Case Study: Pernod Ricard democratizes insights with Zappi

Pernod Ricard sets up 350 marketers to run research in 10 months with Zappi

Pernod Ricard, a decentralized global beverage company, faced a challenge in standardizing its consumer research processes across its many brands and markets. Historically, research was executed in numerous ways, making it difficult to compare insights efficiently. To address this, Pernod Ricard established Centers of Excellence, including one for marketing mix optimization led by Jennifer Picard, which sought to automate research and empower marketers. The vendor Zappi was selected to provide its platform for pretesting creative and new product concepts.

The solution involved implementing Zappi's platform, customized internally as "Ask Now," with strict guardrails to ensure research consistency and accuracy. This empowered over 350 marketers to run their own projects, receiving results in hours. The democratization of insights freed up the insights team to focus on more strategic, complex work. Within 10 months, the program was a success, standardizing research and allowing Pernod Ricard's insights professionals to become strategic partners to the business.

Pernod Ricard