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FEATURE3 June 2013

The meat of the matter

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Features Impact

Research and insight play a central role at McDonald’s, helping to keep the company focused on better serving customers. Its insight VP Lauren Cody tells all to Joe Fernandez.

“McDonald’s is a customer-oriented business, and research and consumer insight are our lifeblood, ” says Lauren Cody, vice president of business strategy and insight for McDonald’s UK. “It runs right through the heart of our planning process, the development and ...