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Consumer Tech

Helping consumer tech clients understand customer behavior in the dynamic world and help them make high impact business decisions

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What We Do

Ad monitoring
Adjacency expansion
Buyer NPS diagnostic
Category trends
Competitive intelligence
Cost benchmarking
Customer navigational trends
Customer needs assessment
Loyalty program effectiveness
Market potential assessment
Micro-market evaluation
Product assortment mix analysis
Product price benchmarking
Target screening and diligence
Unit economics benchmarking
Voice of customers

Ad monitoring

How effective is the current ad campaign across various channels?
How is the performance of various ad platforms?
How effective is the ad campaign among various customer segments?
How do customers react to / interact with the ads?
What are the sales / traffic contribution against set goals / targets?
How to maximize ROI on ad spends?

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Adjacency expansion

What is identified to be core market? What are the adjacent / ancillary markets?
How large are these markets? How will they grow?
What are the adjacencies most suitable for expansion?
What are the synergies between the existing and adjacent markets?
What will be revenue potential? What are the economics?

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Buyer NPS diagnostic

What is the current customer NPS for a target brand?
What is the level of customer satisfaction and loyalty?
What are the drivers of promotion / detraction?
How does customer NPS for target compare to that of competition?
What are the relative strengths and weaknesses vs. competition?
What are the key levers to drive customer NPS?

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Category trends

What are the various product categories? How large are they?
What is the range of products offered by various categories?
How are the categories growing? Which are the fast-growing categories?
How are categories evolving (products / services, new competitors)?
What are the relevant drivers and inhibitors shaping growth?
What are the key consumer behavior trends across categories? How are customer needs changing?
What are the adjacencies for the categories?

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Competitive intelligence

What are the most important themes to track the competition?
How is the competition performing across these themes?
Is the target losing / winning w.r.t. competition? Why?
What are the competitors doing differently in the market?
What are the plans of the competitors for the near future?
How to use digital tools for continuous tracking of competition?

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Cost benchmarking

What is the overall cost for the target at product / geo / company level?
What is the unit economics?
What are the major cost components?
How do the costs of the target compare to that of competition?
What are the reasons for differences in costs w.r.t. competition?
What are the critical levers to lower cost and increase margins?

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Customer navigational trends

What is the user feedback on various touchpoints like app, web, pick-up store, delivery, etc.?
What are the key pain points related to touchpoints?
What are the underlying nuances by product, customer type, etc.?
What is the role of social media in the user buying / discovery journey?
What is the customer readiness for a change in sales format or a change in UX?
Based on the overall understanding, how can the target improve UX and drive better conversion / retention?

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Customer needs assessment

Which alternate platforms are the customers aware of?
Which products / categories do they prefer purchasing online and why?
What are the drivers / barriers to purchase online for above?
How frequently do they purchase online?
How do they rate their purchase experience on various platforms?
What are the key elements to provide a comprehensive user experience?

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Loyalty program effectiveness

How effective and efficient is the loyalty program to realize defined goals?
What are the most important metrics to track loyalty program effectiveness?
What is the impact of loyalty programs on customer frequency, spend, wallet share, etc.?
How to increase lifetime value of customers via loyalty programs?
How does the loyalty program compare to that of competition?

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Market potential assessment

What is the TAM, SAM, SOM of the market?
How has the market evolved over the years?
What are the most important trends shaping the market?
How is the market likely to grow going forward?
What are the various segments within the market?
What is the competitive intensity of the market?
What are the adjacent opportunities / threats to the market?

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Micro-market evaluation

What is the market potential of key micro-markets?
What are the micro-market level themes shaping the market?
How are various players performing in the micro-market?
What is the competitive intensity of the micro-market?
What should be the GTM strategy for the micro-market?
How to do micro-market sales activation?

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Product assortment mix analysis

What is the product assortment of target?
How does the product assortment (# products / services, variants, availability across channels, pricing and discounting, etc.) compare w.r.t. competition?
What should be the optimal range of product assortment in terms of # products / services, bundles, price points, etc.?
What are the addressable potential and unmet customer needs?
What should be the product assortment strategy and launch plan of new products / variants?

