Rashmi Noronha

Losing survey respondent interest early on can have serious consequences, impacting the quality of responses. One of the worst things a market researcher can do is bore a survey taker, potentially leading to false conclusions. To keep them engaged, consider these tips: - Inform them of the number of questions upfront - Maintain a format that is straightforward but not overly simplistic (avoid true/false & yes/no) - Share the results with them; everyone appreciates seeing their POV! Remember, if you offer an incentive, clearly tell them! Keeping respondents engaged is key to obtaining valuable insights. #MarketResearch #SurveyTips

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FUN: #TurnItUpTo11 We have a saying that seems to feature more and more in our household, #TurnItUpTo11 which many of you will know is coined from the iconic 1984 rockumentary #ThisIsSpinalTap. For our family, it’s about putting in the extra mahi, but also maximising the #FunFactor. Added to this, my wife Stacey Faire recently wrote “Am I fun to live with?” on our kitchen chalkboard. I came home one day from work to see this and asked her “Crickey…Have I turned into Mr Boring or something?” To which she replied, “Of course not, but it’s a reminder to all of us to have everyday fun!” Subsequently, we’ve had a lot of family and friends look at that chalkboard and make comments about it, which then got me thinking about fun in the workplace. “Richard, are you fun to work with?” And here’s my thinking…Fun in the workplace doesn’t need to happen via expensive team outings, events, or grand gestures, especially in the current economic climate. Instead, it should be something engrained in the everyday culture of an organisation. It’s often the small gestures, stories, or jokes shared with colleagues that put a smile on their faces, or not taking yourself too seriously even in times of stress that matter the most. So, with that said, my new everyday challenge is to ask myself “Am I fun to work with?” and of course, #TurnItUpTo11

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Grow Category or Steal Share? What's your Brand Task? I had the privilege of serving under Anand Kripalu's leadership in both Mondelēz International & DIAGEO India between 2005 & 2015. In both the organisations, Anand would craft the company strategy in easily understandable goals and then proceed to review himself every quarter. This ensured that the entire organisation till the very last person, in the field, understood the strategy, the basis of decision making and exactly what we needed to solve for collectively. In the strategy he crafted at Cadbury, I was intrigued that his #1 Goal - Grow Category with Cadbury Dairy Milk #2 Goal - Steal Share through 5 Star, Perk & Gems Later through the Market Mix Modelling research it was further validated that Cadbury Dairy Milk with Ads like Pehli Tareeq, Shubh Aarambh doesnt just grow CDM they grow the entire chocolate category including competition. While Investments on Brands like Perk, 5 Star & Gems are correlated with their own Market Share growth rather than category acceleration. Do get such meaningful insights from your copy of 'The Practical Marketer' available for Pre Order on Amazon now! Learn from the finest leaders that the industry has to offer, like I have had the privilege of doing! In your experience do Brand need to choose their Task between either Growing the Category or Stealing Share? What Brands do these Tasks the best? Visit thepracticalmarketer.com https://lnkd.in/dq2FxcaE to know more. #thepracticalmarketer #marketing #brands Jaico Digital Misha Bhatt Pheji Phalghunan shraddha G. Akash Shah

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https://lnkd.in/gRg2gaDV Majority of urban Indians are happy despite the vagaries of the weather and unrest putting their lives in a conundrum. Read more about the Ipsos IndiaBus Happiness Survey and the cities most happy and not so happy. And how your family, health, social circuit, work, colleagues, situation in the country and across the world, all have a bearing on your happiness. The team that did it: Parijat Chakraborty Gajanand Periwal and Dr. Mitali Singh. In case you want to run your survey on the #IpsosIndiaBus platform, pls write to Sajal Choudhary. #happiness #Indians #Ipsos

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Empathy is not a trend. In recent years I’ve received more inquiries about analysing brands that offer value and care - to figure out their “empathy model” than you would believe. Empathy is not a model. Where brands extend care and anticipate needs beyond and beside product is where the magic happens. Can you learn how to do this? Sure. In fact I’ve been teaching workshops on cultivating curiosity (and therefore further down the line empathy) for years now. However - not everyone gets it. Empathy requires genuine curiosity - which requires one to love their work and love getting to know about people, culture and ‘boring’ everyday things that challenge everyday people. Empathy is not a shortcut. In fact it can be disastrous to try to work backwards with the aim of finding “empathy pain points”. Empathy is intimacy. For brands that get it right - you can skip straight to customer loyalty and evangelism. How can you start practising (and I’ll make more posts on this if there’s interest): 1. One small step. Remove “these people/our target/user type xyz” from your team lexicon. Just keep a note for a week of how many times you correct yourself and others. #brand #empathy #customerjourney #insights

