This report provides a comprehensive analysis of Coca-Cola's market research strategies, specifically comparing and contrasting the approaches used in Business-to-Business (B2B) and Business-to-Consumer (B2C) contexts. The report begins by highlighting the key differences between B2B and B2C market research, emphasizing the distinct nature of the target audiences and decision-making processes involved. It then delves into the specific methods employed by Coca-Cola in both B2B and B2C settings, including qualitative and quantitative research techniques. The report examines the use of focus groups, surveys, and interviews in B2B research, and observation, interviews, and experiments in B2C research. The analysis aims to provide a clear understanding of how Coca-Cola tailors its research methods to effectively understand consumer behavior and inform its marketing decisions, supported by academic references that provide additional context and support the claims made.
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