Borderless Access

[Bangalore, India, 23 September 2021 ]: At the ESOMAR Research Effectiveness Awards 2021 last week, Borderless Access and Unilever were honored with the GOLD award for their collaborative case study-based paper, ‘The evolution of brand humanization’ using digital bot-enabled research methodology. Every year, this prestigious Research Effectiveness Award recognizes the market or social research studies that have contributed significantly to commercial success and society. The evolution of brand humanization stems from Unilever's mission to make sustainable living a way of life across Africa. Using Borderless Access’ research expertise, enabled by our personalized bot-enabled research solution, Unilever evaluated and addressed the challenges that people in South Africa face due to poor hygiene conditions with purpose-driven activations and by introducing relevant product innovations. The study’s findings were later presented at the ESOMAR webinar and the Insights Festival. Sharing...

Great ads can do wonders for a business, however, even a great ad concept can fail. Advertising is one of the most expensive marketing avenues irrespective of its type - print, broadcast or online. Considering the volatile and subjective nature of advertising, and that it demands a high financial investment, the process of ad testing becomes significant. With an ad testing program in the picture, one can be confident about an ad concept before launching a campaign. It is a relatively inexpensive and efficient way to figure out if a creative concept would work or not and whether to invest in it. Ad testing: What does it mean? In an advertising testing program, various ad concepts are tested in front of a sample target audience to solicit feedback. The insights so obtained facilitate the key tweaks that help to further develop and foster the most ideal concept through to seamless execution. Testing a set of new ad concepts against the existing ones, as well as that of competitors, measu...

How has the pandemic affected the various marketing mediums, and marketers’ thinking? Has there been a paradigm shift towards digital mediums versus traditional channels of marketing? Which media channels are trusted the most by consumers? To understand these questions and more about the current marketing landscape, Borderless Access surveyed both consumers and marketing professionals across 11 countries (US, UK, Germany, Nigeria, South Africa, Kenya, Egypt, UAE, Saudi Arabia, India and Singapore), painting a dipstick picture of 11 diverse but key markets across the globe. TV still enjoys the greatest exposure in developed markets; social media in developing ones In the USA, TV is still the channel that consumers have the greatest exposure to (67%), although this is followed closely by social media at 66%. Germany and UK are the only two countries where TV still far outperforms social media in terms of consumer channel exposure – with 70% of the Brits and 50% of Germans claiming to vie...