2X the Impact at Half the Time and Half the Cost? How the first ever social media H&A study created a transformation at Unilever

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

2X the Impact at Half the Time and Half the Cost? How the first ever social media H&A study created a transformation at Unilever

Namita Mediratta, Karen O'Hara, Mark Whiting, Sunando Das

Introduction

Ten years ago a survey by ESOMAR and the ARF showed that the majority of CEOs considered market research less useful than finance, marketing, information services and human resources! Since then, calls for market research to up its game have multiplied, but has anything really changed?

According to a 2016 "Future of Insights" report by the WFA: "Less than a third of senior marketers are happy with...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands