KDASS | Knowledge Driven Actionable Services & Solutions


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Consumer Insights

Our Take

Revelation of Consumers’ deepest secrets & drivers which helps us draw their behavioral pattern with utmost precision. This helps our clients in understanding their target consumers & thereby, create Products/Services for them. Furthermore, an understanding of Consumer aspirations & expectations from a product helps in creating the Ideal Marketing Campaign.

Envision the Product Development Lifecycle

Observe | Deconstruct | Structure | Analyse | Create

1. OBSERVE

1.1 Pre-Xploration

This methodology is deployed by KDASS personnel to mine existing data that has already been carried out in the selected demographic sample. Its an extension of the conventional secondary research technique, as it requires researchers to go into the field and get themselves acquainted with the socio-cultural ways of the surrounding population. This stage helps Localize the researcher to the identification parameters of social convention in the research area. It helps establish a preliminary rapport with the people of the area, so that when actual research is carried out, users take relatively lesser time open up to the researchers.

1.2 Netnography

KDASS knowledge officers mine the digital data, in terms of studies, folklore, social protocols, etc. for the selected demographic categories. It includes Social Media Monitoring & Desk Research to a large extent. Digital life has extended itself in its wider meaning, & has stretched to various parts of an individual to majority of populations. Mapping one’s digital life helps frame the key questions are a part of a convenient conversation.

1.3 Behavioural Pattern Modelling

The above listed steps help create a behavioural pattern for the target consumer. This is primarily based on the collective socio-economic behaviour. Once identified, this pattern helps frame the Hypothesis before going to the field, & thereby becomes an essential part of the Discussion guide formulation process. KDASS Discussion guides are not a targeted list of questions; they are guiding patterns to a conversation in order to get and not direct answers. The answers are hidden in various parts of conversation which require strict & strenuous analysis of the data.

2 DECONSTRUCT

2.1 Qualitative Research

Qualitative research techniques deployed by KDASS are both conventional & innovative, depending on the particular project requirements. Various conventional protocols are used like focused group discussions, in-depth interviews, spot interviews, expert interviews, visual ethnography, etc. In addition, based on particular project requirements, we create project specific protocols like online interviews, non-participant observation, travel ethnographies, digital engagements, user workshops etc. Qualitative research can help you:

  • Understand the aspirations, and perceptions that underlie and influence behaviour
  • Identify Consumer Information & Need gaps.
  • Capture the language &  imagery customers use to describe & relate to a product, service, brand, etc.
  • Perceptions of marketing/communication messages
  • Generate ideas for improvements and/or extensions of a product, line, or brand
  • Uncover potential strategic directions for branding or communications programs
  • Understand how people perceive a marketing message or communication piece
2.2 Engage the User

Engaging the user in a product creation/modification activity has an advantage in accurately projecting the practicality & feasibility of the creation/improvement. KDASS believes that more so than often, “Use Case is the counter form of Product Offering”. In order to create the ideal user case, we need to engage the user at the product inception level. It will address the requirements of the users in the most satisfactory manner.

2.3  Persona Identification

Persona is a set of consumer characteristics which identifies itself with a consumer in making product / service purchase decisions at a particular point of time in their lives.

Consumer keeps changing continuously, & there is an imminent need to identify their purchase criteria.

  • Personas help us understand the socio-economic environment as it influences a consumer.
  • Consumer segregation in terms of personas help us place our products / services at an efficient marketing point of contact with consumer.

3. STRUCTURE

3.1 Reconstruct

It is the most important part of our methodology when it comes to learning the consumer behavioural pattern and developing the ability to accurately project & predict it in terms of a product/service. Reconstruction takes place through developing the data collected in the field and structuring it into Socio-Economic patterns of our target segments.

3.2 Researcher Mind Map

A researcher’s point of view is the most important part of the whole puzzle, but at the same time researcher bias can create problems in the analysis phase. To overcome the same, KDASS deploys a unique researcher mind-map tool which washes out the researcher’s brain of all the observations & inferences made in the field, and put it in the open for the team to discuss it from a holistic point of view. A constructive workshop is conducted to put the researcher’s mind-map in form of a precursor to the analysis process which will involve ideation & marketing strategy development.

