Mid November saw a gathering of researchers and research users in equal strength for the 20th MRSI annual seminar. The seminar, conducted by Market research society of India in association with ESOMAR (European Society for Opinion and Marketing Research) is an annual event and provides a forum to share success stories an exchange new ideas and techniques in MR. The theme of this year was ‘Unraveling the New age consumer’. It was a two day seminar held in Mumbai at Hotel Westin and broadly covered Technology and New Media in research and New thoughts, Trends and new applications in MR.
The key note address on both days was made by senior client members (Day 1 CMO-Aegon Religare and Day 2 MD- Kimberly Clark Lever) and set the tone for the two days ahead. The key focus in the address was on the need for Market Research to transcend from just information to knowledge, to be a lens that allows Marketers to see the picture clearly and to push for innovation to stay in tune with new age consumers and changing client demands.
10 key observations and highlights of the seminar:
1.The focus was on challenging status quo of research techniques. The entire research fraternity was in a mood to push for adoption of newer techniques and thoughts on how innovation was critical to be in tune with the changing consumer and changing client.
2.The topic of data integrity and delivery timelines, which is usually not discussed too openly was put on the table, acknowledged and action areas suggested. The role of technology was thought to be vital in helping the data collection process.
3.A lot of emphasis on ‘action ability’ of research findings, most papers discussed how their approach made the research more action oriented.
4.The interesting observation was that the seminar saw an enthusiastic response from clients as well. It was encouraging to see papers presented jointly by research team and client team.
5.There was a clear call for research agencies to start improving the perception that clients and general professionals had about research being just ‘information’. A pertinent question raised was ‘why is it that a strategy meeting does not happen without the communication agency partner but the research agency is not really missed?’ The need to improve quality of conversation, initiative and transcend from mere information to knowledge sharing was seen to be important.
6.It was felt that a lot more of innovation and imagination was needed in research design and processes. It had to be self motivated effort, with or without client buy in. The opinion was that once an innovation is proved to make a difference, client follow suit. So probably there is a case for R&D budgets for Research agencies.
7.In the Indian context, it was interesting to note that industries which were known to be highly gut based on their decision making were looking at MR to put a method to the madness. Hindi films and Hindi music were new areas of opportunity for research.
8.A lot of discussion on new media, both in terms of how it is going to impact the business processes and also about how it is opening new opportunities of providing measurement products.
9.Using social networks, conversations on the web to gain real time consumer insight was explored. Since India is a ‘face to face’ market, it was interesting to note how agencies and clients are experimenting with hybrid techniques that bring together real and virtual.
10.The new ‘Socio economic Classification’ parameters were shared by the MRSI. The SEC GRID which has been used for decades to determine demographic profiling of consumers is undergoing a review. The key changes were in durable ownership where one saw ‘Personal Computer’ and ‘internet connection’ being added. Some categories were done away with. This however is not yet formally launched but was shared since the forum had key people in the industry attending.
Its time for MR to become knowledge marketers!
Friday, November 19, 2010
Tuesday, November 16, 2010
Touch Points
Rapid development and convergence of technology makes it possible to give ‘more’ with ‘less’, and do so ‘faster’. Multi point marketing, previously understood as a visibility and salience tool, is now more about engagement and involvement because of technology and new media. Transcending its role as an enabler, technology is now the driver of experience.
There are social and economic changes , new opportunities, rapidly changing lifestyles, and increasing the pace of life more than ever before. Our ‘on the go’ lives are powered by technology and fueled by marketers, this culture is an ideal stage for real time multi point marketing. Modern lives have turned into a series of short lived experiences, filled with easy accessibility and constant multiple sensorial stimuli: a perfect opportunity for marketers. Like I said in one of my earlier articles, even before consumers have juiced out emotional richness of one experience, they are on to the next.
In the past, the depth of an experience arose from the amount of time spent immersed in that experience. Now, depth comes from multi point engagement.
There is more width and less depth to the consumer’s life today. As a result, today the memory banks are wired differently; depth of an experience will come from width and frequency.
It’s only now that 360 degree marketing approach will reach its full potential. Thanks to availability of real time multiple mediums that create an experience for the consumer, and the pace of life that compels consumers to interact with this media constantly.
To market successfully, the Brand must not come from outside but needs to weave itself into the consumer’s life; each ‘unit’ of the ‘whole’ message has to flow seamlessly to the next unit of the message: a feat that is most effectively delivered through a multi touch point approach.
