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Unilever’s new marketing innovation tool inspired by Tinder

Consumer goods giant Unilever has developed an innovative marketing tool to help speed up decision making in the business.

Marketing Week reported that the ideas app, dubbed ‘Idea Swipe’ was inspired by the popular dating app Tinder in which users swipe left or right for yes or no.

The app, which was developed in-house, allows users to make decisions quickly and easily using behavioural economics to create questions which provide fast feedback.

According to Marketing Week, Unilever executive vice-president of consumer marketing and insights Stan Stanunathan told an IRI conference in London recently that “the goal is to create double the impact in half the time and cost”.

The app is part of Unilever’s strategy to “bring thinking in-house”, embrace technology in the process.

“Embracing technology is not a negotiable conversation you either embrace it or you become a dinosaur… the pace of change is never going to be this slow ever again,” he said.

He warned those resistant to technology that “If you don’t change you will be changed.”

A representative for Unilever Australasia told Inside FMCG that “this is a global announcement that the local Australia team have not been specifically involved in”. 

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