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Product price benchmarking

What is the price positioning w.r.t. competition of a product in the market?
What are the directly competing products in the market? Who are the peripheral / indirect competitors?
Does the price positioning resonate with targeted customer segments?
How does the target compare w.r.t. competition in discounting and promotional schemes?
What is the margin for commanding premium?
What is the relation between the features of the product and the price range?
How do customer segments and behaviors vary with the price?

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Target screening and diligence

How does the competitive landscape of a market look like?
Who are the major / emerging players in the market?
What is the value proposition of various players?
What is the competitive differentiation and growth strategy of players?
How do players compare on critical factors like unit economics?
What is the likelihood of the success of players? Who will emerge as a winner?

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Unit economics benchmarking

How does unit economics and its components (revenue as well as cost side) compare w.r.t. competition?
What are the different revenue streams per customer? What are the drivers of revenue?
How much does it cost in time and money to service/acquire a customer?
What fixed and variable cost components are associated with servicing a customer?
What are the drivers of fixed and variable cost?
How do the unit economics vary across customer segments, products and geographies?

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Voice of customers

What is the perceived customer perception of a brand?
What are customers saying about the brand among friends, on social media, etc.?
What do customers care about the most while considering a brand?
What is the relevant positive and negative feedback from customers?
How important is customer recommendation / feedback for the performance of the brand?
What are customers saying about the competition?

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Related Case Studies

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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Competitive benchmarking of players in the home improvement market

Objective

The client, a leading online home improvement player was looking to develop an offering to cater to economy clients in the home improvement space and required insights on unit economics, price sensitivity and offerings of other service providers

Methodology

In-depth interviews (N>50) of customers across 8 cities (metros and tier 1) who recently had home improvement done or were planning to do so soon
In-depth interviews of contractors, home improvement service providers, interior decorators on cost associated with home improvement
Comparison of cost of material, interior decorator / advisor fees and labor cost across different service providers
Customer requirements and distribution across need for different varieties of service including branded / unbranded material and specific design / generic design

Impact / Outcome

Client was provided with cost differentiation points, margins and unit economics benchmarking which enabled the client to launch a focussed offering for economy / low range customer segment

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Digital maturity assessment of intra-city bus ecosystem in India

Objective

To understand level of tech adoption and target’s relative position in daily bus commute across categories and key challenges & success factors of various players

Methodology

Benchmarked the business models major companies (N = 5) operating in the bus ecosystem, various features provided across transit and bus aggregator apps
Benchmarked technology and infrastructure facilities provided in Indian intra-city bus travel across several metro and T1 cities and compared to select other countries
Conducted in-depth interviews (N=30) with bus operators to get an understanding about their tech adoption levels, reasons for the adoption level and key challenges / success faced by the bus operators in day to day operations

Impact / Outcome

Client was provided with an understanding of the key usage drivers of its app and reasons behind continued low adoption rate

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Qualitative research on retention improvement for a major millennial housing player

Objective

The client wanted to identify levers to improve brand health by solving major issues which were leading to forfeiture amongst its customers, further creating a tool to predict retention.

Methodology

Conducted in-depth interviews (N>100) with students, parents, and company personnel to develop the driver trees for forfeiture and retention
Conducted survey of students (N>300) to understand customer behavior during decision making
Compared experience through mystery shopping of different players of varying scale across multiple business models
Identified ~10 customer personas and developed a solution framework to address key drivers

Impact / Outcome

Client was provided with a deep understanding of customer behavior and the major drivers in their decision making

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Rapid due diligence on an app-based two-wheeler rental player

Objective

To understand the market potential of two-wheeler rental market in India and undertake diligence the target with respect to competition

Methodology

Conducted quantitative survey of N = 300 respondents covering major geographies and competitors across India. Also conducted N = 30 on-ground interviews to capture market nuances in ~3 week
Benchmarked the business models of various companies operating in the two-wheeler rental market including various features provided by the players
Conducted in-depth micro-market analysis and benchmarking of the target vs. next competitor
Current market sizing and future potential of two-wheeler rental market in India
Conducted detailed revenue modelling for the target over the next 5 year under various scenarios related to electric vehicle adoption

Impact / Outcome

Client was provided with an understanding of the dynamics and potential of two-wheeler market, the positioning and strength of various players and the revenue potential of the target

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