Skip to main content

"From customer surveys to Neuro meter" : Mr. Prithvi Raj ( Lead, Mobile Insights; Nielsen India)

On 29th January, 2016, MBA, IME Department, IIT Kanpur hosted an interactive seminar on “Advances in Consumer Research, Passive measurement, Big Data Micro segmentation and Social media listening” by Mr. Prithvi Raj, Lead-Mobile Insights, Nielsen India.
The speaker began the seminar by asking questions on consumer research which the students answered enthusiastically. He updated us with some of the steps Nielsen follows during consumer research which starts from understanding the audience, finding the need gap, proving your product effectiveness to the people and finally ends with sales effectiveness measurement. He also made us aware about the need of innovations, SWOT analysis and competitor analysis before launching a new product. Market research can be done without explicitly conducting surveys-by observing consumers and monitoring their online behavior. For example, Amazon shows recommendations to users by observing their online behavior.
The speaker also gave us insights about the consumers’ world. He mentioned some amazing facts about ways through which data is collected from users in which major contributor is Smartphone. The reason being smartphone usage says a lot about the users, his choices, interests and buying pattern. He shared with us a startling fact that an average Indian spends about 186 minutes daily on their smartphone. Surprisingly, calls contribute only 9% of the time while time spent on online activities is 52% (42% on online apps and 10% on browsing). The rest of the time is spent on games (37%) and messaging (2%).
With these facts he also shared with us the concept of location based marketing which can help suggest people to set up their shops specifically in an area. The other point discussed was that brain activity can divulge a huge amount of information about an individual. Sensors and eye tracking techniques are used to understand the decisions of the consumers. Buzz on social media is analyzed to gauge the sentiments of people which companies can use to convert them to consumers.
Another interesting fact was the use of smartphones to decipher what the users watch on their TV sets. Some apps capture the surrounding noise of smartphones by turning on the microphones for very short intervals. This data is referenced against a reference library which creates a finger print and tells that at particular time which TV show is being watched by that particular user. Complete privacy is maintained in this regard.

It was a very informative seminar which gave us startling facts and insights about consumer research, and different passive measurement techniques which are being used by companies.

Comments

Popular posts from this blog

Consilium'08: The Consulting Conclave

MBA batch under the aegis of Department of IME is going to organize the annual consulting conclave of IIT Kanpur, Consilium’08. The objective of this event is to create a platform where confluence of leading professionals from consultancy and vast student community can take place. As consultancy has become one of the most preferred career choice for IITians , Consilium'08 will provide them the opportunity to learn about the nunaces of consultancy in various domains. From a humble start, it has been envisaged that Consilium will become the platform in coming years where representatives from across the spectrum of consultancy will share their knowledge, experience and insight with students. The event has generated enthusiasm among all sections of IITK students and students from other major B-Schools who are also expected to participate. Case solving competition is one of the attraction of Consilium '08 in which winners shall get certificates and attractive cash prizes. Apart

Seminar: Financial Risk Management: A Brief Overview

Date: 14th January, 2011 Speaker: Dr. Puneet Prakash About the speaker: Dr. Puneet Prakash is an Assistant professor at Virginia Commonwealth University since 2005. He holds a Ph.D in Risk Management and Insurance from Georgia State University, an MBA from IIFT, Delhi, PG Diploma in Development Policy (IGIDR), and M.Sc. (5-year Integrated) from IIT, Kanpur. He is also a visiting faculty to IIT Kanpur, Fall 2009. Abstract of the talk: The seminar started with a brief discussion on market and the categorization of market participants into risk averse, risk neutral and risk seeking behaviors. Dr. Prakash then proceeded to discuss the Modigliani – Miller theorem that Corporations are risk neutral and that if investors want to manage risk they could do it as an individual rather than through the company. The underlying assumption is that a company and a individual have the same capability to manage risk. As this assumption is not a universal truth, not all corporations are risk neutral. Any

TIPS FROM TOP: "ON-SITE MARKETING" by Mr. Advit Sahdev, Head of Marketing, Infibeam.com

The Department of Industrial Management and Engineering hosted Mr. Advit Sahdev, Head of Marketing in Infibeam.com, Indian E-commerce retail portal for a corporate seminar on 8 September’18 on ‘Invisible Marketing.’ The seminar mainly focused on the scope of marketing in the online world and how different experiments can help in boosting sales of a product. Mr. Advit Sahdev suggested various techniques, tried and tested in the online marketing world that bore fruits for the e-commerce companies. The main focus of this domain is, firstly, to bring the customer to the site and secondly, to convert the customer into a buyer and further into a loyal customer.  Real-time data analysis is used to attract customer to the site. Analyzing Google search and browsing history in social media sites like Facebook and Twitter is particularly helpful in assessing age, behaviour, and mood of the prospective buyer. The essence of the assessment is to categorize the customer into detai