CASE STUDY: Maille Mustard, Unilever
Unilever is a global organisation with more than 2 billion customers worldwide. The organisation’s portfolio ranges from foods to household care products with more than 400 brands, 14 of which generate sales in excess of €1 billion a year. In order to apply the necessary expertise to their products, Unilever invest around €1 billion annually in research and development to explore new thinking and techniques. Unilever understand reliable research plays a vital role when getting closer to consumers in local markets. This helps them to understand the diverse needs and priorities of consumers.
In the last 18 months CARD Group have undertaken numerous research projects for Unilever in New York City, Paris, Dijon and London Piccadilly to name but a few. Following insightful research for visitors to Maille boutiques based in Paris and Dijon, Unilever wished to understand which of two areas in central London would best mirror the desired Maille consumer profile. CARD Group were therefore tasked with capturing information on the number of pedestrians in the immediate vicinity of Piccadilly and Brompton Road areas, together with an understanding of their shopper behaviours.