Dion has worked at Mondelez International for over ten years. He currently is the Head of Consumer Insights & Analytics for Chocolate across ANZ, where he drives consumer understanding, the innovation & analytics agenda across Chocolate in the region. Dion's current role at Mondelez is a key leadership position and is responsible for driving the Insights agenda for the chocolate category in ANZ. The category accounts for around three quarters of the business' total annual revenue. Within the category there are a number of ‘iconic', ‘core' and ‘future star' brands with aggressive growth targets including Cadbury Dairy Milk, Favourites, Marvelous Creations, Cherry Ripe, Twirl, Old Gold, Dark Milk and Oreo. The central purpose of this role is to be a thought leader in the business, providing strategic business partnership, and embedding the consumer and shopper into decision making. Before working at Mondelez, Dion started his career in competitive business and market intelligence before making the transition across to Market Research at Reckit Benckiser Group starting off with syndicated research before moving into category, and then finally a regional role.
The last 2 years have been a rollercoaster and weíll do our best to avoid using the P word! In this paper weíll bring you in to the wonderful world of Mondelez and a program we have been running over the last 2 years. This exciting project was originally developed in response to the P word, but has evolved to measure cultural sparks and trends that are being used to inform business decision making at Mondelez. Weíve had the pleasure of working in partnership to make this research come to life, with input from all parties, Mondelez, Nature, and The Lab. One of the most unique parts of this project was developing a consumer segmentation to recruit a group of consumers that we would then track their lives over the next 2 years through video ethnographies with findings validated through quantitative research. This paper highlights the key themes which have emerged over the last two years, how this has had an impact on Mondelezí business and showcases a true use of mixed methodologies to achieve this. One such example we explore is the impact of rapid, bulk shopping, over a long period of time, which has changed habits and made it harder for brands to catch attention and enact trial as consumers spend less time in supermarkets and more often come armed with a pre-planned list.