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How Unilever Connected with New Canadian Consumers<br />Robin Brown, SVP, Consumer Insight, Environics &<br />Joseph Chen, Brand Building, Consumer and Market Insights,<br />Food, Home and Personal Care<br />May 21st, 2011<br />

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Agenda<br />The importance of collaboration between Client and Research Supplier when it comes to methodology development<br />Tips around Longitudinal approach to ethnography – how to make it work for you?<br />Geo-demographic Segmentation as an alternative approach to traditional quantitative segmentation<br />Other tips on how Unilever connect with ethnic consumers<br />

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The Importance Around Collaboration Between Client Side Researcher and Research Partners<br />

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Ethnic Business at Unilever<br />

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Be upfront about your business situation and budget<br />Business Questions…<br />Understand the differences across consumer segments among Chinese and South Asian<br />Understand the size of the opportunity for each segment<br />Understand the behaviour and motivation around product choice/usage and brand connection<br />Understand acculturation process and how that impact product usage behaviour and shopping patterns<br />

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We only have $60K to conduct this research<br />It is critical that we cover all the objectives and we need to make <br />the budget work…<br />

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The Solution: We outsourced a portion of the research components to Environics…<br />New Ways <br />Of <br />Thinking<br />Consumer<br />Insight team<br />needs to <br />facilitate <br />the entire <br />process<br />and all the <br />brainstorming<br />sessions <br />Unilever <br />Consumer Insight<br />Team fielded<br />the rest <br />Environics<br />Covered a <br />Portion of <br />Research<br />Collaborate <br />And Bring<br />All the Insights<br />Together<br />How many client side researcher<br />have led the field work on projects?<br />

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Having the Consumer Insight Team lead the field work? Is that the right thing to do?<br />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.)<br />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….<br />

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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… <br />Be objective<br />We are the truth seeker<br />See everything from consumers’ eyes<br />Make sure you focus on the objectives and how you would use the information<br />

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Research Framework<br />Secondary<br /> + <br />Historical Research<br />Prizm <br />Segmentation<br />In-Home and shop<br />alongs GVA (lead by <br />Insights Team) <br />Four Months Long<br />Ethnographic Visits<br />GTA (Research <br />Partners)<br />Ideations/Collaboration<br />on research insights<br />

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Geo-demographic Segmentation as an alternative approach to traditional quantitative segmentation<br />

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Segmenting the New Canadian Consumer<br />The challenge: Produce a segmentation solution that is relevant across Unilever categories within a limited budget<br />The solution: Leverage available secondary data and Environics Analytics’ PRIZM geo-demographic solution<br />

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PRIZMC2 Consumer Segmentation<br />Classifies all Canadians into one of 66 groups based on their demographics, behaviours and attitudes<br />Captures: <br />Socioeconomic status<br />Regionality<br /> Ethnic Diversity<br /> Urbanity<br /> Demographic changes<br />Behaviours<br /> Attitudes/mindsets<br />

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South Asian Lifestyle Segments…<br />7 clusters contain over 80% of South Asian immigrants in Toronto and Vancouver<br />14<br />= South Asian Newcomers<br />= South Asian Comfort<br />= South Asian Affluentials<br />

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And Chinese Lifestyle Segments…<br />And 7 clusters contain over 70% of Chinese immigrants in Toronto and Vancouver<br />15<br />= Chinese Strivers<br />= Chinese Sophisticates<br />

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A wealth of data with no primary data collection<br />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<br />16<br />Chinese Strivers<br />Chinese Sophisticates<br />Total<br />Media Usage<br />TV, Radio, Magazine, Daily, Internet measure “Heavy Use” <br />Community News measures “3 out of every 4 issues” <br />Total Chinese Target Groups<br />Chinese Strivers<br />Chinese Sophisticates<br />

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That can be tied to locations for direct mail, in store activation<br />17<br />

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Making it work<br />Geo-demographic tools can provide a wealth of data without conducting primary research – especially on niche markets<br />Can provide valuable context and framework for more focused primary research<br />Ensure that ensuing primary research can be effectively tied to the geo-demographic output<br />18<br />

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Tips around Longitudinal approach to ethnography – how to make it work for you?<br />

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Consumer Connects<br />Email – homework on “Changing Self”<br />Email – homework on banner & channel motivations<br />

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Who we spoke to….<br />A total of 20 households<br />12 in Toronto<br />8 in Vancouver<br />10 Chinese<br />10 South Asian<br />Distributed between Environics PRIZM segments<br />

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Making it work<br />Continuous interaction with one point of contact (ethnographic researcher from same cultural community) throughout the three months<br />Homework allowed exploration of complex themes – e.g. “changing self” along the immigration journey<br />Ongoing client updates and adaptations in response to new insights<br />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<br />22<br />