Evaluating social mission projects in emerging & bottom of the pyramid markets
An innovative behaviour measurement methodology

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Author(s): Raghavan Srinivasan, Astiti Suhirman, Namita Mediratta
Collection: Congress 2009 - Leading The Way - Ethically, Responsibly, Creatively
Keywords: Observational Research, CSR

ESOMAR Best Paper Award 2009/2010
ESOMAR Congress 2009 Award Winner - Best Methodological Paper
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This presentation details the behaviour measurement methodology developed for reliable evaluation of Unilever Oral Care Social Mission Project targeted at children. It details the application of the methodology in small towns of Indonesia, where lower income households constitute the bulk of the population. Learnings from over 1500 weeks of behaviour data relating to the evaluation of this social mission project and the methodology are also presented, along with suggestions for further development and adaptation for different social mission projects.




Date of publication: 22.09.2009
ISBN: 92-831-0237-2
Order Code: C0917
Number of pages: 18

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