Bridging the gap between dreams and reality building holistic insights from an integrated consumer understanding

Deborah Teanby, Shaun Gibson and Stephen Donaldson

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy.

Bridging the gap between dreams and reality building holistic insights from an integrated consumer understanding

Shaun Gibson & Deborah Teanby ACNeilsen Stephen Donaldson Unilever Bestfoods Europe

Introduction

Growth - the driver of today's business. To achieve this, the roles of brands are changing. Focus is now on doing more things under one bigger brand which has greater meaning for the consumer. How are we, as MR professionals, going to achieve this if we continue to do lots of different, separate activities with no clearlinks? How can we achieve strategic...

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