Kimberly-Clark Australia Named as Australasian Community Panel of the Year
Kimberly-Clark Australia’s Huggies Online Community has been selected as the first ever Australasian Community Panel of the Year and will participate as a finalist in the inaugural 2012 Global Community Panel of the Year Awards from Vision Critical—a competition between the company’s 500+ online Community Panels managed around the world.
The Huggies Online Panel has allowed Kimberly-Clark to foster a dialogue with both first time and experienced mothers of children from 0 to 3 years, quickly and cost-effectively. The panel has been used for product design, promotional ideas generation, website strategy and product testing, as well as longitudinal research to understand consumers better. Kimberly-Clark Australia relied on their own database of customers to keep the panel healthy.
“Since 2010, we’ve conducted over 95 studies on the Huggies Online Panel and we can reach over 1,000 customers overnight,” said Alla Nock, Market Research & Analytics Manager, Kimberly-Clark Australia. “We have kept mums engaged via interesting and visually appealing surveys that are under five minutes on average and our Community Panel has enabled our business to think about consumer research in a different way.”
“We make every effort to keep the consumer at the heart of everything we do for the Huggies brand, and the introduction of the Huggies Online Community Panel made this so much easier to achieve,” said Alison Holland, General Manager Baby & Child Care, Kimberly-Clark Australia &New Zealand. “Our ability to contact our consumer base with a wide range of questions, and gather their input and ideas quickly, has been a revelation.”
Peter Harris, EVP and MD of Vision Critical’s ANZ business congratulated Kimberly-Clark. “They have done an amazing job with their healthy, responsive Huggies Community Panel,” said Harris. “Their success confirms that community panels are changing the way market research is conducted in Australia and New Zealand, allowing brands to engage directly with their customers in an engaging two-way conversation.”
The winner of the 2012 Global Community Panel of the Year competition will be announced at the company’s annual Summit in New York City on October 4th. For more information visit https://visioncritical.com/2012-Community-Panel-of-the-Year
About Kimberly-Clark Australia
Kimberly-Clark is a global leader in the ‘essentials for a better life’ across Consumer, Business-to-business and Health Care markets. Every day, nearly a quarter of the world’s population trust Kimberly-Clark’s brands and the solutions they provide to enhance their health, hygiene and well-being. The company markets leading household brands including the KLEENEX®, KLEENEX® COTTONELLE®, HUGGIES, U BY KOTEX®, VIVA® CLEVER CLEANING, POISE® and DEPEND® ranges. For further information visit www.kimberly-clark.com.au