General Session

Friday, November 6
9:00 - 10:00 a.m.

Accelerating Insight & Innovation through Social Networks

Speaker: Ned Winsborough, CI Manager, Consumer Networks, General Mills, Inc
PRC: 1 Contact Hour in Research

Session Description: This session will be a case study of General Mills' use of Social Networking to test a new product concept. The case study will discuss how the participants were recruited for the proprietary social network, how General Mills researchers and marketers were able to interact with the participants. The study will also examine the type and quality of the information General Mills gained from the group and the success of the project in providing key product direction. Finally, this session will highlight the key learning's for General Mills from the project. In this session, attendees will learn approaches to social network research and will gain understanding on opportunities to generate insights more quickly using these techniques. Attendees will walk away knowing how innovation can be accelerated with social networks.