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Consumer Behavior Study

Undertaking deep primary research to provide insights regarding consumer needs, preferences, share of wallet, purchase criteria and stickiness

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Consumer Behavior Study

Who is the ideal target group?
Are there distinct consumer segments existing in the market? Which one to target?
What are the brands customers are aware of and currently using?
What factors influence the customers’ choice of products and service provider?
What are the key purchase criteria across different product categories?
What is the frequency of purchase and usage?
What is the share of wallet of the competitor brands across product categories?
How can brands capture a higher share of THE customer’s wallet?
How can brands retain their current share of wallet?
What is the level of stickiness across brands?

Relevant Case Studies

Consumer segregation and personas to map consumer behavior for healthcare services
Consumer segregation and personas to map oncologist/medical staff and patient journeys to understand pain points and latent needs
Customer behavior and equipment requirement for a leading oil and gas equipment manufacturer
Customer behavior assessment of tele-consultation users in metro and tier 1 cities
Healthcare consumer survey to assess unmet needs, pain points and spend
Understand gelatin sponge buying behavior of hospitals
Understanding customer / contractor experience and behavior while procuring home materials
Quantitative survey to understand consumer behavior (frequency, duration, channels used, spend etc.) for launch of specialized offering by a leading OTA
Offline retail strategy in the Indian apparel market
Study Customer Behavior and Customer Satisfaction of Online and Offline Grocery Consumers
Online food ordering consumer survey to study consumer behavior
Conducting a farmer behavior study for a fertilizer player
Consumer behavior mapping to identify potential improvement areas in product / offering for an online packaged food brand
Customer behavior study and market potential of online meat market
Enabling a philanthropic fund house to improve farming outcomes for marginalized farmers
Identifying investment patterns of customers
Need-based segmentation for leading service provider
Understanding small HFC customer experience and behavior
Customer behavior study and market potential of online meat market
Mapping customer spends and preferences in payments
Customer behavior research of co-living players across India
Understanding typical usage behaviour and satisfaction level of an online job application
AgriTech platform farmer behavior research

Consumer segregation and personas to map consumer behavior for healthcare services

Objective

Client wanted to identify the target audience for their new healthcare delivery model

Methodology

Assessed various household archetypes based on composition of members to create customer segmentations
Estimated the size of each household archetype in India to find the ideal customer segments based on value
Personas were created to map consumer behaviour of household archetypes with regards to healthcare services in primary care, secondary care, tertiary care, wellness, etc.

Impact / Outcome

The actionable consumer insights enabled client to decide on the target audience for their integrated healthcare delivery model

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Consumer segregation and personas to map oncologist/medical staff and patient journeys to understand pain points and latent needs

Objective

Client wanted to identify all the medical devices/consumables required in a cancer hospital for a breast cancer patient

Methodology

Conducted 100+ interviews to understand key pain points, unmet and latent needs of breast cancer patients and oncologists/ medical staff across the continuum of care à symptoms, diagnosis, investigation, treatment, surgery, post-op care, prevention, and wellness
Assessed pain points and needs specific to medical devices and consumables, annual spend of a breast cancer patient and identified medical devices/consumables required in a cancer hospital

Impact / Outcome

The actionable insights enabled client to understand medical devices/consumables required in a cancer hospital and identify opportunities where they should enter

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Customer behavior and equipment requirement for a leading oil and gas equipment manufacturer

Objective

An oil and gas equipment manufacturer wanted to assess customer need for multiple user segments
The client also wanted to understand the drivers of adoption for the brand, reasons for churn, and improvement areas to re-establish engagement

Methodology

Surveyed 300+ drilling contractors, EPC companies, Oil field services companies, and Pipeline companies in India, Southeast Asia, and MENA
Conducted 20+ in-depth interviews with churned users to understand factors of promotion/detraction and key pain points with the existing products used
Analysis of various use cases, type of equipment required, avg. spend on equipment for sub-segments based on geography, placement in the value chain, the scale of the company
Willingness to pay was analyzed for key service parameters for different customer archetypes

