1. Applied Consumer Research Consumer Research and Business
Problems
2. Flow of the Session What is a business problem? What is a
research problem? How do we arrive at a research problem from a
business problem Live Example
3. Business Problems in Media Television channel has been
consistently losing viewers Local Radio station is steadily losing
market share and its No.1 position is being threatened Newspaper
subscriptions have stagnated
4. Key Pillars of a Media Business Is your media brand
available Are you communicatin g with your Target Group What
actually the people consume Are you reaching people at a time
convenient to them Scheduling Content DistributionMarketing
5. Live Example From Business Problem to Research Solution
6. Live Business Problem Local Radio station is steadily losing
market share and its No.1 position is being threatened What could
be the possible research problems? What are the various hypothesis
we can form? Can we test all hypothesis? Should we prioritize? If
so, how?
7. Distilling a business problem Hypothesis Formation Available
Data Market Analysis
8. What did we do? Used available data Radio Audience
Measurement for the local market Helped understand radio
listenership behavior Scheduling data from programming team
Understand what music is being played by the station Brand Health
Helped us understand how the brand is performing vis a vis
competition
9. Identified Research Problem The key hypothesis was that
there were problems with content i.e. the music being played We now
needed to propose a research design to solve this problem What
could have been the approach?
10. Our Approach Auditorium Music Tests Involves large number
of participants rating music on various parameters Understand Genre
preferences of music Rating each genre on a scale of 0 to 100
11. Our Approach Auditorium Music Tests A self completion
questionnaire is used for Genre Auditorium Music Test (AMT) Recruit
the target respondents for Auditorium Music Test (AMT) Screening
Interview Pre-AMT Interview Genre Auditorium Music Test (AMT)
Understand the music habits of the respondents To understand the
likeability and preference towards each song classified by
genre
12. Genres of Music Tested Contemporary Bollywood New Retro
Bollywood Old Retro Bollywood Contemporary Local Language Retro
Local Language Traditional Folk Contemporary Folk New Age
Music
13. Classifying Songs into Lists Core List (Always hit Songs)
Peripheral List (Hit Songs) Semi-Peripheral List (Semi hit Songs)
Average Performance List (OK Songs) Remaining List PLAY MORE PLAY
LESS
14. Results How did the genres fare?
15. Split of Core List Core List Songs Total Con. Bolly New Age
N. Ret Bolly Ret. Local Lang Contempor ary Folk Old Ret. Bolly
Cont. Local Lang Trad.Folk Total Songs (2014) 416 52 52 52 52 52 52
52 52 Core List (2014) 206 15 16 39 36 21 37 25 17 % Mix of core
Songs in that genre (2014) 50 29 31 75 69 40 71 48 33 % Mix of core
Songs in that genre (2011) 42 38 23 65 42 29 46 58 29 At an overall
level, very high preference for New Retro Bolly (75%) followed by
Old Retro Bolly(71%) and Retro Local Lang. (69%) Contemporary
Bollywood and New Age Music score lowest in the Core list We need
to see how these genres fare in terms of likeability
16. Average Likeability for Genres 2011 2014 Genres Overall
Overall BASE 1049 1080 Overall Avg. all genres 77.74 73.48 Old
Retro Bollywood 82.15 80.57 New Retro Bollywood 84.12 80.04 Retro
Local Lang. 80.23 77.56 Contemporary Folk 74.85 72.74 Contemporary
Local Lang 78.48 69.34 New Age Music 74.26 69.29 Traditional Folk
70.57 69.26 Contemporary Local Lang. 77.26 69.06
17. Proportion of Genres Core List Songs Total Con. Bolly New
Age N. Ret Bolly Ret. Local Lang Contempor ary Folk Old Ret. Bolly
Cont. Local Lang Trad.Folk Proportion of the songs in the Core list
(in %) 100 7 8 19 17 10 18 12 8 Composition of Client playlist -
2014 (in %) * 58 1 0 0 26 Does this give us an answer? * As per the
findings from Kolkata FCT and Playlist Analysis by Mirchi, Kolkata,
2014 * As per the data provided by the client programming
18. Client v/s Competition Playlist Core List Songs N. Ret.
Bollywood O. Retro Bollywood Retro Local Lang Cont. Local Lang
Contemp. Bollywood Ranking as per AMT 1 2 3 4 5 What you should be
playing % 26 25 23 16 10 Client % 1 0 0 26 58 Competition 1 % 0 36
40 5 0 Competition 2 % 1 0 0 0 85 Competition 3 % 6 10 3 26 41
Client as well as most competition stations play Contemporary
Bollywood songs the most; whereas this genre is amongst the lesser
preferred genres in the city Competition 1s playlist is in line
with listeners preferences!
19. But is this all we need? We have the preferences of the
listeners of the city? However, do all listeners have the same
preferences? Do preferences vary by Gender, Age, Socio Economic
Classification?
20. CLUSTERS AND THEIR PROFILES Cluster Analysis on average
likeability 3 cluster solution is optimum Gender: Female Age Group:
35 45 years Cluster 1 (46%) Gender: Male Age Group: 25 34 years
Cluster 2 (29%) Gender: Male Age Group: 18 24 years Cluster 3
(25%)
21. CLUSTERS ON AVG. LIKEABILITYSO ANY DIFFERENCES ON HOW THEY
LIKE VARIOUS GENRES? At an overall level, Retro & 90s Hindi
Songs are the most preferred Genre in Kolkata CHR Hindi has found
divergent likeability amongst the newer (Cluster 3) & older
(Cluster 1) age groups Cluster 3 (Males, 18-24) have more
inclination towards Hindi music 2011 2014 Genres Overall Overall
Cluster 1 Cluster 2 Cluster 3 BASE 1049 1080 500 312 268 Row % 100
100 46 29 25 Overall Avg. all genres 77.74 73.48 76.55 74.69 65.33
O. Retro Bollywood 2 1 2 2 4 New Retro Bollywood 1 2 3 1 2 Retro
Local Lang. 3 3 1 3 7 Contemporary Folk 6 4 4 5 6 Contemporary
Bollywood 4 5 8 4 1 New Age Music 7 6 6 6 5 Traditional Folk 8 7 5
8 8 Contemporary Local Lang. 5 8 7 7 3
22. CLUSTER PREFERENCE FOR GENRES Cluster 3 Contemporary
Bollywood Contemporary Local Lang. N. Ret. Bollywood Cont. Folk
Retro Lo. Lang Cont. Folk Trad. Folk N. Ret. Bollywood O. Retro
Bollywood New Age Music O. Retro Bollywood N. Ret. Bollywood
Cluster 2 Trad. Folk Cont. Folk N. Ret. Bollywood Trad. Folk O.
Retro Bollywood Trad. Folk New Age Music Retro Lo. Lang New Age
Music Retro Lo. Lang Cluster 1 N. Ret. Bollywood Trad. Folk Trad.
Folk O. Retro Bollywood O. Retro Bollywood Retro Lo. Lang New Age
Music Early Morning s Morning s Afternoo n Early Evening Evening
Night Late Nights Contemporary Bollywood over indexed in C3
Contemporary Hindi/Local Lang. over indexed in C3
