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Getting to know a protagonist

Date of publication: June 15, 2017

Catalogue: MENAP Forum 2017: Connecting And Collaborating For Impact

Author: Nihan Sahan Eren

Abstract:

Our journey started with trying to understand men their online world of personal care, ironically the primary expertise of women. But in the end, we uncovered many more valuable insights beyond personal care...The research provided INSPIRATIONAL, PROVOCATIVE and TRANSFORMATIONAL INSIGHTS. These insights have been utilised to redesign the online platform of Unilever to engage, entertain and encourage shoppers to purchase within the personal care category. Unilever's Online Men's Grooming World platform has been refreshed based on these shopper insights, resulting in an increase in online sales of 339% and stronger win-win relations with the online retailer.

Nihan Sahan Eren

Author

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