PZ Cussons is a major manufacturer of global healthcare products and consumer goods. We were tasked with analysing digital data in specified regions to help the company understand those locations in greater detail and therefore refine its product offering.
Order and Granularity
Though our subjects were very different, they had some elements in common, so we were able to build a regimented approach. For those tasks that required just Search insight, we used tools such as Google Trends, SimilarWeb and Search Metrics to understand the landscape and draw our conclusions. For those that required broader insight, we incorporated Social Media data.
Due to the breadth of the topics at hand, there was a need to filter more and define what we were looking at. Skin Health, for example, is too broad, so we explored segments such as Hand Hygiene, Skin Care, Antibacterial Soaps, and Anti-Ageing within that overarching category. This allowed us to tackle the size of the core topic in more manageable chunks, and also ensured we were covering off every possible eventuality.
Navigating language barriers and understanding regional differences offered another layer of challenges. To do our job effectively, we had to gain clear and precise understanding of diverse locations such as Thailand, Indonesia, Nigeria, Kenya, and Pakistan. We resolved these issues by enlisting experts in those locations to lend their assistance, and also perform the research in English so there was always a reference point.
We produced five comprehensive reports that went into detail on the requested issues. These were:
Skin Health: Analysis of Search Trends in Indonesia; Understanding the online research behaviour of Paraben Free products in South East Asian markets; Search and Competitor Landscape analysis of baby care products; Keyword research and Search Landscape of Mum & Me in the UK; Keyword research and Search Landscape of Mum & Me in Nigeria, Indonesia and Thailand.
The client used this research to help shape their approach going forwards.