---
title: "Anheuser-Busch is Using a 6,000-Person Online Panel to Drive its Marketing Strategy"
url: https://burnaze.com/article/0c796903-d107-4435-8b8d-191b01d4df1e
source: "1851 Franchise"
original_url: https://1851franchise.com/anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929
category: "Finance"
topics: ["Finance & M&A","Marketing"]
published: 2019-05-11T00:19:41.000Z
modified: 2026-11-01T02:30:26.579Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/52df4fa6967274037bd6b3181161e1059862.jpg
---

# Anheuser-Busch is Using a 6,000-Person Online Panel to Drive its Marketing Strategy

**TL;DR:** Anheuser-Busch InBev is using a 6,000-person online panel to drive its marketing strategy and become a more people-centric brand. The company's U.S. CMO, Marcel Marcondes, explained that the panel helps the company understand consumer motivations and needs in real-time.

*originally published in 1851 Franchise on 2019-05-11. [Read the original](https://1851franchise.com/anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929).*

## Story

Beverage manufacturing giant Anheuser-Busch InBev has decided to leave traditional focus groups in the dust with its latest strategy: assembling a 6,000-person online panel of consumers to become hyper-relevant to a greater number of audiences.

Adweek writes that during a keynote speech at the One Show’s Creative Summit on Thursday in New York, the company’s U.S. CMO, Marcel Marcondes, explained that the panel is part of a larger effort to help AB InBev become a more people-centric brand, which includes pursuing ideas that aren’t necessarily centered on beer.

Marcondes also noted that AB InBev connects with the panel on a variety of topics on a daily basis, giving the company a real-time perspective on the ways in which things are resonating with consumers. According to the article, he likened the panel to an in-house polling operation “used by political candidates to understand potential voters’ needs and sentiment.” Marcondes didn’t provide any more detail on how AB InBev utilizes the panel.

“We need to understand them as people,” Marcondes said during the speech cited in the article. “Because this is when we get to understand their real motivations, which are the real opportunities that we have to break brands and products that play a meaningful role in their lives.”

## Entities

- 1851 Franchise (publication)
- General (sector)
- marketing strategy (topic)
- people-centric brand (topic)
- online panel (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/anheuser-busch-is-using-a-6000-person-online-panel-to-drive-its-marketing-strategy-2709929). Summarized by Burnaze (https://burnaze.com/article/0c796903-d107-4435-8b8d-191b01d4df1e).