Why Oatly’s marketers prefer cultural signals to focus groups

Oatly’s marketers don’t do normal – even when it comes to market research.

Usually it’s sanitized – committee-approved, consultant-scripted and delivered too late to shape real creativity. 

Oatly, the oat milk brand, however, is taking a different approach – one that’s looser, more intuitive and built to serve the people actually shaping the brand. It’s less about rigid frameworks and more about staying closer to culture, listening in real time. 

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