Unilever: Geo-tracking – can you predict trends before they occur?

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

Summary

With so much choice offered to consumer in the modern marketplace, it is increasingly imperative for companies to develop the right product to meet consumer needs, launching in the right market, at the right time.

The need of the hour is to ride on the trend wave rather than to chase it. This is exactly what Unilever has been developing: an analytics-powered trend-engine with predictive capability, using geo-tracking to model how a trend will move across marke