Digital technology has enabled deeper insights into consumer behavior in South Africa over the past decade. - Digital platforms have increased internet and social media usage, with 65% of the population now using the internet daily and South Africans spending on average 2.48 hours on social media. - A study using mobile diaries to track cooking behaviors found that digital enables constant engagement and near real-time insights into behaviors like what people cook for lunch versus dinner. - Cooking habits in South Africa have begun to change with more using ready ingredients and meal kits, though many still prefer cooking from scratch. Insights can help tailor product offerings between weekdays and weekends.

1. #10YearChallenge -
Data drives insights &
insights drives decisions

2. #10Year Challenge
2

3. Digital Revolution – Reverse ageing across decades
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1960 1970 1980 1990 2000 2010 2020

4. © 2019 Borderless Access 4
What happens online in 60 seconds?
Image source: DOMO

5. Consumers have moved to digital platforms
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How Digital
has increased
in South Africa
in 10 years? Number of online
shoppers grew by
2.5 times from 2009
to 2019 in RSA
72% prefer to shop
online alone. Higher
than US & EU
Avg. daily time spent
on social media is
2.48H
65% of the
Population use
Internet Every Day
Source:
• Business insider
• Statista.com
• Digital behaviour study by
BA across LSM in RSA
• eShopworld

6. South Africans are more connected on social media
and chats
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Highlighted based on normalized standard deviation when compared with 10 country data,
Green – more than expected, Red – less than expected
Activity South Africa
Browsing
Social Media
Chat
News
Entertainment
Finances
Brand recommendation
Read e-books
Shopping
Plan, Book Holiday
Atleast once every two to three hours
Digital evolution has reached food cooking segment as well
Content Browsed Check for recipes
South Africa
Findings from study done by Borderless Access on emerging digital trends study
done among 30+ years in 10 markets

7. And they are more engaged on TV series than Games and
Entertainment apps
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Green – most preferred and Red- least preferred Findings from study done by Borderless Access on emerging digital trends study done among 30+ years in 10 markets
Videos Music Movies
TV
Series
Enter. Apps
COUNTRIES
79% 72% 43% 75% 61% 27%
69% 70% 22% 78% 78% 20%
Digital
Games

8. South Africa has an opportunity to realise the advantages
of modern research, and to transition to digital faster
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GLOBAL AFRICA EXCEPT
RSA
RSA OTHER
DEVELOPING
MARKETS
22%
2% 1% 2%
2009 2018
33%
13%
5%
21%
DIGITAL
Some professionals are struggling
with digital-first design and digital
operational execution
Digital Research is lagging in SA
despite high readiness and massive
leaps in digital development and
innovation in RSA
In most parts, digital is still
perceived by clients to offer no
cost or speed advantage vs
Traditional Research
03
01
02

9. Once upon a time in market research…
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10. © 2019 Borderless Access 10
Faster and more effective
Wider and deeper reach
More accurate targeting
Typically more cost effective
Shift from data collection to
analysis
Near real-time capture, and
proactive reporting
More sophisticated tools
KEYDIGITALBENEFITS
Transfer learnings from high-
growth markets, re-invent when
necessary
Tri-sector partnerships to close
skills gap, and accelerate growth
Lean on digital experts to
transition existing work to digital
Courage to trial innovative
approaches – lower risk through
pilots
HOWSACANMOVEFASTER
Key benefits
of digital,
and how we
can move
faster in
South Africa

11. 11© 2019 Borderless Access
CLAIRE BEKKER
Food and Refreshment CMI Lead - Unilever, Africa

12. Study to measure change in cooking behaviour over
time
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COMMUNITY TO
UNDERSTAND THE
COOKING BEHAVIOUR
OF
SOUTH AFRICANS Used empirical data based on observation
 Mobile diaries
a) Diaries from mobile devices by creating group
communities – Multiple responses by occasions
received from same respondent
b) Analysis from different times of the day for lunch and
dinner.
Research Methodology
 Recruited 300 people for a period of 5 days
covering 2 weekends and 3 weekdays
 Minimum of 50 responses per day per occasion
(lunch and dinner)
SAMPLE COVERAGE
 Those who prepare meals at home, aged 25+
years & LSM of 7+

