The AURA's 2021 - Innovation of the Year Finalist!

9 Jun 2021

We're incredibly proud that our NeedDriver Mapping methodology has been shortlisted for the inaugural AURA Innovation of the Year Award for our recent work with Unilever. Huge thanks to Anthea Sheahan and Reshmi Ouseph for such a great collaboration.

The award is all about innovations that deliver better insights or deliver insights better and we really believe that NeedDriver Mapping does both! It’s ‘segmentation without the survey' and we use machine learning models to analyse large samples of rich online qual data ‘from the ground up’ to give robust numbers and rich qualitative insight, all in one model​. Typically 5-7 segments are created, underpinned by future-focused need drivers, to map a space.

You can see a shapshot of the project we did with Unilever here

We are now looking forward to the final stage where we will present along with the other finalists to the AURA members and judging panel in June. We're keeping our fingers firmly crossed!  

To find out more about the award, please click here

Written by Jonathan Williams
25+ years in the insight and brand strategy industry as a consultant, company director, and entrepreneur.

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