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Back to basics at #strategyfinishingschool with #JulianCole! Rediscovering the power of consistency in brand strategy. While distinctiveness is key, let's not overlook the magic of being consistent. Just like #JamesClear preaches in #AtomicHabits, 'Time magnifies whatever you feed it.' Consistent brand habits compound over time, earn consumer trust and loyalty. #powerofconsistency #brainandbrands

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🔆 ✳ Sharing my thoughts about market research industry - 📎 ↗ Our industry is not big in size, but we play a crucial role in uncovering hidden insights from the heart of the market and help organisations to build their strategies and their product or service to the end user and we contribute significantly to their success." ☢ ➡ Over the past several decades, Market research industry has been actively taking part in influencing decision-making processes across both private and public sectors. ♻ ✅ Market research plays an important role in understanding consumer behaviors across diverse cultures, enabling organizations to tailor product or service to each culture or region as per their unique needs. #mrx #marketinsights #marketresearchimpact

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📈How can you Predispose More People and help your brand grow? In this 8-min interview with Pladis Global's Chief Insights Officer, and Kantar’s EVP, Global Thought Leadership, you can discover how #pladis connects with consumers. Being meaningful, different and salient is a lot more than communication, it’s sharpening the brand positioning through exposure and hashtag#experiences. Discover how pladis deliver experiences that resonate with consumers. To find out more about how you can Predispose More People and Kantar's Blueprint framework: https://lnkd.in/e3vhkh2Z #BlueprintforBrandGrowth #Marketing #FMCG

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While each of the nine trends we identified is important on its own, three key tensions have become more acute over the past decade, and three key constants explain perpetual feelings people hold. Join us as we highlight some of these overarching insights. https://lnkd.in/gXFhR3BZ

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While each of the nine trends we identified is important on its own, three key tensions have become more acute over the past decade, and three key constants explain perpetual feelings people hold. Join us as we highlight some of these overarching insights. https://lnkd.in/gXfxnv3j

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For the first time anywhere, we have combined our attitudinal data with behavioural data, at scale, using our externally validated Meaningful Different and Salient framework. Kantar’s Blueprint for Brand Growth is built on an 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 𝗼𝗳 𝟲.𝟱 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗱𝗮𝘁𝗮 𝗽𝗼𝗶𝗻𝘁𝘀, collected over the past decade. 🟣Discover the Blueprint and the 3 Growth Accelerators during our webinar on 𝗧𝘂𝗲𝘀𝗱𝗮𝘆 𝟭𝟰 𝗠𝗮𝘆: https://lnkd.in/eQCH2H-3 #BlueprintforBrandGrowth #Brand #Marketing

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"The south appears to be at the vanguard of a broader demand recovery in post-Covid India, with the five states that lead in several socio-economic metrics registering healthier sales of both discretionary and fast-moving consumer goods (FMCG) in comparison with the rest of the country. Global consumer research firm Kantar’s latest report showed consumers in the south spent the highest on FMCG products, with an additional ₹2,261 spent per person on an average in 2023, compared with 2022. It also said the total number of shopping trips nearly doubled in 2023 from the previous year, with an exponential 185% growth in FMCG pack purchases. The data is for Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Telangana. “This uptake in purchase signifies increased purchasing power and consumer confidence in the region, driving demand across various FMCG categories,” the report said. Companies said demand has improved for the entire country too, since January-March. The Retailers’ Association of India (RAI) reported growth rates in the west and north matching that of the peninsula only in April, with the south being India’s best-performing region in the past 12-15 months. RAI tracks retail-level sales growth across categories every month. In April, retailers in the south expanded sales 5% year-onyear against a 4% pan-India growth rate. In December, there was 7% growth in the south compared with 4% pan-India, RAI data showed. RAI chief executive Kumar Rajagopalan said the peninsular region is reporting better growth even for discretionary categories due to a far higher younger population and high disposable incomes. For FMCG, the growth is expected to be better as supermarket penetration is twice the rate of the rest of the country and this ensures higher shelf space for all categories of new products, he said. Chief executives said the southern recovery has been faster due to far greater concentration of new-age sectors such as startups and tech companies, which employ a young workforce that can easily afford higher discretionary expenditure. Manufacturing investment too has been robust, while remittances from overseas have bounced back after the pandemic in states such as Kerala. Marico chief executive Saugata Gupta told ET the south might be expanding faster due to more urban centres. The FMCG industry’s growth rate has been led by urban markets for five quarters till last calen dar year, while rural growth became higher only in January March. “This fiscal, the north will pick up in tandem with the rural sales recovery that has started. Growth rate in the east is low, while the west has become saturated,” he said." Full report: https://lnkd.in/g-q4rsW3

