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.
Join the session to hear more about in-store research in times of COVID-19 pandemic.
Join us to learn and contribute to the discussion about our ethical responsibility to underrepresented and marginalized communities and how we, as researchers, can commit to diversity, equity and inclusion through actionable frameworks.
This presentation talks about the hybrid approach combining big data analytics and qualitative research - with a special spotlight on Kenya and Ethiopia.
This presentation talks about the hybrid approach combining big data analytics and qualitative research - with a special spotlight on Kenya and Ethiopia.
This presentation details the exploration of various machine learning algorithms/models, which are tested on different market research studies collected using face-to-face (F2F) data collection in East African markets. The supervised machine learning techniques such as Decision Tree, Random Forest, Gradient Boosting Machine (GBM), Deep Learning and unsupervised machine learning techniques such as K-means clustering and Isolation Random Forest have been explored. The results are very promising and show great potential to bring such AI-based techniques to mainstream data quality control and quality assurance, as well as to address some of the key challenges faced by F2F data collection, which is still prominent in emerging markets, such as (East) Africa.
The 2019 edition of the family of Country Market Research reports are individual extractions of the overarching Global Market Research report for selected countries. Like its global counterpart, the Country Market Research reports reviewing the size and performance of the market research industry for the country using data collected by either the national research associations, leading companies, independent analysts or the ESOMAR representatives. The report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies, and reports, as well as advertisements. Whereas this report focuses on one specific country and its place within the region, and the world, for information on the research turnover and growth data of all 100 countries, world areas and regions, please consider reviewing the 2019 Global Market Research report.Check it out on ESOMAR Publications Store!
The 2019 marks 25 years since the horrific genocide in Rwanda. SURF Survivors Fund, the charity set up to help survivors of the genocide, were well aware of the challenges this milestone presented. Rwanda still has huge and immediate needs - SURF works to enable survivors to finish interrupted education, to repair family homes which have deteriorated over time, to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this was a great sense of responsibility on the shoulders of the charity's management. How to best communicate the scale and depth of the current need to the contemporary audience - despite the distance in a time of a quarter of a century?
This very important piece of research is something that could make a real difference to half the population.