Ethnography Study: A Case Study for Real Estate sector

Therefore Consultancy and Services Pvt. Ltd.

Brand Communicates…. Media Broadcast… People Perceive…

About Therefore Solutions

Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology enabled marketing research and analytics solution provider

Our pioneering research and analytical methods help business measure equity, perception and position a brand appropriately amongst its target audience

Our analytics are designed to help a business understand the efficiency of the marketing and communication plan

In a nutshell, we provide an integrated platform in order to arrive at an informed decision

Background

Ethnographic analysis for Campaign A, XYZ Ltd. print campaign

Project: Go Green…

Number of Creative: Two

Medium: Newspaper

Publication: Publication A, publication B

Campaign ID: IB23432

Campaign Cost: Rs 20 lacs

Study was carried on the call recordings of the above mentioned campaign.

Note: The above names are only for reference and has no direct connect to any brand or company

Glimpse

Total Calls: 308 calls Calls Analyzed: 210 calls Failed Calls : 98 calls

163 calls

47 calls

Total Call Duration: 12hrs 39min 44sec Average Call Duration: 04 min.

Less than 15 sec: 01 calls Between 15 sec & 1:59 min: 73 calls

Between 2 min & 5 min: 85 calls Above 5 min: 51 calls

Time Spent on Call

24

50

42

23 20

15

9 9 8 5

2 1 1 1

0

10

20

30

40

50

60

0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 12, 14, 26,

Co

un

t o

f ca

lls

Calls

Minute

Call Duration

0

10

20

30

40

50

60

70

<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min

Co

un

t o

f C

alls

Male

Female

Cost Per Lead

0.00

1000.00

2000.00

3000.00

4000.00

5000.00

6000.00

7000.00

8000.00

9000.00

10000.00

Cost

Ru

pee

s

Cost Per Lead

Effective Cost PerLead

Cost Per Lead= Advertising cost/Total leads generated

Effective Cost Per Lead= Advertising cost/(Total leads generated- Lost leads)

The effective cost per lead is increased by 32% due to the failed call

Effective Cost per lead increases by Rs.3030

Cost per minute is Rs.2633.52

Call Duration Wise Conversion Ratio

0%

10%

20%

30%

40%

50%

60%

70%


Ratio in %

Conversion Ratio of 5min slot seem higher

Conversion refers to the count of callers accepting to come for visit

0

10

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30

40

50

60

70

80

90


Co

st P

er C

on

vers

ion

Opportunity To Speak

Cost Per Min= Cost per lead/ Total time in given category Cost Incurred= (cost per min* total min)/conversion

Total Calls: 73

Total Time: 1hr 33min

Cost Incurred : Rs.40,828.33

Total Calls: 85


Cost Incurred : Rs23,639.35

Total Calls: 51


Cost Incurred : : Rs32,682.80

Total Calls: 01

Total Time: 11 sec

Cost Incurred : Rs2,633.52

Calls more than 5mins cost more with less leads as compared to 2 to 5min slot

0

5000

10000

15000

20000

25000

30000

35000

40000

45000


Co

st P

er C

on

vers

ion

Cost Per Conversion

Conversion: 06

Conversion Ratio: 8%

Cost Per Conversion: Rs40,828.33

Conversion: 30



Conversion: 0

Conversion Ratio: no conversion

Cost Per conversion: Rs2,633.52

Conversion Ratio = Total Call/Visits Fixed

Cost Per Conversion = Time Required Per Conversion * Cost Per Min Of A Given Category

Conversion: 32



Total Calls: 73 Total Calls: 85 Total Calls: 51 Total Calls: 01

Snapshot Of Call Time to Conversion

Count Of Calls: 01

Total Time : 11 sec

Cost Per Conversion : No Conversion

Count Of Calls: 73

Total Time : 1hr 33min 2sec

Cost Per Conversion: Rs.40828.33

Count Of Calls: 85


Cost Per Conversion : Rs. 23639.35

Count Of Calls: 51


Cost Per Conversion : Rs.32682.80

Calls less than 15 sec Calls from 15 sec to 2min

Calls from 2min to 5min Calls more than 5min





Conversion Cost - Case 1

0.00

5000.00

10000.00

15000.00

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25000.00

30000.00

35000.00

40000.00

45000.00

0

20

40

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140


Total Calls Cost Per Conversion Revised Cost Per Conversion

The cost per conversion decreases if the leads from 15 sec to 2min slot are transferred to 2to5min slot

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Total Calls Cost Per Conversion Revised Cost Per Conversion

Conversion Cost -Case 2

The cost per conversion is lowest when the leads from 15 sec to 2min slot are transferred to 5min slot

OTHER ATTRIBUTES INQUIRED

Inquiry Type Time Duration

(min.) Casual General In-depth

Grand Total

0 20 4 24

1 22 16 12 50

2 11 13 18 42

3 2 6 15 23

4 5 15 20

5 5 10 15

6 1 8 9

7 1 8 9

8 2 6 8

9 5 5

10 2 2

12 1 1

14 1 1

26 1 1

Casual inquiry: Less than 3 inquiries General inquiry: 3 to 4 inquiries In-depth inquiry: 5 or more inquiries

