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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.
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