Mumbai: Unilever has rolled out a Qualitative Research programme in India which helps improve the company's understanding of its consumers.
There are now around 15 fully accredited researchers working for Hindustan Unilever Limited in India. They all had to undergo a rigorous assessment process to check their skills profile.
Keith Weed, Chief Marketing Officer, Unilever said, "It's absolutely fundamental to the success of our sustainable growth agenda that we have a deep understanding of consumers wherever they buy our products. Whether it's in our developing, emerging or mature markets, consumer behaviour is changing so rapidly that if you dare to blink, you'll miss the latest trend. To stay ahead of the curve we need the very best researchers who have the skills and experience to generate the real-time consumer insights we need to create great marketing campaigns for our portfolio of household brands. This accreditation scheme is a really exciting opportunity to help Unilever on its way to becoming the best marketing organisation around the world."
The assessments were carried out by senior expert qualitative practitioners, who gave an independent view on the skills and capabilities of the researchers to the Unilever Accreditation Board.
Dr Meena Kaushik, Chairman Quantum Consumer Solutions (one of India's largest qual research agency) said, "The accreditation program is critical to raise the qualitative research standard across the world. Ideally it should have been a process that the Market Research Society in each country should have undertaken to ensure that qualitative researchers have the requisite caliber and training. I feel it is a good start and will raise the overall standard of the industry and motivate agencies to focus on training in a concerted and systematic way".
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