Simulating and converging experiences is what consumers are looking for and technology is a willing host!
There are social and economic changes , new opportunities, rapidly changing lifestyles, and increasing the pace of life more than ever before. Our ‘on the go’ lives are powered by technology and fueled by marketers, this culture is an ideal stage for real time multi point marketing. Modern lives have turned into a series of short lived experiences, filled with easy accessibility and constant multiple sensorial stimuli: a perfect opportunity for marketers. Like I said in one of my earlier articles, even before consumers have juiced out emotional richness of one experience, they are on to the next.
In the past, the depth of an experience arose from the amount of time spent immersed in that experience. Now, depth comes from multi point engagement.
There is more width and less depth to the consumer’s life today. As a result, today the memory banks are wired differently; depth of an experience will come from width and frequency.
It’s only now that 360 degree marketing approach will reach its full potential. Thanks to availability of real time multiple mediums that create an experience for the consumer, and the pace of life that compels consumers to interact with this media constantly.
To market successfully, the Brand must not come from outside but needs to weave itself into the consumer’s life; each ‘unit’ of the ‘whole’ message has to flow seamlessly to the next unit of the message: a feat that is most effectively delivered through a multi touch point approach.
Simulating and converging experiences is what consumers are looking for and technology is a willing host!
Monday, November 8, 2010
Why waste a good recession
Recession is good. It does good. “Why waste a good recession”?
The key is to treat recessionary times as a 'call' to think like you have never thought before, and not like a storm where you duck and wait for the dust to settle down. This piece brings out why you should be 'riding high' on the 'low'. It is aimed at infusing enthusiasm about a bright future and getting them to believe slow down does what boom time can only dream of doing, it fosters innovative thinking and changes the world and it is a good time to be young and doing things in today's environment.
It is a great time to be talking about lessons to managers. Great time? Most of you are thinking “But wasn't it an economic downturn? A slowdown? a nightmare where people lost jobs? Well yes. but for a moment take a differnt angle when looking at the recession.
Give this a thought, when did the “development of the American railroads, invention of the automobile, invention of the electric light, the telephone, the phonograph as well as a great many other products based on electricity” happen? It was during the period 1866-1896…a time in American history that was a long period of declining prices…an economic depression! Was this long a bad period in American economic history? Not exactly. It was a period that shaped the modern world by some serious inventive thinking. It was during this period that the United States moved into the economic leadership for the world.
So, as we are emerging from the slow down, I would like to leave a few thoughts on why recession is good and that we should not fear it, but make the most of it to become successful managers and leaders of tomorrow.
For one, it dispels the myth that only money breeds' money. The truth is real and legitimate difference is made by a great imagination!!! Innovative and inventive thinking is what is teased out in recessionary times. Money is only the means. Limited resources challenge us to put them to better use and that is what leads to path breaking discoveries. Good manager think with their brain and not their wallet. (An example, google had no clue where revenues would come from for the first 3 years of their existence before they went on to become a 86 billion dollar company.)
The second learning that makes great managers is not accepting mediocrity. Economic slowdowns force businesses to only invest in the best projects. So there is no room for mediocre thinking, the environment will put to test the best and only the best will see the light of the day.
The third important thing that good managers do, is take risks and only in challenging times you know who has taken risks…like the famous quote by Warren Buffet, it's only when the tide goes out that you learn who's been swimming naked. To say that keeping your head up for opportunities and taking risks does separate the men from the boys… ( Example- to say 'daag acche hain' when the category is all about damming stains is a brave thing to do)
One of the most exciting things about a slowdown is that it fosters entrepreneurship. Most big guys are afraid to invest in new ideas and it is strategic to seize the opportunity before others show up. Smaller resources are more available and if there is a big idea, it is just the right time, so start ups get a head start
And in the world of communication, they say “When times are good, you should advertise and When times are bad, you must advertise.” Conventional logic says advertise during economic expansion and cut down during a recession. The reality says otherwise…a research study found that aggressive recession advertisers increased market share 2 ½ times the average for all businesses in the post-recession.
Apart from the numbers, there has never been a better time, simply because it is time to challenge. Challenge conventional thinking, conventional practices, a time when only creative thinking can pick up the pieces and create a mosaic.
And if I were to talk about the business of advertising and communication in the times of recession, It is quite honestly a good time to be in the business of communication. Not only will the advertising agencies role expand beyond advertising and branding into innovation, product ideas and creating new media solutions, but today we will be able to genuinely innovate and disrupt conventional thinking. and that is liberating!
