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.


Popular posts from this blog

Reflexions'19 - A Reflection on "Tackling challenges of the VUCA World" !!

The Department of Industrial Management and Engineering, IIT Kanpur presented the flagship event of Prabandhan – Reflexions on Sept 28th, 2019. The 3rd edition of the event on ‘Tackling challenges of the VUCA world' was concluded with a promising and on a cheerful note. With thunderous applause and riveting questions, the event opened to bridge the corporate world with the real world. Reflexions 3.0 saw the participation of 6 eminent industry leaders and management gurus to share their experiences from their respective trades. They were Karan Marwah, Partner – CFO, Advisory Services, KPMG, Harshavardhan Chauhan, Head-Marketing & digital transformation, DLF Shopping Mall, Neelesh Talathi, CFO, Pepperfry, Hari T N, CHRO, Big Basket, Raj Gupta, General Manager, HR, TCS and our very own Professor, Devlina Chatterjee, Managerial Economics, Applied Econometrics. The talk focused on "How well, can the industries predict the results of their actions in a world of Volatility, Unc

An Introduction to the batch of 2019-21

“ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. "                                   A new zeal, vigour, and an unquenchable thirst for proving oneself is what describes MBA batch of 2019-21. 52 of us set foot on the pavement of a new journey and needless to say it has been unprecedented. Be it the early morning presentations, the stark midnight deadlines, or the never-ending case studies covering the gamut of concepts and context, each one of these activities can vouch for it. It has hardly been a month, yet the batch has acclimatized well with the life of one the most coveted institutes in the country, IIT Kanpur. For most of us, this is the desired path, and for the rest, it is an opportunity to relive their school days. Since we are in a place that has no norm and instead offers endless diversity, there will always be something that entertains and challenges us. It is time we took this op

Mr. Praveen Tripathi, CEO of Magic 9 (Media and Analytic)

Mr Praveen Tripathi began the seminar by giving a brief introduction about the classification of households in India. Sir mentioned about the New Consumer Classification System (NCCS) in which there are 12 grades of classification varying from A1, A2, A3, B1, B2, C1, C2, D1, D2, D3, E1, E2, and E3. He contrasted it with the old classification system in which there were 8 grades only. The basic theme behind all this classification is the life score which is assigned to all the households. Life score is calculated based on the education of chief owner and consumer durable. And the discrimination is measured by the Larenz Curve and Gini coefficient. The major drawback of this system as mentioned by sir was that the consumer durable penetration changes faster than education or occupation level. “Inside every transaction there is a knowledge, you need to decode it.” With this quote sir gave a brief about television audience metrics in India which started with Doordarshan Audien