Impact / Outcome

Oil and gas industry participants segmented into archetypes and drivers/barriers of adoption
Key identifiers of churn and initiatives that could re-establish engagement were also identified

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Customer behavior assessment of tele-consultation users in metro and tier 1 cities

Objective

The client wanted to understand the current usage of teleconsultation by deep diving into the key purchase criteria, use cases, customer journey, pain points, and how the pain points are being addressed by teleconsultation providers

Methodology

Conducted in-depth interviews with 100+ customers of teleconsultation apps to derive useful insights and gather information regarding the key purchase criteria, use cases, customer journey, and pain points
Mapped customer journey from experiencing new symptoms to availing consultation to follow-up
Different use-cases for people to adopt teleconsultation

Impact / Outcome

Understand the customer preferences for using teleconsultation apps for doctor consultations
Also, the client understood the customer journey and various pain points of the customers and how the teleconsultation providers are addressing them

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Healthcare consumer survey to assess unmet needs, pain points and spend

Objective

Client in the healthcare delivery space wanted to understand the consumer preferences for integrated healthcare and assess unmet needs.

Methodology

Conducted a detailed consumer survey across 21 cities with ~1,500 respondents across different income levels, family compositions, and insurance covers
The current assessed level of satisfaction for healthcare consumers, unmet needs, spending across channels, and likelihood to switch to an integrated healthcare network

Impact / Outcome

The client was able to determine unmet needs for their healthcare delivery model and understand prevailing consumer tastes and preferences, spending patterns, and experience with current healthcare services.

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Understand gelatin sponge buying behavior of hospitals

Objective

The client wanted to assess the use cases, purchase criteria, purchase journey, awareness of gelatin sponges, and compare with competing products in the market

Methodology

Held 75+ primary conversations with surgeons and procurement managers of different types of hospitals, medical institutes, and chain hospitals
Found out the key purchase criteria, purchase journey, and latent needs of the customers
Evaluated awareness and NPS of different brands of gelatin sponge in the market

Impact / Outcome

Enabled client to understand key customer KPCs, and latent needs across the purchase journey and identify the preferred gelatin sponge brand in the market

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Understanding customer / contractor experience and behavior while procuring home materials

Objective

Evaluate customer/contractor experience with the client while procuring various building & home materials

Methodology

Visited two major clusters, one each in North and West India, and conducted in-depth interviews (N = 25) with both existing and churned out customers/contractors who have procured building materials from the client in the past
Conducted in-depth interviews (N = 20) with Direct Selling Agents (DSAs) to identify product and process level differentiation with the competitors
Visited competitors’ outlets/shops (N = 15) in both the geographies to understand their product selling approach, channel preferences, etc., taken by them
Created customer/contractor journey from need generation to channel identification and procurement to delivery process and the pain points faced in between
Identified gaps in the value chain faced by the contractor/customer while procuring the building materials

Impact / Outcome

Suggested areas of improvement recommended across both the geographies and approved for implementation by the management team

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Quantitative survey to understand consumer behavior (frequency, duration, channels used, spend etc.) for launch of specialized offering by a leading OTA

Objective

A leading OTA wanted to assess consumer behavior (frequency, duration, channels used, spend etc.) across metros and non-metros to identify customer personas to launch a specialized offering

Methodology

Conducted consumer survey (N = 500) and in-depth consumer interviews (N = 20) across 10 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, income, % disposable income spend on travel etc) to understand the consumer behavior and nature of spend
Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in initial booking and subsequent loyalty
Identified relevant segments to target for OTA platform’s new offering

Impact / Outcome

Equipped the client with detailed insights on travel consumer behavior on OTA platforms to launch offering
Client incorporated pricing and customer experience features based on recommendations

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Offline retail strategy in the Indian apparel market

Objective

Client wanted to understand how offline retailers of apparel counter the E-commerce boom