Take a case of showcasing New York's street culture. Street performers were brought together to create a new album, they performed around town, the recordings were put on internet and it created a viral frenzy. Completely innovative, never done before, work that is truly game changing.
Agencies can go as far as creating content, creating programming and creating new media. And in the virtual world the ultimate test of creativity is 'if the idea isn't fantastic, people won't click on it' they will just move on…incredibly challenging and what a creative high!)
Smart thinking in recession time to use the power of internet to prove the potency of the idea, to a deterrent and scared client
(dove 'real beauty' first gained momentum on the viral campaign)
It is in trying times that communication partners can persuade clients to be brave and to take risks, because in any case conventional logic won't do in chaotic times. A time when integration is most critical and clients will treat agencies like close aides and partners.
And of course through history we know that communication has a huge impact on human minds. Many a war was lost due to low morale of people led by negative sound bytes. It's not just about selling jeans, soaps and powders, its about contributing to society, influencing mindsets and making a difference. When else would influencing sentiment mean more than in times of recession?
Hardly surprising that in the uk, with the collapse of financial services, all creative industries are still holding ground…be it filmmaking, gaming or advertising.
And on the lighter side, recession makes you bond better with family, makes you a better person and what's more it gets people to marry for love.
Don't just think of 'survive the recession' but think of how to thrive on the recession.
The key is to treat recessionary times as a 'call' to think like you have never thought before, and not like a storm where you duck and wait for the dust to settle down. This piece brings out why you should be 'riding high' on the 'low'. It is aimed at infusing enthusiasm about a bright future and getting them to believe slow down does what boom time can only dream of doing, it fosters innovative thinking and changes the world and it is a good time to be young and doing things in today's environment.
It is a great time to be talking about lessons to managers. Great time? Most of you are thinking “But wasn't it an economic downturn? A slowdown? a nightmare where people lost jobs? Well yes. but for a moment take a differnt angle when looking at the recession.
Give this a thought, when did the “development of the American railroads, invention of the automobile, invention of the electric light, the telephone, the phonograph as well as a great many other products based on electricity” happen? It was during the period 1866-1896…a time in American history that was a long period of declining prices…an economic depression! Was this long a bad period in American economic history? Not exactly. It was a period that shaped the modern world by some serious inventive thinking. It was during this period that the United States moved into the economic leadership for the world.
So, as we are emerging from the slow down, I would like to leave a few thoughts on why recession is good and that we should not fear it, but make the most of it to become successful managers and leaders of tomorrow.
For one, it dispels the myth that only money breeds' money. The truth is real and legitimate difference is made by a great imagination!!! Innovative and inventive thinking is what is teased out in recessionary times. Money is only the means. Limited resources challenge us to put them to better use and that is what leads to path breaking discoveries. Good manager think with their brain and not their wallet. (An example, google had no clue where revenues would come from for the first 3 years of their existence before they went on to become a 86 billion dollar company.)
The second learning that makes great managers is not accepting mediocrity. Economic slowdowns force businesses to only invest in the best projects. So there is no room for mediocre thinking, the environment will put to test the best and only the best will see the light of the day.
The third important thing that good managers do, is take risks and only in challenging times you know who has taken risks…like the famous quote by Warren Buffet, it's only when the tide goes out that you learn who's been swimming naked. To say that keeping your head up for opportunities and taking risks does separate the men from the boys… ( Example- to say 'daag acche hain' when the category is all about damming stains is a brave thing to do)
One of the most exciting things about a slowdown is that it fosters entrepreneurship. Most big guys are afraid to invest in new ideas and it is strategic to seize the opportunity before others show up. Smaller resources are more available and if there is a big idea, it is just the right time, so start ups get a head start
And in the world of communication, they say “When times are good, you should advertise and When times are bad, you must advertise.” Conventional logic says advertise during economic expansion and cut down during a recession. The reality says otherwise…a research study found that aggressive recession advertisers increased market share 2 ½ times the average for all businesses in the post-recession.
Apart from the numbers, there has never been a better time, simply because it is time to challenge. Challenge conventional thinking, conventional practices, a time when only creative thinking can pick up the pieces and create a mosaic.
And if I were to talk about the business of advertising and communication in the times of recession, It is quite honestly a good time to be in the business of communication. Not only will the advertising agencies role expand beyond advertising and branding into innovation, product ideas and creating new media solutions, but today we will be able to genuinely innovate and disrupt conventional thinking. and that is liberating!