42 40

81

13 13

21

0

10

20

30

40

50

60

70

80

90

Casual General Indepth

Male

Female163 78%

47 22%

Inquiry Category

17%

17%

13%

12%

12%

11%

11%

4% 3%

Cost Area Commuting

Payment Options Scheme Possession date

Project Inquiry Amenities Availability of the flat

Area Vs. Cost Area

Time Duration

(min.) No Yes Grand Total

0 12 12 24

1 4 46 50 2 1 41 42

3 23 23

4 20 20

5 15 15 6 2 7 9

7 1 8 9 8 8 8

9 5 5 10 2 2

12 1 1 14 1 1

26 1 1

Cost Time

Duration (min.) No Yes

Grand Total

0 6 18 24

1 2 48 50 2 1 41 42

3 23 23

4 20 20

5 1 14 15 6 9 9

7 9 9 8 8 8

9 5 5 10 2 2

12 1 1 14 1 1

26 1 1

AREA and COST emerge as the most inquired category

However COST is preferred over AREA when referring to calls less than 2 min.

Commuting Vs. Possession Commuting

Time Duration (min.) No Yes Grand Total

0 18 6 24

1 15 35 50

2 12 30 42

3 2 21 23

4 3 17 20

5 3 12 15

6 2 7 9

7 2 7 9

8 1 7 8

9 1 4 5

10 2 2

12 1 1

14 1 1

26 1 1

Possession

Time Duration (min.) No Yes Grand Total

0 19 5 24 1 29 21 50

2 21 21 42 3 4 19 23 4 3 17 20

5 3 12 15 6 9 9

7 1 8 9 8 3 5 8

9 5 5 10 2 2

12 1 1 14 1 1

26 1 1

COMMUTING and POSSESSION respectively are the most preferred aspects after cost and area

Followed by these are factors like PAYMENT OPTIONS, AMENITIES and AVALIABILITY OF FLAT

Availability, Payment Options and Amenities

Availability Time Duration


0 24 24

1 44 6 50

2 36 6 42

3 18 5 23

4 15 5 20

5 14 1 15

6 7 2 9

7 6 3 9

8 5 3 8

9 4 1 5

10 2 2

12 1 1

14 1 1

26 1 1

Payment Options Time Duration


0 20 4 24

1 28 22 50 2 15 27 42

3 6 17 23 4 1 19 20

5 2 13 15 6 1 8 9

7 9 9 8 8 8

9 5 5 10 2 2 12 1 1

14 1 1 26 1 1

Amenities Time Duration


0 24 24

1 50 50 2 35 7 42

3 19 4 23 4 15 5 20

5 12 3 15 6 2 7 9

7 4 5 9 8 3 5 8

9 5 5 10 2 2 12 1 1

14 1 1 26 1 1

Phase Wise Project Inquiry Project Inquiry

Time Duration

(min) NA Phase 1 Phase 2

Grand Total

0 22 2 24

1 28 15 7 50 2 23 8 11 42

3 7 7 9 23

4 5 10 5 20

5 1 9 5 15 6 1 5 3 9

7 5 4 9 8 1 2 5 8

9 2 3 5 10 1 1 2

12 1 1 14 1 1

26 1 1

69, 57%

53, 43%

Phase 1

Phase 2

NA: Callers didn’t inquire about the phase, nor was it inquired by the agent

Brand Recall

Brand recall Time

Duration (min.)

Product Name

Company Name

Newspaper ad

Grand Total

0 1 10 11 24

1 14 22 11 50 2 10 21 11 42

3 9 6 7 23 4 7 9 4 20

5 2 11 2 15 6 5 4 9

7 3 5 1 9 8 2 5 1 8

9 1 4 5 10 2 2

12 1 1 14 1 1

26 1 1

103 51%

52 25%

49 24%

43 27%

81 51%

34 22%

6

13%

22 48%

18 39%

Male Female

Company Name

News Paper

Product Name

Number Exchanged Vs. Visit Fixed

100 48% 110

52%

YES No

83 83%

17 17%

MaleFemale

58 58%

42 42%

Agreed for Visits Disagree

Agreed for Visits

50 86%

8 14%

Male

Female

Number Exchanged

Language Spoken

113 54%

91 43%

2 1%

4 2%

English Hindi Marathi Multiple

87, 53% 73, 45%

1, 1% 2, 1%

26, 56% 18, 38%

1, 2% 2, 4%

Male Female Overall callers

Area Wise Calls

Calling Area Calls Calling Area Calls

AIROLI 1 MUMBAI 1

ANDHERI 2 NAVI MUMBAI 2

DADAR 1 NERUL 1

JOGESHWARI 1 SION 1

JUHU 1 THANE 2

KALYAN 1 VASAI 1

KURLA 3 VIRAR 1

MALAD 1 WADALA 1

NA 189

189 90%

21 10%

NA

Total

NA: Callers didn’t mention the area, nor was it inquired by the agent

Publication Wise Inquires 1

1%

196 93%

13 6%

All days

1 1%

105 94%

6 5%

12-Jan, Sun

0 0%

91 93%

7 7%

15-Jan, Wed

Publication A Publication B Publication C

PERFORMANCE OF THE AGENTS:

