The European division of Unilever (the umbrella company for such brands as Dove) has announced plans for a new consumer research program, targeting women ages 25-50.  Working with MindBubble, the company will offer women cash rewards for their opinions on new products and marketing campaigns.  Information will be compiled through focus groups and polls, which will be conducted using online resources.

According to the article:

Babs Rangaiah, Unilever’s global communications planning director said the company plans to shift marketing focus away from interruption towards engagement.

“We are all about the masses and scale, and interruption is becoming a much tougher proposition. So we have this term: ‘penetrate the culture’. It’s about getting into what people are interested in, what they are engaged in,” he said.