Take a case of showcasing New York's street culture. Street performers were brought together to create a new album, they performed around town, the recordings were put on internet and it created a viral frenzy. Completely innovative, never done before, work that is truly game changing.
Agencies can go as far as creating content, creating programming and creating new media. And in the virtual world the ultimate test of creativity is 'if the idea isn't fantastic, people won't click on it' they will just move on…incredibly challenging and what a creative high!)
Smart thinking in recession time to use the power of internet to prove the potency of the idea, to a deterrent and scared client
(dove 'real beauty' first gained momentum on the viral campaign)
It is in trying times that communication partners can persuade clients to be brave and to take risks, because in any case conventional logic won't do in chaotic times. A time when integration is most critical and clients will treat agencies like close aides and partners.
And of course through history we know that communication has a huge impact on human minds. Many a war was lost due to low morale of people led by negative sound bytes. It's not just about selling jeans, soaps and powders, its about contributing to society, influencing mindsets and making a difference. When else would influencing sentiment mean more than in times of recession?
Hardly surprising that in the uk, with the collapse of financial services, all creative industries are still holding ground…be it filmmaking, gaming or advertising.
And on the lighter side, recession makes you bond better with family, makes you a better person and what's more it gets people to marry for love.
Don't just think of 'survive the recession' but think of how to thrive on the recession.
Sunday, November 7, 2010
When Gay meant happy
Hollow.poignant.witty.warm.wiles.weapons...they infect, they infuse...words!!! watch them, feel them roll out of your tongue and even more intense, watch them change their association,meaning and usage over time.
1.Its fascinating,how word associations have changed over time, changing their context, their usage and their intent.
a few examples that come to mind...
cool or hot- describing the weather, hot; hang out - hanging out your clothes
chill- a state of physical discomfort in winter;happening- an event or activity taking place or actually happening;net- a net;surf- surf with a surf board or a detergent powder;hit- physicaly hit or popular as in a hit song;Kick ass- meant kick ass and not 'wow';Suck- meant suck .. a sweet or drink.
2.Sentence construction also has its own meaning...so i don't say , i totally disagree , but say i 'so' disagree with this...
3.The other phenomenon is to have acronyms for everything...i guess the sms and chat generation are responsible for it, but i just feel the impact is lost. I mean when one says 'What the fuck' it means something..it has impact , WTF doesn't come close to it!
and there is actually an Urban dictionary where you will find not just words but expressions which have their own meanings far from what conventionally words mean. So go look it up and yenjoy ! (this was my generation's contribution to evolution of language...hinglish,tamlish,bonglish...whatever!!)
1.Its fascinating,how word associations have changed over time, changing their context, their usage and their intent.
a few examples that come to mind...
cool or hot- describing the weather, hot; hang out - hanging out your clothes
chill- a state of physical discomfort in winter;happening- an event or activity taking place or actually happening;net- a net;surf- surf with a surf board or a detergent powder;hit- physicaly hit or popular as in a hit song;Kick ass- meant kick ass and not 'wow';Suck- meant suck .. a sweet or drink.
2.Sentence construction also has its own meaning...so i don't say , i totally disagree , but say i 'so' disagree with this...
3.The other phenomenon is to have acronyms for everything...i guess the sms and chat generation are responsible for it, but i just feel the impact is lost. I mean when one says 'What the fuck' it means something..it has impact , WTF doesn't come close to it!
and there is actually an Urban dictionary where you will find not just words but expressions which have their own meanings far from what conventionally words mean. So go look it up and yenjoy ! (this was my generation's contribution to evolution of language...hinglish,tamlish,bonglish...whatever!!)
Tuesday, November 2, 2010
Riding on the wrong side?
My first reaction to the Stallio Mahindra bike commercial was ‘Wow’ a brand is being really courageous, on a one way street riding on the wrong side? Very bold indeed!
Then as I saw the commercial the second time, some questions popped up in my mind. The first one being – who is this communication for? Is it talking to the usual bike TG? Because if it is, then does a biker to be look for safe driving as a motivation? No, I think. I have never worked on the two wheeler category so don’t know the documented motivations, but as a young girl a ‘boy’ with a bike meant adventure, freedom and a style statement. And nothing was cooler than the Bullet, even an Average Joe riding a bullet was cool.
Driving fast has always been cool, driving rash never!
The dare devilry and stunts in commercials are performed to package the experience, very naïve to assume that bikers aspire to perform those stunts themselves.
