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.

Data management
Driving innovation
Behavioural economics
Consumer & shopper panels
Lifestyle, psychographic segmentation

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...

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