4. ANALYSE

4.1 Insights Generation

Various traditional & innovative team collaboration sessions form an inseparable part of the insights generation process. Our insights generations process targets the non-obvious parts of the obvious domains of our consumer observations paradigm. This part relies heavily on engagement from field team, & advisory board of KDASS. This helps getting both the horizontal & vertical dimensions of the data in place. Also, having an unbiased third-party view at the data is highly recommended to get researcher bias out of the window. Recursive Abstractions, Triangulation, Interpretative Statistics, Data Segmentation, etc. are various forms of tools used during our analysis workshops.

4.2 Opportunity/Threat Assessment

Making a call to action for Insights generation is our Opportunity/Threat assessment stage. This stage involves engaging our clients to the process of conceptualizing a particular opportunity/threat. Project it in the consumer futures & analyse its feasibility. This helps our clients take decisive strategic planning sessions along with the ability to crafting a particular products’ marketing communication & product development strategies.

4.3 Consumer Case

If you experience any of the following, then Consumer Case is the Weapon of Choice for you.

  • Do not have the time to read a long & extensive report
  • Want more than just an Executive Summary
  • Readily Actionable Results
  • Strategy Oriented Report
  • Easy for Stakeholder communication

Consumer case is Accelerated understanding of business opportunities & threats, along with the direction of action delivered through ten statements. Consumer case analyses the research process from an action  oriented point of view. It makes the results more understandable, and easily communicable to the stakeholders.

THE CONSUMER CASE FRAMEWORK

  1. THE CHANGE IN CONSUMER
    1. Change in Domain of Activity
    2. Past Consumer behavior à projected consumer behavior
    3. Evidences of change
    4. Scope & Significance of Change
  2. OPPORTUNITY / THREAT ASSESSMENT
    1. Opportunity / Threat Description
    2. Future Propositions / Business Directions
    3. Consumer Benefit Modeling
    4. Opportunity Modeling / Revenue Modeling
  3. TIME TO ACT
    1. Competitor Intelligence
    2. Timeline à Strategies à Business Model
4.4 Scenario

Scenarios are Rich, Data Driven, Stories about Tomorrow, which enable you make Better Decisions Today.

Why Plan Scenarios?

  • Reperceive assumptions about how and why an industry may evolve differently from conventional wisdom.
  • Identify new opportunities for growth before they become mainstream.
  • Spot & manage risks earlier to ensure that strategies are more robust and surprise-proof.
  • Create a more learning oriented, adaptive & creative organizational mindset.

What is a Scenario?

  • Hypotheses that describe a range of possibilities for the future – not predictions.
  • Imaginative narratives that stretch thinking but are always plausible and logical.
  • Together, a set of scenarios form an organizing framework that can be used to make sense of conflicting or ambiguous market signals more holistically – today, and as they appear over time.

5. CREATE

5.1 Ideation

Once an opportunity has been identified, the very next process is that of Ideation. Depending on the type of problem/client request we are dealing with KDASS deploys various techniques for ideation, which includes the following majorly:

  1. Problem Solving Ideation
  2. Recombinant Ideas
  • Symbiotic Creation
  1. Innovation Management
  2. Targeted Ideation

All the above listed ideations help our client create the ideal product/services for their clients in the most effective manner.

5.2 Prototype Development

KDASS also takes part in the prototype development process with its clients dealing exclusively with the user centric end of it.

5.3 User Trials

User trials form the most important part regarding validation of the ideation & opportunity/threat assessment process from a user centric & practical point of view. KDASS uses consumer immersive techniques to perform this stage of a product development lifecycle.

In Essence….

KDASS deploys Qualitative & User-Centric Research methodologies to dig deeper into the consumer mindset. With expertise in traditional formats of protocols like:

  • Focused Group Discussions
  • In-Depth Interviews
  • Home Visits
  • Market Visits
  • Expert Interviews
  • Spot Interviews

KDASS also offers innovative research techniques as per specific client needs. For example

  • User Blogs
  • Online Interviews
  • Social Media Engagement & Monitoring
  • Engage the User
  • Visual Ethnography
  • User Pre-Trials