Crowdsourcing adds flavor to drink-makers' market research

06/25/2013 | Wall Street Journal, The

Beverage brands including Heineken, Arcade Brewery and Kopparberg are using crowdsourcing to gain insights about flavors, marketing campaigns and packaging. "The creative young class is extremely influential, very well-connected and has loads of ideas. It keeps us connected to what keeps people busy, what's in their minds, what they think about the brand," said Mark Van Iterson, Heineken's global head of design.

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