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MRS2008:Consumersunderthescannerofthemarketresearchlens
The Market Research Society of India (MRSI) conducted its 18th annual Market Research Seminar in Mumbai on September 25.
Designedasatwodayevent,dayonesawseriousdeliberationsonvariousresearchpapersfromorganisationssuchasIMRBonsubjects
likenewopportunities,connectingwiththeconsumersandmakingrelevantoffers.
IdentifyingNewOpportunities
ThefirstsessionofthedaywasonIdentifyingNewOpportunities,whichwasfurtherbrokenupinthreesubsetsQualTBreaking
theBoundariesIdeationforNewProductDevelopmentGettingtoMrRight@RightPlace:ActionableSegmentationSolutionstoaid
inMicroMarketingandInteractivityPixel:AnewlensforSegmentation.
The speakers included Dixit Channa, Insights Director, IMRB International, and Madhubanti Niyogi, Insights Director, IMRB
International.TheduobroughtunderscrutinythetraditionalapproachondevelopmentofnewproductideasinQualitativeResearch.The
approachofthispaperwastobringinanelementofquantitativeinthequalitativemoduleforstrongerdirectionalcuestotheclients.
BothChannaandNiyogifelt,Thechallengeisnottogivealaundrylist,butgeneratefewactionablefeaturesthatwouldenablethemto
establishtheirUSP.Andasastart,wecriticallylookedatourapproachandidentifiedthreekeychallengesthathadtobeovercometo
bringmorevaluetoourclients.
ThepaperonGettingtoMrRight@RightPlace:ActionableSegmentationSolutionstoaidinMicroMarketingwasauthoredbyNS
Muthukumaran, Director, Technical Training and Measurement Sciences, The Nielsen Company, and Dr Gayathri Sawahar, Ph.D in
Organisational Behaviour. Both felt that segmentation helped marketers to group consumers on the basis of their homogeneity and
evolvestrategiesspecificallytotargetthechosensegments.
The other speakers in the session were Sharmila Das, VP, IMRB International Surekha Poddar, VPMarket Research and Consumer
Insights, Bharti Airtel Ltd Shubhabrata Roy Insights Director, IMRB International and Anshuman Ray, Insights Director, IMRB
International.InadiscussiononInteractivityPixel,thekeyobjectiveofthePixelSegmentationwastounderstandwhichclusterswere
mostcriticalforaparticularcategoryandwhichwerethelifestagesandoccupationsthatformedtheseclusters.Inotherwords,thePixel
modelaimstodefineclusters,allowpossiblerevenuecontributorsandunderstandtheirneedsthroughthoroughunderstandingofneed
states based on both lifestage and occupation. The panel believed that this would help gain customer insights for better campaign
management,predictuserbehaviourandevaluatecustomerlifetimevalue.
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Connectingwiththeconsumer
Thenextsessionofthedayfocussedonconsumers.Aftertoyingwithnumerousideasinthepast,brandstodayhavebecomeclearon
ways to forge an innate bond with the consumer. For them, the consumer is the ultimate and only one that can give their brand an
impetus,orevendownrightrejectthem.
NilakshiSengupta,AssociateDirector,SynovateBrand&CommunicationPractice,beganthesessionbybringingtotheforeoldand
newmeasuresofcommunicationtestingasshespokeonthetopicTakingCommunicationTestingtoanewlevel.Advocatingtheneed
foranewsystem,Senguptasaid,Ourindustryhasbeenunderthetyrannyofnumbersforsomewhilenow.Whatsthepointofnumbers
going up or down when nothing changes in the real world? Its time we looked at more advanced and favourable options of
communicationtesting.
Taking the audience through the prevalent methods, Sengupta said that purchase intention long formed the basis of communications
testing.Yetlongitudinalanalysisofrealconsumerbehaviourshowsthatthereislittleconnectionbetweenwhatpeoplesaytheywilldo
andwhattheyactuallydo.One,therefore,hadtoquestionitsvalueasameasureofadvertisingeffectiveness,sheadded.
Suggesting a robust method, Sengupta took the audience through the Attitudinal Equity method, considered to be a new dependent
variable.Explainingthetermandthemethodology,shesaid,AttitudinalEquityisdefinedasameasureoftheextenttowhichaperson
wantsabrand,orthepsychologicaldesireofanindividualforabrand.Inaperfectworld,itisameasureofthelikelihoodthatsomeone
will buy the brand or their attitudinal purchase propensity. Respondents rate each brand in their relevant set on a 10point brand
performancescale.Therelevantsetisdeterminedbyeachrespondentandisestablishedbybrandsthattherespondentusesorconsiders.
CuttingedgeresearchinCinema:Theinnovationchallenge
Sharingtheexperiencesthatbrandsfacewithcinemahousesandwithconsumerswhowalkintowatchamovie,TusharDhingra,COO,
Adlabs Cinemas, began by citing what the world of media was getting into. Speaking on the topic Cinema A consumer connect
platform,DhingrasaidthatIndianmediascenariowaschangingveryfastwiththerebeingmorethan440TVchannelstoday,25,000
plus publications, 125plus radio stations, and more. However, Dhingra was quick to caution on the reverse trend that was being
observed,whereviewerswerespendinglesstimeonTVandreadingnewspapersandthatmediawasapproachingasituationwherethey
wereaggressivelycompetingagainsteachothertogainaformidableshareofthemediamarket.Thisisresultinginfragmentationof
traditionalmediaandisforcingmarketerstolookbeyond,hesaid.
Citingthestanceofmarketers,Dhingrasaidthatmarketerstodaywerelookingformediathatprovidedinvolvementandexperience,and
not just exposure. When it comes to cinema, marketers see a potential as it offers captive audiences, unlike the other mass media,
cinemaisahighinvolvementmedium,itgivesanopportunitytoofferacompleteconsumerexperienceandconnectplatform,andalso
offersoptionstodoinnovativeadvertisingandbrandpromotionactivitiesbothonscreenandoutside,sharedDhingra.
As for advertisers, Dhingra said, They dont have information on the profile of the people visiting in terms of demographics,
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psychographics, product and brand usage and lifestyle efficiency in terms of reach and frequency of the overall theatre and the
advertising properties within the theatre efficacy of theatre medium in terms of the ad recall, because of which the buying space is
largelydonebygutfeel,resultinginnoinputsonROIbeingachieved.Accordingtohim,itwasimportanttocreateaconnectplatform
thatcouldactasanintegratedtoolformarketersandadvertiserstoevaluatecinemaasaconsumerconnectplatformandnotjustasa
brandcommunicationexposurevehicle.
Dhingra recommended the RFID casestudy that was adopted by Adlabs, which helped by providing an efficiency measure for the
mediumbygivingreachandfrequencyforthetheatreasawholeandalsoeachadvertisingpropertywithinthetheatre.Thestudywas
also beneficial as it managed to give hot and cold spots for advertising within the theatre for advertising and provided an efficacy
measurebylinkingtheR&Ftotheadrecallofthebrandsadvertised.
"TheadvantagesofRFIDtechnologyisthatitisnonintrusiveandautomaticinnature,itcapturestheconsumerconnectpointsinside
thecinemawithoutanyprobing,hasbetterresponserateswithnomanualerror,isprecisetothepointthatitcapturesactualmovement
ofpeopleandprovidesanunbiasedeffectivenessoftheconnectpoints,andthatthedatacanbegatheredforeachadvertisingproperty
separately,"Dhingraadded.

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