MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions.  This report is on “Getting Things Done – Minimizing Hurdles in Global Innovation” by Theresa Farrell, Marketing Research Technical Leader at Kimberly-Clark.

Speaker’s 3 takeaways:

  1. Align learning by keeping global learning plans. Make sure they are aligned to overall strategy
  2. Create accountability by getting all global teams involved
  3. Get a global view and get creative.

Key global issues facing Kimberly Clark:

  • Aligning key stakeholders to global initiatives
  • Low alignment between units and regions
  • Duplication
  • Little knowledge sharing
  • Lack of communication
  • Tend to be unresponsive
  • Few strategies
  • Lack of momentum from year-to-year

Solutions:

  • Global learning plans
  • Communication touch points
  • Engagement and accountability

Define key strategies for support, that are hypothesis driven and contain standardized procedures.

Must have:

  • Strategy and priority alignment
  • Streamline approval process
  • Flexible
  • Cost savings
  • All aspects of research together.
  • Regular project summary updates

By doing this Kimberly Clark created one global:

  • Segmentation model
  • Algorithm
  • Strategic target
  • Brand profile