How social listening helped Kimberly Clark boost sales and innovation

Personal care company Kimberly Clark has switched its consumer research efforts away from traditional focus groups to real-time social listening in order to be more clearly focused on customers and to ensure marketing messages address their concerns.

Kimberly Clark is the global company behind many household names, including Kleenex, Huggies and Kotex. To innovate at pace and keep ahead of rivals in fiercely competitive markets, it knew it needed to be more agile. The trouble was, getting access to...