Understanding a Man’s Online World: Quality matters - inspirational, provocative, transformational insights from men’s world

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

Getting To Know A Protagonist: Zooming in on the character to yield outstanding ROI

Didem Sekerel Erdogan, Isil Sahinoz and Nihan Sahan Eren

Introduction

In Turkey, males desire a world which totally belongs to them with all symbols of masculinity and in which they are appreciated by women - and a world with not much more than football, entertainment, speed and games!

Unilever's business need was to increase the basket size in its male personal care online platform that is embedded in the website of a leading e-commerce retailer.

In order to understand the factors that can lead to an...

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