Agent Performance

Agent Name

Minute wise Average Calls Total Average

Calls

Minute wise Good Calls Total Good Calls

Agent wise Total Calls

0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 10 12 14 26

AMIT GUPTA 7 7 1 1 3 2 1 22 2 1 3 2 1 1 10 32

ARPAN 2 3 1 1 7 1 4 5 1 1 2 1 15 22

ASHWIN 2 2 1 5 6

GARGI 1 3 4 1 1 10 1 1 2 12

GINI 1 1 2 1 1 1 3 5

MAYUR 1 2 2 1 6 6

MOHIT WADHWA 1 1 2 3 3 2 2 3 1 1 17 18

NOT KNOWN1 2 3 1 6 1 3 1 1 1 7 13

NOT KNOWN2 1 1 2 2

NOT KNOWN3 1 1 1

PRASHANT 2 7 4 3 2 1 19 1 1 2 21

PUNEET 3 2 2 2 1 1 1 12 1 1 1 1 4 16

R N MOHANTY 2 9 8 6 6 1 1 33 1 1 34

VISHAL 4 1 2 7 1 1 2 9

WARREN MONTERO 1 3 3 1 1 9 1 1 1 1 4 13

Agent Wise Analysis

Amit Total Time Spent: 111 min.

Average Time Spent: 3:30min.

Numbers Exchanged: 12

Site visit : 9

Arpan Total Time Spent: 64 min.

Average Time Spent: 2:45 min.


Site visit : 6

Ashwin Total Time Spent: 17 min.



Site visit : 5

Gargi: Total Time Spent: 39 min.



Site visit : 5

Agent Wise Analysis

Gini Total Time Spent: 41 min.



Site visit : 4

Mayur Total Time Spent: 18 min.



Site visit : 2

Mohit Total Time Spent: 109 min.



Site visit : 7

Prashant: Total Time Spent: 66 min.



Site visit : 10

Agent Wise Analysis

Puneet Total Time Spent: 68 min.



Site visit : 6

Mohanty Total Time Spent: 103 min.



Site visit : 4

Vishal: Total Time Spent: 27 min.

Average Time Spent: 3:00min.


Site visit : 1

Warren: Total Time Spent: 52 min.



Site visit : 5

Agent Wise Analysis

Unknown (Phone No: 8082630717)

Total Time Spent: 37 min.



Site visit : 4





Site visit : 0





Site visit : 0

Total Call Attended

32

22

6

12

5 6

18 13

2 1

21 16

34

9 13

05

10152025303540 Female Male

Agent Wise Duration of Call

15 16

3

8

1

3

5

10

2

0

13

8

19

6 7

12

2 3

2

0

3

7

1 0 0

5 4

13

2

4 5

4

0

2

4

0

6

2

0 1

3 4

2 1

2

0

2

4

6

8

10

12

14

16

18

20Less than 2 Min 2 to 5 Min Above 5 Min

Communication Skills During Call

22

7 5

10

2

6

1

6

2 1

19

12

33

7 9

10

15

0 2

3

0

17

7

0 0 2

4

1 2

4

0

5

10

15

20

25

30

35Average Good

Language Spoken

18 17

5 6

4 4

8

10 10 10 10

4

7

14

3

1

6

2

8

3 2

1

11

6

23

5 6

0

5

10

15

20

25

English Hindi Marathi Multiple

Snapshot

Issues Male Female Total positive

inquiries Yes No Yes No

Inquiry About Area 147 16 43 4 190

Inquiry About Cost 154 9 46 1 200

Inquiry About Commuting 114 49 37 10 151

Ad Mention 158 5 46 1 204

Asking for any scheme 107 56 25 22 132

Mention of Possession date 95 68 31 16 126

Availability of the flat 24 139 8 39 32

Project Inquiry 100 63 22 25 122

Payment Options 104 59 33 14 137

Amenities 35 128 11 36 46

Numbers Exchanged 83 80 17 30 100

Asked for Visit 57 106 11 36 68

SYNOPSIS AND CONCLUSION:

Issues or Questions asked

Majority of the questions asked or answered are call which are within 2 minutes

Out of 210 calls only 32 people have asked for the flat availability, where as only 102 have made an in-depth inquiry

It was observed that majority of the callers are males with 78%

Out of 210 people who called 58 agreed to visit the property

51% of the people who called had “Company Name” as brand recall while 24% referred it as “Products”

Majority of the language spoken was English with 54%, followed by Hindi with 43% as next preference

90% of the people who called, did not refer where they stay, neither was it asked by the Agents

86 out of 308 calls, i.e. 28% of the total calls, were dropped calls.

Thank You