10YearChallenge - Data Drives Insights & Insights Drives Decisions

1. #10YearChallenge #10YearChallenge - - Data drives insights & insights drives decisions

2. #10Year Challenge 2

3. Digital Revolution – Reverse ageing across decades 2010 1990 1970 1980 2000 2020 1960 © 2019 Borderless Access 3

4. What happens online in 60 seconds? Image source: DOMO © 2019 Borderless Access 4

5. Consumers have moved to digital platforms 65% of the Population use Internet Every Day Avg. daily time spent on social media is 2.48H How Digital has increased in South Africa in 10 years? Number of online shoppers grew by 2.5 times from 2009 to 2019 in RSA Source: • Business insider • Statista.com • Digital behaviour study by BA across LSM in RSA • eShopworld 72% prefer to shop online alone. Higher than US & EU © 2019 Borderless Access

6. South Africans are more connected on social media and chats Digital evolution has reached food cooking segment as well Activity South Africa Browsing Content Browsed Check for recipes Social Media South Africa Chat News Findings from study done by Borderless Access on emerging digital trends study done among 30+ years in 10 markets Entertainment Finances Brand recommendation Read e-books Shopping Plan, Book Holiday Highlighted based on normalized standard deviation when compared with 10 country data, Green – more than expected, Red – less than expected Atleast once every two to three hours 6 © 2019 Borderless Access

7. And they are more engaged on TV series than Games and Entertainment apps COUNTRIES TV Digital Games Enter. Apps Movies Videos Music Series 72% 61% 27% 79% 43% 75% 78% 20% 22% 78% 70% 69% Green – most preferred and Red- least preferred Findings from study done by Borderless Access on emerging digital trends study done among 30+ years in 10 markets © 2019 Borderless Access 7

8. South Africa has an opportunity to realise the advantages of modern research, and to transition to digital faster DIGITAL Digital Research is lagging in SA despite high readiness and massive leaps in digital development and innovation in RSA 01 33% 21% In most parts, digital is still perceived by clients to offer no cost or speed advantage vs Traditional Research 02 13% 22% 5% Some professionals are struggling with digital-first design and digital operational execution 03 2% 2% 1% GLOBAL AFRICA EXCEPT RSA RSA OTHER DEVELOPING MARKETS 2009 2018 © 2019 Borderless Access 8

9. Once upon a time in market research… © 2019 Borderless Access 9

10. Shift from data collection to analysis Key benefits of digital, and how we can move faster in South Africa Faster and more effective Transfer learnings from high- growth markets, re-invent when necessary HOW SA CAN MOVE FASTER KEY DIGITAL BENEFITS Wider and deeper reach Lean on digital experts to transition existing work to digital More accurate targeting Tri-sector partnerships to close skills gap, and accelerate growth Near real-time capture, and proactive reporting Courage to trial innovative approaches – lower risk through pilots Typically more cost effective More sophisticated tools © 2019 Borderless Access 10

11. © 2019 Borderless Access CLAIRE BEKKER Food and Refreshment CMI Lead - Unilever, Africa 11

12. Study to measure change in cooking behaviour over time COMMUNITY TO UNDERSTAND THE COOKING BEHAVIOUR OF SOUTH AFRICANS Research Methodology SAMPLE COVERAGE  Used empirical data based on observation  Mobile diaries  Recruited 300 people for a period of 5 days covering 2 weekends and 3 weekdays  Minimum of 50 responses per day per occasion (lunch and dinner)  Those who prepare meals at home, aged 25+ years & LSM of 7+ a) Diaries from mobile devices by creating group communities – Multiple responses by occasions received from same respondent b) Analysis from different times of the day for lunch and dinner. © 2019 Borderless Access 12

13. Digital enables deep insights in to RSA’s consumers, by enabling respondents to interact and engage throughout the day and week © 2019 Borderless Access 13

14. Digital provides constant and higher levels of engagement, and the opportunity to adapt Traditional Market Activity 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Time Spent by Respondents 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Hours of the day Machine Learning Market Activity 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Time Spent by Respondents 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 © 2019 Borderless Access 14

15. Digital gives us near real-time insights 24X7 - Dinner Avg. Cooking start time for dinner Avg. Time at which survey was answered for dinner 2 hours and 35 minutes WEEKDAY 3 hours WEEKEND © 2019 Borderless Access 15

16. Hence getting access to rich media of real-time experience © 2019 Borderless Access 16

17. Understanding in-the moment consumer behaviour helps us to connect will consumers at the right time and using right message to make bigger brand impact 30% 25% Spaghetti 20% 15% 10% Differences in dishes people cook for Lunch vs Dinner 5% Mealie-meal Stew LUNCH 0% DINNER Salads Pasta Sandwiches 17

18. Has the cooking habits changed over the decade in RSA? 18

19. Some change in behaviour with ready ingredients and meal-kits are making in-roads Among who cook / prepared food at home From Raw Ingredients 10 yrs back Now Raw & Ready ingredients Ready to eat Meal Kits Ready to cook From raw ingredients Raw and ready ingredients Meal kits Ready to cook Heating ready to eat © 2019 Borderless Access 19

20. Insights provide opportunity to create different offers by weekdays and weekends 70% 60% 64% 50% 40% 58% 26% 30% 20% 24% 4% 10% 1% 0% 2% 6% Weekend From raw ingredients 1% 8% Raw and ready ingredients Weekday Meal kits Ready to cook Heating ready to eat Weekday Weekend © 2019 Borderless Access 20

21. Own food is seen as health, tasty while meal-kits are seen mainly for convenience and hence they can grow by building on those aspects COOKED FROM SCRATCH COOKED USING MEAL-KITS HEALTHY 51% 6% AFFORDABLE 40% 27% TASTY 38% 4% FASTER 23% 40% PERSONAL CHOICE 40% 49% Like to cook for family Don’t have time to cook 21

22. Identifying right audience to engage meal-kits are resonating well with full time working women Full-time working women contacted Full-time working women among meal kit users 84% 84% 67% 67% 22

23. Digital is making in-roads to engage with the people in food categories. Engagement is not limited to Online recipe portals, Social media is a strong engagement platform with cooking enthusiasts Food24 47 % Check / read recipes online Facebook Yes No 45 % Youtube 30 % Instagram 28 % Knorrwhatsfordinner 26 % 15% Justeasyrecipes 19 % Eatmeerecipes 11 % Twitter 09 % 23

24. Digital is making an impact! Digital Market Research Response Pattern Logical and discreet patterns emerged for various survey attributes including time of the day and geo locations Wider Reach Digitally equipped market research enabled to reach wider set of audiences Relevance Accurate results due to observed data from geo tagging and mobile © 2019 Borderless Access 24

25. CLAIRE BEKKER Food and Refreshment CMI Lead - Unilever, Africa 25

26. What will connected marketing look like in #2030? John, 32M, executive, wants a Paul Ice-cream! Facial analytics/ recognition / emotions Passive counter in background, measuring GPS, dwell time Pattern Recognition Passive Integrated eye tracking integration with other app usage Age / gender estimation Image Analytics Passive Listening Pamela, 28F, Marathon runner, wants an Energade!! Biometric wrist counter, measuring heart rate, galvanic skin response 26

27. Thank You! Bev Tigar Claire Bekker Ejaz Mirza Connect with us on