Methodology

Conducted extensive secondary research on the penetration, logistics and economics of offline and online retailers
Carried out retailer conversations to understand procurement, pricing, differentiation strategies and digital marketing approaches

Impact / Outcome

Client was able to gain valuable insights about how offline retailers employ strategies to counter E-commerce retailers in the Indian apparel market

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Study Customer Behavior and Customer Satisfaction of Online and Offline Grocery Consumers

Objective

A PE / VC player wanted to analyze e-grocery and offline retail grocery consumer behavior to understand brand perception, consumer satisfaction, and NPS

Methodology

Conducted consumer survey (N = 861) for online grocery consumers and primary consumer surveys (N = 556) across multiple cities (mix of metro and tier 1 cities) for different customer archetypes (based on household types, age groups, employment status, and gender)
Mapped customer journeys for offline and online purchases to understand the spending on groceries in a month across different weeks (based on different personas)
Mapped the grocery spend across different product categories
Carried out benchmarking for key players in India across key parameters (product price/discount, product quality, wide product selection, availability of items, delivery speed, etc.)

Impact / Outcome

The client was able to understand a clear distinction in the consumer behavior patterns and customer journeys across online and offline grocery players, along with a benchmarking for the top 5 grocery players in India against the key parameters and their drivers for NPS

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Online food ordering consumer survey to study consumer behavior

Objective

Client wanted to understand consumer behavior and preferences in regards with online food ordering including parameters like frequency and occasion of order, awareness and usage, cuisine preferences, etc.

Methodology

N = 30 in-depth interviews to understand consumer tastes and preferences across various cities and their online food ordering behaviour
Consumer survey (N = 1,500) across Metros & tier-1 cities to understand consumer tastes and preferences across various cities and their online food ordering behaviour

Impact / Outcome

In-depth understanding of consumer online food ordering behavior and its nuances across geographies including preferences of cuisines, frequency of ordering and AOV, occasion buying, etc.

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Conducting a farmer behavior study for a fertilizer player

Objective

An Indian fertilizer brand wanted to conduct a consumer behavior study to understand the requirements of its farmer customers, their decision-making process when it came to the selection of brands, and key pain points.

Methodology

Conducted in-depth interviews of farmers (N = 20) to understand their requirements in terms of crop fertilizers, decision-making process, key influencers, and pain points in the entire procurement process
Conducted quantitative farmer survey (N = 500) to understand farmer profile, persona, key requirements in terms of fertilizers, key purchase criteria, and experience rating of the brand vs. key competitor brands
Analyzed interaction of farmers with the brand at various touch points, key needs and pain points, and improvement areas

Impact / Outcome

Helped the client understand crop fertilizer needs of farmers, decision-making process end to end, and pain points, and recommended key initiatives to uplift farmer’s brand experience

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Consumer behavior mapping to identify potential improvement areas in product / offering for an online packaged food brand

Objective

The client wanted to assess evolving consumer needs, and the quality of customer service/support provided during the purchase journey, primarily via mystery shopping.

Methodology

Conducted mystery shopping (N = 25), in assistance with client stakeholders, across consumer segments to understand the structural shift in consumer behavior, particularly the digital purchase journey
Analyzed service benchmarking for key category players to understand areas of competitive parity and disadvantage
Assessed the extent/quality of customer support provided while purchasing offerings via both offline and online channels

Impact

Helped client develop an understanding of the level of support customer support provided across category brands, reasons for customer dissatisfaction, and areas of improvement to deliver an exceptional customer experience.

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Customer behavior study and market potential of online meat market

Objective

An online meat player wanted to assess consumer needs assessment, market potential, and margins across the value chain.

Methodology

Conducted consumer survey (N=600) and in-depth consumer interviews (N=25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes (based on household types, age groups, employment status, gender and meat-eating preferences)
Mapped customer journeys for offline and online purchase across organized and unorganized players through customer interviews (N=10) and mystery shopping
Conducted trade interviews (N=15) of distributors and retailers across product categories (sea food, poultry, mutton etc.) in coastal/other regions
Carried out product and service benchmarking for key players (wet shops, modern trade, online, etc.)

