Making Hay Where the Sun Shines: Making sense of today’s global digital madness through clever consumer insight methods that leverage technology and global social interactions

BV Padeep, Jayadev VK and Dushyant Gupta

Unilever, a British-Dutch consumer goods company, experimented with digital communications by interacting with consumers worldwide using the same chat apps they use to communicate with their own contacts.

Introduction

This paper presents a novel way to gather consumer thoughts and reactions by employing the four core factors that drive the emergence of digital culture - the internet, the smartphone, the global communication platforms and the natural urge of consumers to share & communicate with others. By unifying the opportunities offered by these four factors, Unilever can create a continuous flow of consumer intelligence, which feeds marketing.

Konsumer Chat, a Chat based tool for leveraging consumer insights digitally, is now embedded as part of the Unilever Global Consumer connect program called People Voice.This program has both offline...

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