Abstract:

This paper presents a novel way to gather consumer thoughts and reactions by employing the four core factors that drive the emergence of digital culture- the internet, the smartphone, the global communication platforms and the natural urge of consumers to share & communicate with others. By unifying the opportunities offered by these four factors, Unilever can create a continuous flow of consumer intelligence, which feed marketing. Konsumer Chat, a chat based tool for leveraging consumer insights digitally, is now embedded as a part if the Unilever Global Consumer connect program called People Voice. This program has both offline and online connects to supports managers across 40+ countries to connect with their consumers, anytime, anywhere.