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing online meat players and variation in margins by channel and product type across the value chain.

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Enabling a philanthropic fund house to improve farming outcomes for marginalized farmers

Objective

Client wanted to understand the internet usage behavior under-privileged farmers for discovering farming practices / support and online purchase pattern
Client wanted to increase digital channel awareness / adoption for these farmers to take well-informed farming decisions by leveraging online channels

Methodology

Conducted in-depth interviews with 20+ farmers across 10 districts in the states of Gujarat & Maharashtra to discover their key needs and pain-points in the procurement process
Understood their internet usage patterns, frequently used portals, and online purchase history
Evaluated farmer inclination towards various formal and informal digital channels, their motivation, and fears (operational, financial) while using technology-driven solutions
Mapped farmer journey initiating from need realization to usage of various channels (offline, online) for information discovery, to ultimately making the purchase decision

Impact

Helped client identify key process interventions required and design awareness / outreach campaigns to maximize technology adoption among under-privileged farmers while procuring farming goods (raw materials, etc.)

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Identifying investment patterns of customers

Objective

A leading POS player wanted to diversify into new product and hence liked to test the merchant behaviour towards both such product features

Methodology

Conducted survey (N = 1,000) with merchants / user belong 12 cities (metros, tier 1, 2, and below) and are into both retail and service segments
Identified merchant behaviour towards their existing POS system, other payment and fintech solution, key selection criteria, and challenges faced by them
Presented various features of the upcoming product as different concepts and identified their preference, and expectations with them
Validated the survey finding by in-depth interviews (N = 100) with different merchant segments based on their demography, business turnover, and likeliness towards offerings
Deep-dived into merchant behaviour towards likeliness of different product offerings, its potential impact on their businesses, and identified their expectations with the upcoming features or identified other new features needed to be included

Impact / Outcome

The client validated and tested the upcoming product across different major cities and looked forward towards marketing and advertising strategy through different media platforms

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Need-based segmentation for leading service provider

Objective

A leading financial services provider intended to conduct needs-based segmentation of the existing customer base to launch newer services and increase their share of wallet

Methodology

Set-up 5 membered team of seasoned professionals in financial data management to derive segments from available customer data
Identified 50 critical attributes of purchase behavior serving as proxy / indicator for needs
Quantified purchase behavior data for customers (N = 10,000) for feeding into clustering algorithms
Synthesised output from algorithms with qualitative insights derived from senior management interviews (N = 10) to arrive at 5 customer segments

Impact / Outcome

Identified 5 key customer segments with differentiated needs for offering design and targeting by the client
Created dynamic dashboard for regular update of customer attributes basis new data addition

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Understanding small HFC customer experience and behavior

Objective

Evaluate customer experience with the HFC across the loan cycle and identify areas of improvement; develop understanding of customer thought-process, preferences, and perceived quality of delivered services.

Methodology

Visited two major business regions, one each in north and south India and conducted in-depth interviews (N = 120) with both existing and churned out customers, who have taken individual home loans for construction, reconstruction, purchase, and who have taken loan against property
Conducted in-depth interviews (N = 40) with Direct Selling Agents (DSAs) to identify product and process level differentiation with the competitors – selection and acceptance ratio, loan TAT, and post disbursal services and challenges
Visited competitors’ branches (N = 14) in both the geographies to understand about their channel preferences, loan product features, and assessed underwriting process and deviation taken by them
Created customer journey from need generation to channel identification and loan application process and marked challenges faced by the customers at different phases of the journey
Identified gaps in the loan process and service levels by segmentizing all the challenges faced by the customers both pre and post disbursement of the loan

Impact / Outcome

Suggested areas of improvement recommended across both the geographies and approved for implementation by the management team.

