What We Do

  • Customer segmentation
  • Customer navigational trends
  • Customer needs assessment
  • Brand leaver / joiner study
  • NPS diagnostic
  • Voice of Customer
  • Price benchmarking
  • Product assortment mix analysis
  • Competitive intelligence
  • Marketing spends benchmarking
  • Ad monitoring
  • Category trends
  • Target screening and diligence
  • Market potential assessment
  • Mystery shopping
  • Future share of wallet

Related Case Studies

 Quantitative survey to understand NPS and reasons for variation among online personal care brands

Quantitative survey to understand NPS and reasons for variation among online personal care brands

Objective

  • An online personal care brand wanted to assess consumer perception, brand experience, loyalty, and repeat purchase across seven shortlisted direct-to-consumer personal care brands via a NPS diagnostic  

Methodology

  • Conducted consumer survey (N=1000) and in-depth consumer interviews (N=30) across 15 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, age groups, income, % disposable income spend on personal care etc) to understand the consumer perception, brand likability and purchase experience of the relevant brands 
  • Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in influencing purchases 
  • Conducted in-depth SWOT analysis and offering-mapping to depict the performance of each brand on the highlighted parameters 

Impact / Outcome

  • Equipped the client with detailed insights on brand perception, purchase preferences, needs in online personal care and how these parameters are driving the overall NPS scores 
  • Highlighted NPS scores across different customer segments to understand reasons behind customer satisfaction / dissatisfaction across segments  
Consumer behavior mapping to identify potential improvement areas in product / offering for an online packaged food brand

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

Objective

  • Client wanted to assess evolving consumer needs, quality of customer service / support provided during 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  
  • Analysed 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 understanding about level of support customer support provided across category brands, reasons for customer dissatisfaction and areas of improvement to deliver exceptional customer experience  
Digital customer journey mapping for a leading perishable (online meat) food brand 

Digital customer journey mapping for a leading perishable (online meat) food brand 

Objective

  • Client wanted to map the end-to-end customer journey by using navigational trends that enable the purchase and identify potential touchpoints for experience enhancement 

Methodology

  • Identified the key touchpoints in the digital customer journey by conducting on-ground research and detailed journey maps across digital mediums 
  • Conducted consumer survey (N=500) and in-depth consumer discussions (N=50) in 2 weeks across 10 cities (mix of metro, tier 1 & 2 cities) to understand the different purchase journeys across key customer segments  
  • Conducted unaided focused group interviews to uncover the pitfalls in the customer journey while using website / mobile application to facilitate the purchase 
  • Benchmarked the digital journey of a customer for the client against its competitors to identify which touchpoints can be optimized / improved  
Impact
  • Developed a detailed customer journey and delivered a functional strategy to enhance the digital touchpoints across major stages to deliver superior customer experience  
Marketing spend evaluation / optimization for a leading internet first pizza brand

Marketing spend evaluation / optimization for a leading internet first pizza brand

Objective

  • Client wanted to benchmark marketing spends against established as well as new players to optimize marketing spend and optimize marketing results 

Methodology

  • Conducted trade interviews (N=20) across city-wise marketing managers of competitor brands to understand factors influencing promotional spends and amount spent in recent quarters  
  • Completed interviews of ‘growth’ managers across internet first food brands to estimate marketing spend as a percentage of financial targets  
  • Created benchmarks to spot risks of underinvestment – and to quantify improvement goals and rates 
  • Studied customer’s channel and behavior patterns of consuming media / content to develop a campaign targeting certain customers in a focus group discussion (N=10)  
Impact
  • Helped the client with detailed insights on competitors’ marketing spends, outlined factors influencing marketing spend and key ways to increase marketing effectiveness 
Qualitative research to develop customer segments in the internet first nutrition landscape

Qualitative research to develop customer segments in the internet first nutrition landscape

Objective

  • An internet first nutrition brand wanted to understand different customer segments, their needs and purchase preferences to optimize their marketing efforts 

Methodology

  • Developed detailed discussion guides to understand sector-specific purchase nuances across customer segments which influence the decision-making process  
  • Conducted in-depth consumer discussions (N=50) across 5 cities to establish different customer segments basis location, spend, brand preference and purchase channel 
  • Conducted in-depth supplier interviews (N=10) across cities to understand product trends and inventory management practices of the suppliers 
  • Led focus group discussions (N=10) to understand the role of media and content (channel / medium & timing preferences) in purchase related decisions 

Impact / Outcome

  • Identified five key customer segments which could be targeted across cities basis client needs, and also established their key purchase criteria, buying journey, and all possible touchpoints  
Quantitative survey to understand customer perception and spend evaluation for a leading internet first food brand

Quantitative survey to understand customer perception and spend evaluation for a leading internet first food brand

Objective

  • Client wanted to understand customer perception, NPS and its drivers as well as customer need assessment  

Methodology

  • Conducted survey (N>800) across city tiers, use cases and demographic variables to understand current usage patterns along with overall customer food related behavior (frequency of eating out / ordering-in, number of diners)  
  • In-depth analysis of customer NPS and dominant drivers for each of the three segments (promoters / neutrals / detractors)  

Impact / Outcome

  • Helped the client with detailed insights on their customer base including use case, total food expenditure and drivers for current customer experience 
Quantitative survey to understand price sensitivity of customers to different offerings for an internet first, cosmetics brand  

Quantitative survey to understand price sensitivity of customers to different offerings for an internet first, cosmetics brand  

Objective

  • Client wanted to understand customer customer profile and demographics and align it with price sensitivity / discount seeking behavior to understand the price elasticity curve for its multiple customer personas.  

Methodology

  • Conducted survey (N=500) across different demographic cuts including HHI, age and city tier; Customers were questioned on other avenues of expenditure (offline / online) along with experience and price point of purchasing with competitors / other offline players 
  • Surveyed customers on their discount seeking behavior by mapping their spends on other online platforms with season end sales and other year-round discount schemes; Derived insights on optimal SKU sizes and price differential on each SKU 
  • Carried out sensitivity analysis for each customer segment to understand their price elasticity curve 

Impact / Outcome

  • Helped the client with understanding of pricing and discount seeking behavior of its customer segments thereby enabling the client to find right price points and SKUs mix 
Quantitative survey to understand spending patterns of its student customers (> 22 years of age) and their future needs for an internet first, electronics brand  

Quantitative survey to understand spending patterns of its student customers (> 22 years of age) and their future needs for an internet first, electronics brand  

Objective

  • Client wanted to understand how willing will their customers be to stick to their brand once the disposable income of the customer increases and whether there is a scope for them to come up with mid-market products . 

Methodology

  • Conducted survey (N=1000) in which customers were questioned on reason for choosing the brand, behavior related to other premium and budget brands on other accessories / clothes 
  • Used conjoint analysis to find ideal product mix which would appeal to repeat users 

Impact / Outcome

  • Helped the client with establishing demand forecast for a mid-market range of products and expansion into other line of accessories / products. 

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