what they're looking for. We want to provide food products that help consumers create good meals for their families that are simple to prepare so that they can spend time on what they really want to be doing. I honestly believe that Kraft is dedicated to its consumers. The people here really care about what our consumers want.
At other companies Market Research is more of an information factory. Marketing makes a request for information, Market Research provides it, and that's the end of the relationship. At Kraft we're expected to do more than provide analytical and statistical data. We're expected to make recommendations and guide the team through decision making at every stage of a product's life. I wouldn't want to be part of a company where I had no input on how my ideas would be used.
It means a lot to me to know that the organization strongly believes in the value of our function. Kraft provides us the resources to do our jobs well. We have access to the best research tools and techniques. And we're encouraged to try new approaches. I believe that Kraft is on the forefront of innovative market research. We're always looking for new ways to find out what consumers want.
Launching a new product is very exciting - and very rewarding. It's a great feeling to go into a grocery store and see a product that I worked on and helped bring into being. A little while ago it didn't even exist, and now-there it is!
