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Media Entertainment and Telecom

Helping media & entertainment offline & online platforms & telecom industry to gain actionable insights on user behavior and usage, digital journeys, competitor tactics and changing business environment

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What We Do

Category assessment
Category trends
Sector scan
Consumer NPS & loyalty
Voice of consumer
Consumer purchase journey
Shopping decision tree
Consumer segmentation
Need & intent gap analysis
Digital persona mapping
Employee engagement
Employee satisfaction and NPS
Voice of channel
Micro market demand estimation
Sales and distribution benchmarking
Brand health diagnostic
Advertising effectiveness
Product and concept testing
Product price benchmarking
Availability visibility study
Go-to-market
Outdoor media research
Renewal propensity

Category assessment

What is the total Media, Entertainment & Telecom market of India?
What is the demand / market potential for each category?
How does the competitive landscape look like across categories?
Which players hold the largest share? Which players are growing fast?
What are the growth drivers / barriers? Any differences across sub-categories?
What are the new emerging categories / sub-categories? Like OTT, podcast, digital media & gaming industry?

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Category trends

What are the different categories? How have they been growing?
What is the growth outlook for the categories / sub-categories?
How are the consumer needs changing?
How does the unit economics look like for each category?
Are there global categories in other advanced markets yet to enter India?
Which business models are doing well? Why?

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Sector scan

What is the market attractiveness across sectors – macro-economic indicators, capital markets, unit-economics, etc?
How has the PE / VC interest varied across sectors?
Has the sector created value for stakeholders?
What the growth drivers for the sectors?
Who are the leading players? Are there upcoming players in the segment?
What are the unique business models in the segment – B2C, B2B, B2B2C etc.?
What is the growth / consumption trends of vernacular content in a geography?

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Consumer NPS & loyalty

How satisfied is the consumer?
What is the NPS across leading players?
What are the drivers of NPS?
What are the common problems and pain points?
What are the unserved / underserved customer needs?
What are common global best practices that can be implemented to drive customer experience?

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Voice of consumer

How do the consumers perceive the company compared to the competition?
What is the value proposition of key players?
What are the top 3 factors consumers look for while purchasing products?
Is the customer journey broken? What are the pain points?
What are the things that the players can improve upon?
What role does vernacular content play in key decision making for consumers?

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Consumer purchase journey

How does a typical consumer journey look like?
What are the key purchase criteria? How does it vary across product categories?
What are the pain points at each stage in the purchase journey?
What are the various channels for purchasing - online vs. offline? How does a customer decide on purchase channel?
What is the impact of offers / discounts on conversion of consumer?
What is the consumer satisfaction with redressal services - call / text / email?

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Shopping decision tree

What is the intention or the purchase occasions of the purchase?
What are the factors influencing consumers to shop from the store vs. online?
What are the key purchase criteria that are responsible to induce repeat purchase?
Is the content promoted by the store relevant to the consumers?
How is the performance of the store-staff compared to the competitors / industry? Does it drive purchase?

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Consumer segmentation

Where are the consumers present across geographies?
What is the demographics of the different consumers?
What are different aspirations of the consumers?
How is the digital presence of the consumer – subscribed to OTT platforms, listening to music, digital gaming, consumption of online news, usage of payments apps, smartphone usage etc?
What are the major consumer archetypes?

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Need & intent gap analysis

Is there are supply-demand mismatch in the market? How big is the opportunity?
What are the underlying reasons for the gap?
Can the players upgrade their offerings to meet the unmet demand / gap in the market? How?
Are there any new entrants in the market that are focussing on these gaps?
What do the global analogues show about fulfilling gaps for the existing players?

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Digital persona mapping

How educated is the consumer?
What is the demographic of the customers?
What is the online usage behaviour of the consumer?
How is the digital presence of the consumer – subscribed to OTT platforms, listening to music, digital gaming, consumption of online news, usage of payments apps, smartphone usage etc?

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Employee engagement

How does the company score across various dimensions of People Value Creation framework (PVC) framework? How do they stand against similar companies?
What are the current employee engagement levels? How can that be improved?
What has been the trend in employee retention / churn? What are the reasons for them?
What are the employee perceptions of the ethos and values of the organization?
What do the employees have to say about company leadership and where can the leadership improvement?

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Employee satisfaction and NPS

What is the employee NPS? What are the drivers of NPS?
How satisfied are the employees with the company across different parameters – job satisfaction, career development, etc.?
What are the areas of strength which employees would like the organization to continue and build on?
What are the key improvement areas?
How likely are the employees willing to recommend the organization to others?

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Voice of channel

Which brands and channel partners are most satisfied with players and why? How is their overall experience?
What are the reasons for preference of a particular player over others?
What are the channel TATs and process lead times? How do they compare across competitors?
What are the improvement areas across offline / online players?
What is the level of stickiness across players?
What are the triggers that would make channel partners shift to another player?
What are the key elements to provide a comprehensive channel partner experience?

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Micro market demand estimation

What is the nature of opportunity in each micro-market? What are the typical customer requirements of these micro markets?
How has been the growth trend in demand vs supply for each micro market?
Who are the key competitors and what are the attributes of their offerings in each micro-market?
What is our market share (points of presence/ sales capacity, number of customers, business volumes/revenues)?
How do our existing offerings compare to those of the market leader?
What are the key gaps in our product focus/ sales strategy/ distribution strategy across micro markets?
What is the potential business upside/ risk across micro-markets?

