Future-Proofing: How To Re-Engineer Your Insights To Thrive Like McDonald’s

The political, social, financial, and civil turmoil over the last two years only made the addition of a global pandemic that much more insidious as it placed an extraordinary amount of pressure on consumer insights professionals and brands alike to better understand a volatile marketplace across countless dimensions, in near real-time. So how is it, that amidst the chaos, some of the hardest-hit companies, like McDonald’s, not only navigated the inflation, workforce, and supply chain challenges, but seemed to thrive in spite of them? While some were attempting to maintain as much “normalcy” as possible, others were leaning into a new reality, requiring insights teams to understand their consumers’ needs in an entirely new way. One important question needs to be asked — How can marketing, insights, and media leaders be prepared for change and seamlessly pivot amidst an unpredictable future to rapidly drive success? The answer — continuously adapting and enriching data in 2022 and beyond. Join John Dick, Founder & CEO of CivicScience, and Matt Cahill, Senior Director of Consumer Insights at McDonald’s as they reveal exclusive details about how the two companies worked together to engineer and implement a system-wide insights operation that powerfully impacted McDonald’s pandemic response and their bottom-line. Throughout the discussion, you’ll uncover tips for future-proofing to be prepared no matter what lies ahead. You’ll also learn how to avoid sacrifices in research depth, breadth, speed, and communication, while exploring how to leverage a system to fuel key post-pandemic strategies like McDonald’s in order to develop a thriving business and make a greater impact. 3 Major Takeaways: - Insights Roadmap: Learn to engineer and implement a successful system-wide insights workflow like McDonald’s - Actionable Tips To Enhance Your Data: Learn how to leverage real-time data to gain a deeper understanding of consumer needs - Key Consumer Statistics: Explore CivicScience’s behavioral survey insights from US consumers between 2020-2022