The Inspiration Ecosystem: Curating from multiple data-agnostic input for business insights 

This paper describes a research project for Unilever's Comfort fabric softener brand that combined the analysis of big data and qualitative research to provide actionable consumer insights.

The Inspiration Ecosystem: Curating from multiple data-agnostic input for business insights

Radhecka Roy and Ratna Pratik

Introduction

The phrase 'big data' conjures up visions of streaming numbers, formulae, algorithms and predictive modelling. Can it be applied to an intangible, amorphous, complex subject like the emotions of fragrance?

Unilever with Ipsos UU made it possible by a unique system combining the scale of multi-source and multi format big data with the power of qualitative curation. Once this was done, we went on to build an organic; self-sustaining inspiration ecosystem in collaboration with Unilever's internal People Data Centre.

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