How Unilever is enabling purpose-driven marketing with Bot-enabled Research.

Date of publication: July 27, 2021

Catalogue: Webinars 2021

Abstract:

Unilever, Africa?s leading consumer goods company, recently partnered with Borderless Access to develop a deeper understanding of the personal/household hygiene habits and needs of mass-market consumers in order to know how to address these issues on the ground, with purpose-driven activations and relevant product innovation.

It was important to consider a more consumer inclusive and streamlined research approach, which could mitigate issues of language barrier and accessibility of such consumers across key African markets.

Aligning with Unilever's consumer-centric approach, Borderless Access employed its bot-enabled WhatsApp quali-quant survey methodology. The automated chat-based research facilitated a more direct and natural connection with the audience and gathered insights from their day-to-day activities in real-time, inclusive of rich situational media materials in the form of video, images and voice recordings. Hence fulfiling Unilever?s need for more empathetic research content in a faster and more cost-effective way than traditional research.

Stacey Grant

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Bev Bassett

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