Effective Market Research methods in Africa - Unilever Case

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Market Research in Africa

Insights Valley Europe

Corporate Research Conference

Amsterdam

7 September, 2012

Gitta van der Meer

http://www.researchafrica.com

E-Mail: info@researchafrica.com

UgandaSocial Impact

Knowledge customer base

The Netherlands

Open Data

Innovative mobile technology

InclusiveBusiness

WHY AFRICA?

Booming market, fastest growing economy in next

5 years

$1.8 trillion economy

Rate of return on foreign investment higher than

any other developing region

Uganda economic growth 6.41% per year vs. 4.66%

China and 1.97% the Netherlands

Only 1% of total global market research budget

invested in Africa

> 1 BILLION population

53% mobile phone users, > 500 MILLION

> 1 MILLION new subscribers every month (most BoP, < 2$ p/day)

> 48 MILLION people have a mobile phone, but no electricity

2013 an estimated 1,7 BILLION people worldwide will have a mobile

phone, but no bank account (M-Pesa, mobile money)

95% of text messages is read within 4 minutes

MOBILE PHONES IN

AFRICA

• Advanced technology (smartphones)

• 24/7 Online access• High penetration of mobile

internet & survey apps• High education and literary level

• Basic technology (low-end phones)

• Limited online access • High penetration of voice and SMS• Logistic challenges • Educational and literacy limitations

EUROPE AFRICA

• Advanced technology (smartphones)

• 24/7 Online access• High penetration of mobile

internet & survey apps• High education and literary level

• Basic technology (low-end phones)

• Limited online access • High penetration of voice and SMS• Logistic challenges • Educational and literacy limitations

EUROPE AFRICA

OUR APPROACH

Insight consumer base commercial companies - particularly ‘Base of

the Pyramid‘

better match supply / demand

more customized services and products

product improvement

close contact with target groups - anticipate market changes, evolve and adapt

Insight target groups NGOs, UN agencies, and government

bodies

better informed people

improved healthcare & education

reduced poverty

increased contribution environmental protection

design and implement more tailored strategies

HOW DOES IT WORK?

Flexible mobile phone platforms (SMS/IVR, toll free)

Call centers

Mobile data collection applications

Internet surveys

Client database / Database creation through

marketing campaigns / Profiled database (Research

Panel, on-line or SMS registration)

Rewards / Incentives (e.g. mobile phone credit)

Sample size co-developed with Worldbank

Real-time accessible & trustworthy results

Visualization tools

What? - Impact survey on Global Hand Washing Day campaign, Uganda

Partner / Client: - USAID and Unilever-Lifebuoy

How: - Interactive SMS (English) and call center (English and local languages) further to SMS

pledges (12,000 pledges)

Database: - International hand washing day campaign (Participant pledge by SMS)

Goals: - Insight attitude & create awareness hand washing to prevent diseases

- Insight soap brand awareness & product feedback

Win-win: - Increased brand awareness Unilever-Lifebuoy & increased awareness dealing with poor

sanitation & hygiene

UNILEVER CASE

What? - Monitoring and Evaluation solar system performance & use, Northern Uganda

Partner / Client: - GIZ / PREEP (‘Access to Solar program’)

How: - Interactive SMS (English) and call center (English and local languages)

Database: - Existing GIZ database of customers who bought a solar system under the program

Goals: - Evaluate performance/use/dealers solar systems

- Improve access to affordable modern energy services in rural/remote areas in Uganda

- Evaluate use solar energy

Win-win: - Insight customers’ opinion of & experience with solar systems

- Collection information on dealer performance & systems quality

- Increased support for renewable energy

GIZ CASE

What? - Establish a representative panel for market research

Partner / Client: - Available for use by any commercial or non-profit entity

How: - Marketing campaign via radio, TV, Internet, social media

- Registration panelists via SMS or Internet

- Careful profiling via call center (English and local languages)

- Incentives provided for participation

Goal: - Provide insight in consumer attitudes, knowledge levels and behavior in Africa

Result: - Profiled database to be used for market research

PANEL RESEARCH

LESSONS LEARNED

CUSTOMERS WANT TO BE HEARD

great variety in participantsIMPORTANCE OF

good brand knowledge

THANK YOU

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