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Sales and distribution benchmarking

How does client’s sales organogram compare with that of the competition?
What is the role of the sales and distribution team in the customer journey?
How do customers rate the sales and service experience as compared to major competitors?
What is the sales team incentive and how does it fare compared to key competitors?
What are the key gaps in sales / distribution strategy across micro & macro markets?
What is the sales force’s effectiveness in terms of standard industry parameters?

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Brand health diagnostic

What is the degree of brand awareness with respect to competitors?
How does brand awareness change with demographics and customer needs and taste?
What are the key values associated with the brand? What does the brand stand for?
What is the effectiveness of various channels for brand introduction?
How important is brand in the sale process?
What are some of the best practices to strengthen brand value?

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Advertising effectiveness

What is the annual advertising spend & ROI? How does it compare to competitors?
What are the advertising channels deployed? Where does it lack compared to industry?
What is the advertising reach across modes and customer segments? How does it vary across channels / segments?
How does the advertising reach compare with competition? What is the customer recall?
What is the click-through rate of digital advertising for various products and customer segments? How does it compare with benchmarks?
How does the top of the funnel look like? What is its composition?

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Product and concept testing

How to do the pilot testing of the product? What should be the target audience? Why?
How to get customer feedback on proposed new product launches?
What is the ideal methodology for testing new product concepts? What should be the sampling plan?
How to get insights on customer preferences on the features and overall product concept pre-launch?
What should be key message and tonality while advertising the new product launch?
What is the optimal beta launch design for a proposed product?

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Product price benchmarking

How should we set the price for the new products / features / value proposition?
For the same products, how does the price stack against the competition?
For the same raw materials, how does the procurement price stack against the competition?
What does the product price – feature look like in the market?
What are the services and features for which customers are willing to pay more?
How can price be used as a strategy to win market share?

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Availability visibility study

Are there any product offerings relevant to customers but not available to them? If yes, why?
What is the on-ground product availability and visibility across geos and store types? How does it compare to competition?
What are the weak geographical areas in terms of availability & visibility?
What are the steps taken to ensure better availability and visibility of the products vis-à-vis that of competition?
Has the relation between visibility and product sales identified and leveraged upon?
What is the replenishment time for key products? How does it affect availability?

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Go-to-market

What is the potential of the market? What is the projected growth?
What should be your target customer segment? What are their typical personas and preferences?
What is the customer journey for the target customer? Where is it broken? Where can it be improved?
What is the competitive intensity in the region? What should the communication strategy be to cut through the noise?
How do plan to build brand awareness and generate demand in the target market?
How to develop the value chain necessary to run operations, from supplies to legal permits?

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Outdoor media research

What is the players strategy on outdoor media reach vis a vis competitors?
What are the various outdoor mediums of advertising the company is taking up & what should be the ideal mix of these mediums?
How effective is the outdoor media reach in pulling customers?
What are the areas / spots which are most effective in outdoor advertisements?
What is the global industry trend in outdoor media across the relevant vertical?

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Renewal propensity

What is the CSAT score benchmarks in the industry? How does it vary across players?
How likely are the customers to renew their subscriptions or upgrade to paid subscriptions from freemiums?
How would pricing / bundling offers affect the renewal propensity?
What are the pain points of customers due to which they would not like to renew?
What are the areas of improvement which can be taken up to increase renewals?
What are the key reasons for consumers to move to competitors?

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Related Case Studies

Launch of a news channel in South India with a digital first strategy followed by launch of a news channel

Objective

A popular news channel wanted to understand target group & need gap analysis
Client wanted insights on content benchmarking with competitors
Client wanted to understand go to market plan

Methodology

Group discussions (N = 12) with key customer segments
In depth customer conversations (N = 12) understanding customer behavior & preferences, latent needs & pain points
Consumer survey (N = 600) to understand attitude for digital consumption of content & gaps in current offerings

Impact / Outcome

Insights into attractiveness of the market for the news channel
Detailed insights into target groups & their preferences for online news consumption
Positioning of the news channel in the new market to create a brand value

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Mapping out a survey and data analytics for the survey to understand the performance of a daily fantasy sports platform

Objective

Client desired to understand the growth trends of daily fantasy sports
User motivation to play daily fantasy sports
Usage and money spend on daily fantasy sports platforms
Change in user experience
Motivation difference among various users

Methodology

Customer analysis: Input collected from 1,110 customers, which includes N = 1,095 survey responses and N = 15 In-depth Interviews

Impact / Outcome

Helped the client to gain quantitative insights on daily fantasy sports gaming, need and behaviour of daily fantasy gaming users and understand motivation of various types of users

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Streaming platforms assessment & market landscape

Objective

A global OTT platform wanted to understand competitors & content across various platform

Methodology

Competitor interviews to understand various genres & popular programs
Secondary research for market landscape

Impact / Outcome

Client understood the market & competitors in India

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Understand effectiveness of a campaign pre and post advertising

Objective

The client desired to evaluate effectiveness of an advertising campaign

Methodology

Quantitative survey of N = 1500 pre campaign and post campaign

Impact / Outcome

Client received effectiveness of the campaign by understanding consumer behaviour pre-post campaign

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Understanding the potential for user acquisition for a vernacular news platform

Objective

A PE investor wanted to understand where would the next set of content consumers in India come from & what is the potential for user acquisition (for a target news & content platform)

Methodology

Broke down the existing active internet user population in India by language
Projected the incremental smartphone users by language
Studied the existing coverage of target across languages: content sources & genres
Assessed how partnership with OEMs will shape up in future
Projected the future MAU (Monthly active users), DAU (Daily active Users) considering acquisition through various channels & churn analysis