Rhandell Rubio
Mar 10, 2011

Rapp Asia-Pacific launches Cultura project for Unilever

ASIA-PACIFIC – RAPP Asia-Pacific has introduced its Cultura project into Asia with Unilever as its first client to undertake the endeavour.

Ross Gearing, managing director for Rapp China
Ross Gearing, managing director for Rapp China

Cultura makes use of primary and secondary research, anthropological insight, and adaptive analytics to help firms improve their business drivers including product development, market opportunity and cohort collaboration.

Headed by Rapp China, the initial project set off to aid Unilever in obtaining meaningful data from conversations consumers are having online in Greater China and Japan. The report looked at the topics researched on a more in-depth perspective, while also analysing the similarities and differences among consumer opinions between the two markets mentioned.

The service involves employing behavioural and cultural experts for the local market and work on technology, research and social media monitoring to derive insights into the behavioural and cultural norms with which consumers interact with a brand. In addition, the process utilises data sources such as news, blogs, forums, social media and virtual communities to deliver in-depth analysis and insights for brands.

“We are excited to produce our first Cultura project for Unilever,” remarked Ross Gearing, managing director for Rapp China. “Cultura is an example of Rapp’s capacity to overlay global data-driven marketing expertise with local data sensitivities.”

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