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Some nuggets from our experience to help you sail through the journey of formulating strategies for digital commerce https://lnkd.in/g_s7aigF Soumya Mohanty Ranjana Gupta Neha Ahluwalia

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Take a look at our new Ipsos report looking at Generations. Gen Z is the first truly global generation, yet shaped by local nuances. While 54% of Brits recognise the term "Gen Z," awareness drops to 24% in China and only 8% in India. Understanding these cultural and historical differences is vital, as is recognising the diverse values and expectations within this generation. And "baby boomer" concepts may not resonate everywhere! Delve deeper into our 2024 Ipsos Generations report: https://lnkd.in/g2RJ9mAz Registration to access the full report is FREE #Generations #GenZ #Insights #MarketResearch #Ipsos

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A quick insight on how the Indian Union Budget FY25 has an huge impact on Healthcare as a sector. The overall healthcare budget has been increased by approximately 12.6% to ₹90,658.63 crore. This includes significant allocations for the Pradhan Mantri Ayushman Bharat Health Infrastructure Mission (PMABHIM), which saw its funding nearly double to ₹4,108 crore, and the Ayushman Bharat (PMJAY) scheme, which received a slight increase to ₹7,500 crore. The budget also introduces important measures such as customs duty exemptions on three cancer medications (Trastuzumab Deruxtecan, Osimertinib, and Durvalumab), making these treatments more affordable for patients. Additionally, there is a focus on boosting domestic manufacturing of medical equipment through adjustments in customs duties, supporting the 'Atmanirbhar Bharat' initiative. These efforts reflect a comprehensive approach to improving public health, enhancing medical research, and ensuring the availability of affordable healthcare across India​. Do check out #MarketsandMarkets Healthcare Budget Analysis. #unionbudget #india #healthcare #healthcareresearch #lifesciences #pharmaceuticals #medicaldevices #disruptions #opportunities Abhinav Dhir Hrishikesh M K Mayank Singh

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🔥 What is the reach of #AI in the lives of #IndianConsumers and its implications for marketing? Our research suggests that 724 Million Indians are exposed to AI and its features. Kantar has an unprecedented access to consumer trends in the digital space using ICUBE and Target Group Index (TGI) studies across urban and rural India to help you fine tune your AI based #BrandBuilding efforts: -Know the reach of AI features -Understand the profile of AI feature users -Discover the categories and brand usership -Learn the consumer psychographics and lifestyles Explore more: https://lnkd.in/edzfupEf Stay tuned as we continue to share some of the most incredible AI-infused Kantar solutions to today's marketing challenges in the series, "Reimagining brand building in the AI era". Puneet Avasthi, Biswapriya Bhattacharjee, Deepender Rana

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With surveys, rushing the questionnaire design has the potential to completely destroy the final results. So when a client asks me what is needed to conduct a quick turn-around survey – I share three critical components I NEED from them to make the survey a success: 1.A confirmed objective/theme: This can’t be too broad, it needs to be very specific. Everything starts here. 2.Exact identity of respondents: Who are they? Job titles? All US or international? Genders? Ages? These are just a few and we then figure out how many respondents are needed. 3.Usage of results: Media outreach efforts? Thought leadership? Sales Campaign? It could be a combination of all of these…..and more! But DISASTER awaits if….. There is NO feedback from the Public Relations, Marketing, Demand Gen, Sales, Internal Research Teams and all stakeholders who will eventually use the data. They need to see the questionnaire and be involved BEFORE fielding the survey. Always. All have different uses with the results so they all need to see the questions and contribute thoughts early on.

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With surveys, rushing the questionnaire design has the potential to completely destroy the final results. So when a client asks me what is needed to conduct a quick turn-around survey – I share three critical components I NEED from them to make the survey a success: 1.A confirmed objective/theme: This can’t be too broad, it needs to be very specific. Everything starts here. 2.Exact identity of respondents: Who are they? Job titles? All US or international? Genders? Ages? These are just a few and we then figure out how many respondents are needed. 3.Usage of results: Media outreach efforts? Thought leadership? Sales Campaign? It could be a combination of all of these…..and more! But DISASTER awaits if….. There is NO feedback from the Public Relations, Marketing, Demand Gen, Sales, Internal Research Teams and all stakeholders who will eventually use the data. They need to see the questionnaire and be involved BEFORE fielding the survey. Always. All have different uses with the results so they all need to see the questions and contribute thoughts early on.

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