About Unilever
Unilever comprises 400 brands and 127,000 employees with a global presence in more than 190 countries. Founded in 1883 with the purpose of bringing cleanliness to the reach of everyone, Unilever defines itself as a pioneer, innovator and creator of a sustainable future.
14 out of the 50 most chosen FMCG brands in the world belong to Unilever, and its products are used by 3.4 billion people every day.
Challenge
Unilever had the challenge of truly understanding the preferences of their target audience, moving away from their assumptions. They wanted to be in touch with the consumer to be at their side by responding to their needs.
In such a competitive and constantly evolving industry, they needed quick responses to win in such a hyper-connected context.
Solution
The insights platform Zinklar became an essential tool for the brand, allowing them to understand consumer habits through percentages and choices.
Unilever needed to find the perfect formula for their products and services, and Zinklar helped them make strategic decisions to meet the needs and preferences of their audience.
Results
Thanks to the platform, Unilever radically transformed its consumer data collection. While other providers take weeks to conduct market research, with Zinklar they get insights in hours. This gives them a huge competitive advantage. “When questions arise, we arrive the next day with answers,” Gabriela Vidales, CMI Manager Ice Cream at Unilever.
For the team, Zinklar is a very intuitive and accessible solution, which they learned to use quickly, “more than with any other continuous tracking tool”. They especially emphasize the ease of use and the ability to upload and evaluate materials with just one click.
Zinklar has been a very big part of understanding what the consumer is thinking.
Gabriela Vidales, CMI Manager Ice Cream at Unilever.
With each questionnaire, they are certain that they are getting valid, quality information that guides them in making important decisions.
Zinklar has enabled Unilever to connect directly with the consumer, transforming their ideas into innovations and successes. They now have more strength to demonstrate that their propositions have value or areas of opportunity. In addition, having a team of market research experts offers them guidance in times of uncertainty.
Unilever in Numbers
Unilever says Zinklar’s profitability is undeniable. Its competitiveness compared to other suppliers has resulted in savings of 50-70% of the budget. Thus, with the insights platform, they not only achieve their objectives but do so in an efficient and cost-effective manner.