13. Digital enables deep insights in to RSA’s consumers, by
enabling respondents to interact and engage throughout
the day and week
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14. Digital provides constant and higher levels of engagement,
and the opportunity to adapt
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Market Activity
Time Spent by
Respondents 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Market Activity
Time Spent by
Respondents
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Hours of the day
Traditional
Machine Learning

15. Digital gives us near real-time insights 24X7 - Dinner
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Avg. Cooking start time for dinner Avg. Time at which survey was answered for dinner
WEEKDAY
WEEKEND
2 hours and 35 minutes
3 hours

16. Hence getting access to rich media of real-time experience
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17. Understanding in-the moment consumer behaviour helps us
to connect will consumers at the right time and using right
message to make bigger brand impact
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0%
5%
10%
15%
20%
25%
30%
LUNCH
DINNER
Differences in
dishes people cook
for Lunch vs Dinner
Stew
Pasta
Sandwiches
Salads
Mealie-meal
Spaghetti

18. 18
Has the cooking habits
changed over the decade in
RSA?

19. Some change in behaviour with ready ingredients and
meal-kits are making in-roads
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Among who cook /
prepared food at home
From raw
ingredients
Raw and ready
ingredients
Meal kits Ready to cook Heating ready to
eat
10 yrs back
Now
From Raw Ingredients
Raw & Ready ingredients
Meal Kits
Ready to cook
Ready to eat

20. Insights provide opportunity to create different offers
by weekdays and weekends
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Weekday
Weekend
0%
10%
20%
30%
40%
50%
60%
70%
From raw
ingredients Raw and ready
ingredients Meal kits
Ready to cook
Heating ready to eat
58%
24%
6%
1% 8%
64%
26%
4%
1%
2%
Weekday Weekend

21. Own food is seen as health, tasty while meal-kits are seen
mainly for convenience and hence they can grow by building
on those aspects
21
COOKED FROM SCRATCH
HEALTHY
51%6%
AFFORDABLE
40%27%
TASTY
38%4%
FASTER
23% 40%
49%
Like to cook for family
40%
Don’t have time to cook
PERSONAL CHOICE
COOKED USING MEAL-KITS

22. Identifying right audience to engage meal-kits are
resonating well with full time working women
22
Full-time working women contacted Full-time working women among meal kit users
67% 84%

23. Digital is making in-roads to engage with the people in food
categories.
23
Yes No
15%
Check / read recipes online
Engagement is not limited to Online recipe portals, Social media is a strong engagement platform with cooking
enthusiasts
47 %
45 %
30 %
28 %
26 %
19 %
11 %
09 %
Food24
Facebook
Youtube
Instagram
Knorrwhatsfordinner
Justeasyrecipes
Eatmeerecipes
Twitter

24. Digital is making an impact!
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Digital Market Research
Response Pattern
Logical and discreet
patterns emerged for
various survey attributes
including time of the day
and geo locations
Wider Reach
Digitally equipped market
research enabled to reach
wider set of audiences
Relevance
Accurate results due to
observed data from geo
tagging and mobile

25. 25
CLAIRE BEKKER
Food and Refreshment CMI Lead - Unilever, Africa

26. Integrated eye
tracking
John, 32M, executive, wants a
Paul Ice-cream!
Facial analytics/ recognition /
emotions
Pamela, 28F, Marathon runner,
wants an Energade!!
Biometric wrist counter,
measuring heart rate, galvanic
skin response
Passive counter in
background, measuring
GPS, dwell time
Age / gender
estimation
Passive
integration with
other app usage
Passive
Listening
Pattern
Recognition
Image
Analytics
What will connected marketing look like in #2030?
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27. Thank You!
Connect with us on
Claire Bekker Ejaz MirzaBev Tigar