Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participants’ promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a âglocalâ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participantsâ promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
Unilever wished to invest in Comfort, the flagship fabric conditioner brand, to build a strong fragrance property. Ipsos UU partnered with Unilever on a unique NextGen Qual pilot that helped leveraging from across a variety of data and insight sources to curate for insights and craft for inspiring storytelling - hosted on a unique platform that allows UL to maximize return on insight. The study covered 5 markets (Brazil, Indonesia, Thailand, UK, Vietnam) and was executed in 5 weeks.
Unilever wished to invest in Comfort, the flagship fabric conditioner brand, to build a strong fragrance property. Ipsos UU partnered with Unilever on a unique NextGen Qual pilot that helped leveraging from across a variety of data and insight sources to curate for insights and craft for inspiring storytelling - hosted on a unique platform that allows UL to maximize return on insight. The study covered 5 markets (Brazil, Indonesia, Thailand, UK, Vietnam) and was executed in 5 weeks.