Do you know anyone who throws a watch in a bucket of water to check whether it is really water proof?
So Aamir saying, you can repeat all that I have done in this scene, though a tongue in cheek remark against other bike adverts, am not sure whether it does anything for the Brand itself.
I thought, maybe the commercial is talking to a slightly older TG. One who is married, with responsibilities and needs to be told that make your ‘cool’ statement but take your mom along on a date! If I know a little bit about purchases post 40, especially purchases that make a statement, then most consumers who I like to call the ‘older youth’ would buy youthsy/gutsy stuff that helps them hold on to the last few years.
Maybe the commercial is trying to woo potential two wheeler buyers who are yet undecided between a scooter and a bike. (Wonder whether that can be?) The proposition then could be the looks of the bike and the safety of the scooter? But it is so unconvincing even as I write it and even if there were a consumer with that need state, how big would be that segment?
Then who is this communication meant for? And what does it want to achieve by going against the very core of the category? When a Brand decides to break the rules, it still doesn’t get absolved of the responsibility of delivering the core emotional experience. Power, Freedom, Confidence, or whatever it is. Taking an ‘anti’ stance can build ‘Brands’ as long as there is a strong reason for the consumer to vibe to that stance. So if this bike is for people who need a two wheeler transport and promises ‘freedom’ with responsibility , it sounds way too idealistic!
When a Sprite says baki sab bakwaas , the product is ‘clear’ and supports the proposition and when a dove says imperfection is beautiful, it is supported with a product strength of simple moisturizing. If a Brand is breaking category codes, the product support has to be strong; The ‘Uncola’ wasn’t just a cola with less fizz!!
So when you say zindagi ka mazaa jeene mein hai, what jeene ka mazaa are you talking about after taking away the chutzpa of owning a bike!! Maybe you want to talk to parents who want to gift a bike to their kids? Every Brand has had its reasons to break the category code, what’s yours Mahindra Stallio?
Then as I saw the commercial the second time, some questions popped up in my mind. The first one being – who is this communication for? Is it talking to the usual bike TG? Because if it is, then does a biker to be look for safe driving as a motivation? No, I think. I have never worked on the two wheeler category so don’t know the documented motivations, but as a young girl a ‘boy’ with a bike meant adventure, freedom and a style statement. And nothing was cooler than the Bullet, even an Average Joe riding a bullet was cool.
Driving fast has always been cool, driving rash never!
The dare devilry and stunts in commercials are performed to package the experience, very naïve to assume that bikers aspire to perform those stunts themselves.
Do you know anyone who throws a watch in a bucket of water to check whether it is really water proof?
So Aamir saying, you can repeat all that I have done in this scene, though a tongue in cheek remark against other bike adverts, am not sure whether it does anything for the Brand itself.
I thought, maybe the commercial is talking to a slightly older TG. One who is married, with responsibilities and needs to be told that make your ‘cool’ statement but take your mom along on a date! If I know a little bit about purchases post 40, especially purchases that make a statement, then most consumers who I like to call the ‘older youth’ would buy youthsy/gutsy stuff that helps them hold on to the last few years.
Maybe the commercial is trying to woo potential two wheeler buyers who are yet undecided between a scooter and a bike. (Wonder whether that can be?) The proposition then could be the looks of the bike and the safety of the scooter? But it is so unconvincing even as I write it and even if there were a consumer with that need state, how big would be that segment?
Then who is this communication meant for? And what does it want to achieve by going against the very core of the category? When a Brand decides to break the rules, it still doesn’t get absolved of the responsibility of delivering the core emotional experience. Power, Freedom, Confidence, or whatever it is. Taking an ‘anti’ stance can build ‘Brands’ as long as there is a strong reason for the consumer to vibe to that stance. So if this bike is for people who need a two wheeler transport and promises ‘freedom’ with responsibility , it sounds way too idealistic!
When a Sprite says baki sab bakwaas , the product is ‘clear’ and supports the proposition and when a dove says imperfection is beautiful, it is supported with a product strength of simple moisturizing. If a Brand is breaking category codes, the product support has to be strong; The ‘Uncola’ wasn’t just a cola with less fizz!!
So when you say zindagi ka mazaa jeene mein hai, what jeene ka mazaa are you talking about after taking away the chutzpa of owning a bike!! Maybe you want to talk to parents who want to gift a bike to their kids? Every Brand has had its reasons to break the category code, what’s yours Mahindra Stallio?
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