Voice of the Consumer Case Study

Client

Challenge

Unilever

Unilever is a Fortune 500 company with brands such as Lipton, Knorr, Dove, Axe, Hellmann's, and Omo, alongside trusted local names and innovative-forward-thinking brands.

Monitor Social Media to bring Unilever Quality Issues to light in a real-time environment

The technology and processes needed to develop this type of information had never been created within a CPG.

Solution

We partnered internally with Unilever Quality and externally with top vendors recognized in their field of expertise (Brandwach, Deloitte, Clavis, and Kritique) to create an optimal model for the business

We created a comprehensive Dashboard that aggregated Consumer Complaints from all available channels and clustered similar complaints for a complete picture of an issue.  The advanced modeling included the following:

  1. Consumer Monitoring: Identify highly engaged positive and negative consumers

  2. Smoke Word Alerting: Immediately identify complaints with high-risk “smoke-word” language

  3. Theme Identification: Extract themes using advanced analytics 

Results

Utilized Natural Language Processing to aggregate verbatims from Social Media, identify potential issues, and rate their severity using intelligent visualizations. The tool o revealed actionable insights and provided critical alerts to our end users. 

The tool saved over $3MM annually by providing rapid insights from our consumers.