Dairy giant partners with Qualtrics to accelerate insights and strengthen data-driven decision-making.
Fonterra is moving more of its consumer and market research capabilities in-house, leveraging a partnership with Qualtrics to enhance its data-driven strategy. The shift aims to provide faster, more actionable insights across its global dairy operations.
By internalizing research processes, Fonterra seeks to improve agility in understanding consumer behavior, enabling quicker responses to changing market dynamics. The integration of advanced analytics tools is expected to streamline data collection and interpretation across multiple business units.
The move reflects a broader trend within the dairy and FMCG sectors, where companies are investing in digital platforms to gain real-time visibility into consumer preferences. This capability is increasingly critical for product development, marketing strategies, and portfolio optimization.
For Fonterra, strengthening in-house research also supports closer alignment between insights and execution, reducing reliance on external agencies. This can lead to more consistent data frameworks and improved efficiency in decision-making across international markets.
From an industry standpoint, the initiative highlights the growing importance of technology and data analytics in the global dairy value chain. As competition intensifies, companies that effectively harness consumer insights are better positioned to innovate and capture value in evolving markets.
Source: RetailBiz – https://www.retailbiz.com.au/technology/fonterra-shifts-more-research-in-house-with-qualtrics/
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