Case Study: Godrej turns data into actionable insights with Market Logic

How Godrej dealt with too much data

Godrej, the consumer goods company, was struggling with too much data and not enough insights. Research was spread across disconnected data sets, manual effort was needed to make findings reusable, and marketers spent too much time searching past studies instead of applying insights to business decisions. Market Logic helped Godrej address this with its insights platform, branded internally as the CMIR (Consumer and Market Insight Repository).

Market Logic implemented CMIR as a central knowledge repository with powerful search, organized intelligence and performance reports, and curated research content. Less than a year after launch, it contained more than 1,000 primary research projects, 3,500 research findings, 1,000 verbatims, and creative libraries of concept and copy tests. Adoption was strong: it rolled out to 60 marketers, expanded to 80 more, and 100% of Godrej marketers visit the platform at least twice per quarter.

Godrej

Saurin Shah

Head of CMI