The students at MBA IIT Kanpur were fortunate to get golden, pragmatic insights into the world of media analytics and marketing research when the 1977 batch Alumnus of the institute, Mr. Pravin Tripathi, C.E.O. at Magic 9 Media & Analytics Private Limited, visited the campus during the recent 40th year reunion.
Sir briefed the audience about his company’s work which provided services like: advertising, media planning, brand consultancy etc. Wherein the core functions included analytics, design and quality control.
Sharing his knowledge with budding professionals, he spoke about his past projects and the nuances involved in successfully completing those. Remarkable out of the same was a project for U.I.D., which involved design of a continuous learning program to get insights about its potential adopters. Emphasizing upon the importance of the continuous learning program, sir stated that consumers continually provided useful insights and hence marketing researcher ought to listen keenly. There existed a statement in every move of consumer (purchase/ no purchase) and every single transaction was pregnant with ‘learning’ according to him.
Sir also talked about an interesting project in Karnataka, in which public survey was done to gauge the political sentiments prior to an election in the state. A remarkable feature of the project was the usage of 'WhatsApp' to transmit live data (during on field interaction with the respondents) to the control room.
Further, he discussed about the N.C.C.S. (National Consumer Classification System), its historical evolution via S.E.C. and lucidly explained its paramount importance for every marketeer.
Moving ahead, sir told about an ongoing TAM (Television Audience Measurement) project for BARC India (Broadcasting Audience Research Council). He stated that in simple terms, the project objective was to answer the question: ‘What India watches?’ The discussion spanned over the technicalities and nuances of marketing research process. The students were enlightened about the real world challenges in such a large scale project and subsequent pragmatic methodologies to overcome the same.