We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Unilever To Leverage Social Media To Get Consumer Input On Brand Development, Innovation

February 24, 2010: 03:12 AM EST
Following a trial with Lynx Twist in the UK and the US, Unilever is planning to create a series of social networks across its brands to involve consumers in its product development process. The company hopes the sites will enable it to conduct market research, solicit and test development ideas with target groups. Unilever’s move highlights a broader shift by consumer goods companies to tap into social networks, both for marketing purposes, but increasingly to tap ideas and build bonds. David Cousino, a consumer marketing insights global category director at Unilever, said. “…the consumer has a voice as never before and brands need to listen more. Even if a brand doesn’t want to engage with consumers on that level, it will be forced to.”
Charlotte McEleny, "Unilever to use social media to aid product development", New Media Age, February 24, 2010, © Centaur Communications Ltd.
Domains
Innovation
Collaboration & Networks
Geographies
Worldwide
EMEA
Europe
United Kingdom
Categories
Companies, Organizations
Consumers
Market News
Products & Brands
Developed by Yuri Ingultsov Software Lab.