Scroll down to see how it translated into action!
This research dates back to 2018. This is not recent, so to say but I have highlighted portions that are still relevant to understanding how youth in India thinks and behaves
THE CHALLENGE
A performance driven marketing firm's quest to stay relevant for the youth
WHY
To stay relevant for their primary TG ie; youth
WHAT
Understand the youth culture to design meaningful marketing campaigns and propositions for them
HOW
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A year long youth panel across metros and tier 2 cities.
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Interview trend setters, trend followers and cultural experts
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Conversation analysis (Using Google Natural Language
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Image uploads content (Using image tagging)
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Personality Analysis (Using IBM WATSON personality insights)
OUTCOME
Macro and micro trends
Underlying anxieties
Personality analysis
Content consumption patterns
WHAT DID THE CLIENT ASK FOR?
The client had a series of questions about the youth in India:
-Who is the digital consumer?
-What do they speak about?
-What is their psychology?
-Who influences them?
-What are their tastes and sensibilities?
-How are their app and technology conversations evolving?
MY ROLE
Team of 6. This research was planned and completed in phases. We submitted interim reports for each quarter for a year. I worked on the bidding proposal for this and after 3 months of back and forth, Quantum [my first workplace] bagged this one. I was working with a lead researcher. I was responsible for managing the account, research design, recruitment of participants and experts for the interviews, spotting and documenting emerging trends
THE PROCESS
Data capture: We found 200 individuals who were technology, lifestyle and campus influencers in Delhi, Bangalore and Lucknow
Data processing: We followed a multi step process that extracted public data from the core social networks that this segment is on (Facebook / Instagram / YouTube and Twitter).
Data interpretation: This data was processed using data classification and tagging services à IBM Watson, Google Natural Language, Clarif.ai computer visioning
10 macro behaviours were observed. Following is an example of how the trend analysis was performed. Every macro trend was mapped with the data from digit ethnography to add weight to it, the underlying anxiety was decoded and a way to resolve it was brought about. Every trend concluded with a way forward for the brand
While the first part of analysis trends was eventful and deeply intriguing. I was stuck after mapping the 10 macro trends. I was not sure if the same approach would be a logical way forward to look at the micro trends as well. After several failed attempts, I decided to look at micro trends to understand how the anxiety it manifests influences the larger life and consumption choices. The focus was on the following major facets:
IDENTITY
POLITICS
POPULAR CULTURE
SOCIAL MEDIA & TECH
SPORTS
LIFESTYLE
Similarly other facets were analysed and plotted. Eventually, it was mapped against the major anxieties to define emerging positioning spaces
4 youth centric positioning spaces were defined and they have been incorporated in several marketing campaigns by the client.
Click on the campaigns on the right to see how the insights have been translated for youth centric and other brands
