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 invests around €1 billion annually in research and development to explore new thinking and techniques. Unilever understands 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.
Research methods for this study included footfall counting, quantitative face-to-face interviewing, in-depth qualitative discussions and vox pops followed by analysis and report writing. To ensure statistical robustness, it was important to capture responses with equal probability meaning sampling across the full range of opening hours during a full week of trading.
The information was used to help inform a decision on whether to base a Maille-branded store at either location.
As a result of CARD Group’s innovative data capturing techniques, Unilever was able to benefit from instant quality assurance and analysis as data is viewable as soon as it is submitted. By helping Unilever identify the potential demand and core consumer, the opening of a new store was commissioned in Piccadilly which has continued to enjoy success built on the foundations of robust exploratory research.
If you would like to find out more about our market research agency services, please get in touch.