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.
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.
Despite the large efforts done by today's companies, keeping customers information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.?The effort required to systematise all this disperse information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly caused by this information dispersion. But it is worth making an effort to integrate data from several sources and measure real effectiveness. This presentation will show how L'Oréal, jointly with DatosClaros and using a metering technology from Netquest, overcome these difficulties. The result: solid data that has become possible to come up with new loyalty pro.