Effective Market Research methods in Africa - Unilever Case

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Effective Market Research methods in Africa - Unilever Case

  1. 1. Bronze SponsorsAssociation Partners Media Partners
  2. 2. CLICK TO EDIT MASTER TITLE STYLE Market Research in Africa Insights Valley Europe Corporate Research Conference Amsterdam 7 September, 2012 Gitta van der Meer http://www.researchafrica.com E-Mail: info@researchafrica.com
  3. 3. CLICK TO EDIT MASTER TITLE STYLE Innovative mobile Uganda Social Impact technology The Netherlands BoPInclusiveBusiness Open Data Knowledge customer base
  4. 4. CLICK TO EDIT MASTER TITLE STYLE WHY AFRICA? Booming market, fastest growing economy in next 5 years $1.8 trillion economy Rate of return on foreign investment higher than any other developing region Uganda economic growth 6.41% per year vs. 4.66% China and 1.97% the Netherlands Only 1% of total global market research budget invested in Africa
  5. 5. CLICK TO EDIT MASTER TITLE STYLE
  6. 6. CLICK TO EDIT MASTER TITLE STYLEMOBILE PHONES IN AFRICA > 1 BILLION population 53% mobile phone users, > 500 MILLION > 1 MILLION new subscribers every month (most BoP, < 2$ p/day) > 48 MILLION people have a mobile phone, but no electricity 2013 an estimated 1,7 BILLION people worldwide will have a mobile phone, but no bank account (M-Pesa, mobile money) 95% of text messages is read within 4 minutes
  7. 7. EUROPE AFRICA• Advanced technology • Basic technology (low-end (smartphones) phones)• 24/7 Online access • Limited online access• High penetration of mobile • High penetration of voice and SMS internet & survey apps • Logistic challenges• High education and literary level • Educational and literacy limitations
  8. 8. EUROPE AFRICA• Advanced technology • Basic technology (low-end (smartphones) phones)• 24/7 Online access • Limited online access• High penetration of mobile • High penetration of voice and SMS internet & survey apps • Logistic challenges• High education and literary level • Educational and literacy limitations
  9. 9. CLICK TO EDIT MASTER TITLE STYLE  OUR APPROACH Insight consumer base commercial companies - particularly ‘Base of the Pyramid‘  better match supply / demand  more customized services and products  product improvement  close contact with target groups - anticipate market changes, evolve and adapt Insight target groups NGOs, UN agencies, and government bodies  better informed people  improved healthcare & education  reduced poverty  increased contribution environmental protection  design and implement more tailored strategies
  10. 10. CLICK TO EDIT MASTER TITLE STYLE HOW DOES IT WORK? Flexible mobile phone platforms (SMS/IVR, toll free) Call centers Mobile data collection applications Internet surveys Client database / Database creation through marketing campaigns / Profiled database (Research Panel, on-line or SMS registration) Rewards / Incentives (e.g. mobile phone credit) Sample size co-developed with Worldbank Real-time accessible & trustworthy results Visualization tools
  11. 11. CLICK TO EDIT MASTER TITLE STYLE UNILEVER CASEWhat? - Impact survey on Global Hand Washing Day campaign, UgandaPartner / Client: - USAID and Unilever-LifebuoyHow: - Interactive SMS (English) and call center (English and local languages) further to SMS pledges (12,000 pledges)Database: - International hand washing day campaign (Participant pledge by SMS)Goals: - Insight attitude & create awareness hand washing to prevent diseases - Insight soap brand awareness & product feedbackWin-win: - Increased brand awareness Unilever-Lifebuoy & increased awareness dealing with poor sanitation & hygiene
  12. 12. CLICK TO EDIT MASTER TITLE STYLE GIZ CASEWhat? - Monitoring and Evaluation solar system performance & use, Northern UgandaPartner / Client: - GIZ / PREEP (‘Access to Solar program’)How: - Interactive SMS (English) and call center (English and local languages)Database: - Existing GIZ database of customers who bought a solar system under the programGoals: - Evaluate performance/use/dealers solar systems - Improve access to affordable modern energy services in rural/remote areas in Uganda - Evaluate use solar energyWin-win: - Insight customers’ opinion of & experience with solar systems - Collection information on dealer performance & systems quality - Increased support for renewable energy
  13. 13. CLICK TO EDIT MASTER TITLE STYLE PANEL RESEARCHWhat? - Establish a representative panel for market researchPartner / Client: - Available for use by any commercial or non-profit entityHow: - Marketing campaign via radio, TV, Internet, social media - Registration panelists via SMS or Internet - Careful profiling via call center (English and local languages) - Incentives provided for participationGoal: - Provide insight in consumer attitudes, knowledge levels and behavior in AfricaResult: - Profiled database to be used for market research
  14. 14. CLICK TO EDIT MASTER TITLE STYLELESSONS LEARNED good brand CUSTOMERS WANT TO BE HEARD knowledge IMPORTANCEgreat variety in participants OF TRUST
  15. 15. CLICK TO EDIT MASTER TITLE STYLE THANK YOU
  16. 16. Bronze SponsorsAssociation Partners Media Partners

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