General Mills' Web Strategy Transforms Market Research

10/25/2001 | Bloomberg Businessweek

General Mills' new Web strategy has transformed the food giant's market research activities, boosting efficiency and slashing costs associated with test-marketing of products. The foodmaker uses e-mail and the Internet to poll consumers about their preferences, conducting more than 60% of its market research online at an average time savings of 75% and cost savings of 50%.

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