NEWS9 January 2012

Burger King ‘scraps’ EMEA insight post

Europe People

SPAIN— Burger King is reported to have axed the role of head of consumer insights for the Europe, Middle East and Africa region – less than a year after its creation.

Iker Vazquez Baños, the researcher who held the role, has left the organisation. His departure was confirmed by a Burger King spokesman, who said: “We don’t have any further details yet regarding a replacement or the new research team structure.”

Sources however, say, Baños’s role was made redundant and that there is no longer a research team on this side of the Atlantic. In the US, the company employs Hope Diaz as director of consumer insights, based in Miami.

Baños was appointed senior manager of EMEA consumer insights in February last year. He was previously responsible for research in southern Europe but his role was merged with that of George Davidson, insight manager for northwest Europe, whose post was made redundant.

Davidson’s departure was preceded by that of Kay Wright, EMEA consumer insights director, who left to join Millward Brown in August 2010.

Baños could not be reached for comment at the time of publication.


1 Comment

12 years ago

Great thinking Burger King. No better time to move back away from data and insights than now. I wonder if they used data to make this decision?

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