how unilever connected with new canadian consumers
DESCRIPTION
A presentation we gave to the Canadian Market Research & Intelligence Association. We have stripped out proprietary insights but still may be interesting.TRANSCRIPT
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How Unilever Connected with New Canadian Consumers
Robin Brown, SVP, Consumer Insight, Environics &
Joseph Chen, Brand Building, Consumer and Market Insights,
Food, Home and Personal Care
May 21st, 2011
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Agenda
1. The importance of collaboration between Client and Research Supplier when it comes to methodology development
2. Tips around Longitudinal approach to ethnography – how to make it work for you?
3. Geo-demographic Segmentation as an alternative approach to traditional quantitative segmentation
4. Other tips on how Unilever connect with ethnic consumers
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The Importance Around Collaboration Between Client Side Researcher and Research Partners
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Ethnic Business at Unilever
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Be upfront about your business situation and budgetBusiness Questions…
● Understand the differences across consumer segments among Chinese and South Asian
● Understand the size of the opportunity for each segment
● Understand the behaviour and motivation around product choice/usage and brand connection
● Understand acculturation process and how that impact product usage behaviour and shopping patterns
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We only have $60K to conduct this research
It is critical that we cover all the objectives and we need to make the budget work…
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The Solution: We outsourced a portion of the research components to Environics…
New Ways Of
Thinking
EnvironicsCovered a Portion of Research
Unilever Consumer Insight
Team fieldedthe rest
Collaborate And Bring
All the InsightsTogether How many client side researcher
have led the field work on projects?
ConsumerInsight teamneeds to facilitate the entire processand all the brainstormingsessions
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Having the Consumer Insight Team lead the field work? Is that the right thing to do?
● This is not something new as in the early 60s, 70s or even 80s insight team in companies used to lead all the projects including field work, report writing before they started to outsource all the work (P&G, Unilever, Kraft…etc.)
● The Consumer Insight team – sometime we don’t know the potential that we have as researchers leading the process and how we are actually the best people to lead the consumer deep dive field work process….
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However, it can be very impactful and a proven success if you do it right…Tips for client side researchers leading field work…
● Be objective
● We are the truth seeker
● See everything from consumers’ eyes
● Make sure you focus on the objectives and how you would use the information
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Research Framework
Prizm Segmentation
Ideations/Collaborationon research insights
In-Home and shopalongs GVA (lead by
Insights Team)
Four Months LongEthnographic Visits
GTA (Research Partners)
Secondary +
Historical Research
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Geo-demographic Segmentation as an alternative approach to traditional quantitative segmentation
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Segmenting the New Canadian Consumer
● The challenge: Produce a segmentation solution that is relevant across Unilever categories within a limited budget
● The solution: Leverage available secondary data and Environics Analytics’ PRIZM geo-demographic solution
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PRIZMC2 Consumer Segmentation
● Classifies all Canadians into one of 66 groups based on their demographics, behaviours and attitudes
Captures: Socioeconomic status
Regionality
Ethnic Diversity
Urbanity
Demographic changes
Behaviours
Attitudes/mindsets
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South Asian Lifestyle Segments…
● 7 clusters contain over 80% of South Asian immigrants in Toronto and Vancouver
14
= South Asian Newcomers
= South Asian Comfort
= South Asian Affluentials
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And Chinese Lifestyle Segments…
● And 7 clusters contain over 70% of Chinese immigrants in Toronto and Vancouver
15
= Chinese Strivers
= Chinese Sophisticates
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A wealth of data with no primary data collection
● Because PRIZM clusters are postal code based and linked to other data sources such as PMB you can then look into modeled behaviour of the segments based on secondary data only
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Index Index Index
73 145 81
33 37 28
73 111 71
102 54 134
103 79 102
154 157 133
14.1
6.1
11.5
6.6
12.5
23.1
TV
Radio
Magazine
Community Newspaper
Daily Newspaper
Internet
Media Usage
TV, Radio, Magazine, Daily, Internet measure “Heavy Use” Community News measures “3 out of every 4 issues”
TotalChinese Strivers
Chinese Sophisticates
Dry Soup Used in Household In Past 6 Months (%)
Index Index Index
77 79 76 Yes
112 112 112 No
120 113 126 Not Stated
Yes29%
No58%
Not Stated
13%
Total Chinese Target Groups
Chinese Strivers
Chinese Sophisticates
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That can be tied to locations for direct mail, in store activation
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Making it work
● Geo-demographic tools can provide a wealth of data without conducting primary research – especially on niche markets
● Can provide valuable context and framework for more focused primary research
● Ensure that ensuing primary research can be effectively tied to the geo-demographic output
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Tips around Longitudinal approach to ethnography – how to make it work for you?
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• Understanding their home environment, habits and category motivation
In Home
• Food Preparation observation and deeper dive into motivations
Food Preparation • Shop-alongs to
range of ethnic and mainstream banners
Shopper Connect
Email – homework on “Changing Self”
Email – homework on banner & channel motivations
Consumer Connects
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Who we spoke to….A total of 20 households
12 in Toronto8 in Vancouver
10 Chinese10 South Asian
Distributed between Environics PRIZM segments
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Making it work
● Continuous interaction with one point of contact (ethnographic researcher from same cultural community) throughout the three months
● Homework allowed exploration of complex themes – e.g. “changing self” along the immigration journey
● Ongoing client updates and adaptations in response to new insights
● Multiple touch points and a view of the dynamics of their lives – one participant found out that she was pregnant during the course of the research
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