New Delhi: The media environment and the media consumer have evolved significantly in the last few years and the relationship of the media and the consumer is very complex. Also, as media and communication become more and more vital for the success of businesses we realise that cutting edge communication solutions require a far more in-depth exploration of the media behaviour of consumers than provided by the syndicated studies available in the country.
Looking at this scenario Lintas Media Group has strategically aligned itself to strengthen its repository of proprietary media research databases.
The “Connexions” research is a significant step ahead in the direction and it will usher in a totally new way of looking at media choice for brand communication solutions.
For many years, the market in India has been dominated by reach measurement based research and many feel therefore that size of the media vehicle has always got preferential treatment. This research will allow planning teams and brand managers to assess the suitability of media on various qualitative parameters specific to their brand/ category requirements. ‘Connexions’ is a study on the understanding of the relationship consumers have with various media touchpoints.
Due to the media-centric research so far available in the syndicated research space it has almost been impossible to do precise multi-media estimations of media and campaigns. Since, Connexions is a single source research providing synchronised reach and time spent measures, this will enable deriving media duplication for consumers and thus be able to report net media measures.
The Connexions fieldwork recently culminated, contacting 9,300 respondents across 17 cities in India to represent all zones and key pop-strata for urban India. The consumer profile studied was Males and Females in SEC ABC in the age group of 12 yrs – 44 yrs. The research has been conducted by GFK Mode and stringent care has been taken to ensure world class quality control both in sampling, fieldwork and data processing.
The research investigates the consumption behaviour and perception of the consumers across 78 Touchpoints. Besides the measure of access to each media, the qualitative battery of information available for media choice is as under:
First, genres of interest and the most preferred media for access to these genres.
Second, the moods and motivations of the consumers for interacting with various media touchpoints.
Third, the strength of the touchpoints for delivering various communication attributes.
The most important element in designing media solutions is the understanding of the communication requirements from the brand perspective.
There is no scientific and researched dataset available that allows planning teams to investigate this. Connexions, studies the importance of various communications attributes in aiding the brand choice of the consumer.
This information is collected representing over 100 advertised categories and shall be the first reliable source of mapping category level communication requirements. Needless to say, the research enables setting up varied target groups using the demographic and lifestyle parameters available.
This is an annual research and is linked to various other tools that are currently in use for all the clients of Lintas Media Group.
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