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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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Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Eren, N. S. (2017a, June 15). Getting to know a protagonist. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/getting-to-know-a-protagonist