13-Jul-2010
Kraft Foods and Autumn Dawn McDonald: Analytical Powerhouse, APT Featured in Shopper 360
In 2007, Kraft decided to create a small team called "In Market Testing for Growth" (IMTG) headed by Autumn Dawn McDonald, to lead the bulk of its in market testing work. During a presentation at the 2010 Shopper Insights in Action Conference, Autumn shared case studies of how Kraft's IMTG group leveraged in-market testing to improve aisle resets and changes to the location of brands on the store shelf. Click here to read more.
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