Durables & Appliances
How can we
help you?
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
CONSUMER
RESEARCH
Develop your Marketing decisions based on Consumer Insights & Outsights!
How can we
help you?
Usage & Attitude Studies
Segmentation Studies
Product & Concept Tests
Communication Development & Evaluation
Brand Health & Equity
Pricing Recommendation & Evaluation
Feature Price Trade Off
Problem Detection Studies
Customer Satisfaction
Consumer Journey Mapping
Post Launch Evaluation
Market Estimation Studies
History of successful relationships
with various clients
Go-to-Market Strategy
Our mobile manufacturing clients or phone manufacturing clients wanted to enter a higher price segment with a new range of smartphones, and wanted to develop a Go-to-Market strategy based on consumer research.
Accordingly, we did a mixed method tracking of the Consumer Purchase journey, tracing the pre-purchase information gathering stage right down to actual purchase, mapping the brand, model and price upgrade, and personifying the different segments on what motivations and mindsets guide their behaviour.
The research provided rich insights on the consumer journey, mapping the habits and behaviour of the consumers, and the attitudes which govern their behaviour.
Using the strategic inputs provided in the research, the client is in the process of finalising its launch plans, and identifying the products in its global portfolio which would fit the needs of the consumers in the particular price segment.
Reformulating Channel Strategy for Mobiles
A large consumer durable product manufacturing company wanted to develop and design a Channel Strategy for their own flagship stores as well as channel partners.
Annual Shopper Segmentation studies were conducted. Segmentation was on the basis of shopping attitudes and behaviour. We conducted a qualitative research followed by shopper observation and entry and exit interviews. Channel profiles were drawn based on channel imagery.
The Annual Shopper Segmentations
showed shift in the position and size of the segments across the years: more tech driven, and hence, decreasing decision making at the shop. The research showed that there was change in the store drivers from tangible requirements to softer experiential requirements. The insights from the research gave well defined Channel expectations and imagery.
The research helped the client repositioning of their Flagship store, redesign of their in-shop promo materials and redefine their Partner strategy, leading to product prioritization.
Changing the Marketing Mix for a Consumer Durable
A large consumer durable company wanted to track the health of their brand vis-à-vis competition, across their entire product repertoire. They also wanted to track recall and recognition of their communication vis-à-vis competitive brands. Additionally, the client wanted to understand the impact of their communication on brand salience and perception, and provide inputs for the next quarter spends and communication.
Quarterly dipstick studies, one for each category, were conducted. These were followed by qualitative deep dives if required.Comparison against internal action standards were set, basis the spends in the previous quarter.
Quarterly tracking of key measures
identified that the brand had very high mind measures. However, the factual communication was not contributing to improving brand
imagery. The research identified brand weakness in terms of retail purchase conversion in spite of high mind measures.
The insights from the research helped the client make a shift in the communication strategy, fine-tune their spends and TVC mix. The findings from the study also led to an in-depth retail research followed by a sustained retail initiative.
Laptop Relaunch Study
As one of the oldest technology companies in India, they were constantly falling behind on
their device sales, coupled with declining value realization. The company wanted to relaunch their laptops, with strategic inputs on product design, target segment, communication and retail.
A multi-segment qualitative and quantitative study, along with study among retailers, was conducted to understand consumer product requirements, brand knowledge and imagery. The research also included segmentation of consumers on the basis of their category codes and interaction followed by prioritization Additionally, attitudes and motivations were mapped to develop brand positioning and communication strategy.
Four segments emerged on the basis of consumers’ interaction with laptops – why, when, where and how used. Each segment had a different requirement, and given the current portfolio, it was recommended to prioritize two of the four segments. Product strategy was drawn up and basis qualitative research, brand positioning was developed.
The research was followed by a workshop involving the research team, and other brand and marketing stakeholders, both internal and external. The company revamped their entire product line, along with a new brand name, and brand positioning.