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Customer behavior study and market potential of online meat market

Objective

An online meat player wanted to assess consumer needs assessment, market potential, and margins across the value chain

Methodology

Conducted consumer survey (N=600) and in-depth consumer interviews (N=25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes (based on household types, age groups, employment status, gender and meat-eating preferences)
Mapped customer journeys for offline and online purchase across organized and unorganized players through customer interviews (N=10) and mystery shopping
Conducted trade interviews (N=15) of distributors and retailers across product categories (sea food, poultry, mutton etc.) in coastal/other regions
Carried out product and service benchmarking for key players (wet shops, modern trade, online, etc.)

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing online meat players and variation in margins by channel and product type across the value chain

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Mapping customer spends and preferences in payments

Objective

A leading Fintech company wanted to understand the needs and preferences of consumers with respect of payments across different use cases. Further, the client wanted to understand overall spend patterns, most important factors influencing payment modes, and reasons for preference of one player over the other.

Methodology

Conducted customer survey (N = 600) for across in 2.5 weeks across 15 cities (mix of metro, tier 1 and tier 2 cities) for different customer archetypes across geographies, age-groups, income, and employment categories
Deep-dived into analysing monthly spend patterns across demographic cuts to identify key cost areas
Conducted in-depth customer interviews (N = 30) to map typical customer spend on various digital apps and identify frequently used payment modes and key pain points
Identified preference of payment modes across key use cases and reasons thereof across age groups, gender, educational qualification and income
Understood key competitors’ strengths and weaknesses by elaborate secondary research and mapped those to customer needs to identify clear winners in each use case

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for payment players and improvement areas to improve its NPS

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Customer behavior research of co-living players across India

Objective

An investor wanted to understand the co-living market in India with a deep focus on key players and the value proposition to its customers
Client also wanted to deep dive into behavior of students / young professionals residing with co-living players
Full-spectrum market survey with existing co-living and student housing customers to top 5 organized players along with other unorganized players in the market

Methodology

Conducted a deep survey (N = 480) with customers of top co-living players(organized and unorganized players) in India
Created survey questionnaire to understand the service portfolio and terms of engagement, key purchase criteria, the overall experience on key parameters like food, security, location, housekeeping, infrastructure, etc., NPS, and renewal propensity of customers
Created an excel data book for seamless and efficient capture of insights derived from the survey

Impact / Outcome

Successfully provided the client with comprehensive study benchmarking student housing and co-living players with deep insights on demand aspect (students / young professionals) to enable the firm to identify an attractive investment target

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Understanding typical usage behaviour and satisfaction level of an online job application

Objective

An online job application player wanted to understand consumer perception, consumer satisfaction, how their newly launched services are performing & key drivers of churn for lapsed consumers

Methodology

Conducted a consumer survey with N = 350 respondents across different cities, age groups, & income brackets
Undertook in-depth study to understand user behaviour, use cases & awareness levels
Conducted in-depth analysis of consumer NPS and dominant drivers

Impact / Output

Online job application player was able to understand key drivers influencing consumer behaviour and their overall satisfaction level
Client was also able to understand key drivers of churn

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AgriTech platform farmer behavior research

Objective

An investor wanted to conduct research on an AgriTech company providing services to the farming community in India
Client wanted to understand profile of farmers the AgriTech company caters to
Client wanted to understand the overall farmer behavior – their decision-making criteria for selection of online AgriTech platform, value proposition of the AgriTech company, usage trends and NPS

Methodology

Conducted in-depth farmer interviews (N = 30) and farmer survey (N = 100) to understand farmer profile, decision making criteria, usage trends and NPS
Created a dynamic excel model and survey data book to depict the trends in customer profile and awareness, farmer experience & usage, decision making criteria, and farmer feedback on inputs and output
Conducted deep secondary research via leading news publications, agri reports, player websites & Government database

Impact / Outcome

Successfully provided client with an understanding of farmer behavior – including their profile, selection criteria, usage trends, experience and NPS, and therefore acceptance level of the value proposition

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