Embed Size (px)
DESCRIPTION
Real Estate
Citation preview
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: DNA (ed. Mumbai), Mumbai Mirror, HT (ed. Mumbai)
Campaign ID: IB23432
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: 13:06 hrs 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
1
58 61
43
15
24
8
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 ca
lls
Male
Female
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
163 78%
47 22%
42 40
81
13 13
21
0
10
20
30
40
50
60
70
80
90
Casual General Indepth
Male
Female
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
(min.) No Yes
Grand
Total
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
(min.) No Yes
Grand
Total
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
(min.) No Yes
Grand
Total
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.
Numbers Exchanged: 16
Site visit : 6
• Ashwin – Total Time Spent: 17 min.
– Average Time Spent: 2:47 min.
– Numbers Exchanged: 5
– Site visit : 5
• Gargi: – Total Time Spent: 39 min.
– Average Time Spent: 3:17 min.
– Numbers Exchanged: 4
– Site visit : 5
Agent Wise Analysis
Gini Total Time Spent: 41 min.
Average Time Spent: 8:10 min.
Numbers Exchanged: 3
Site visit : 4
Mayur Total Time Spent: 18 min.
Average Time Spent: 3:00 min.
Numbers Exchanged: 3
Site visit : 2
• Mohit – Total Time Spent: 109 min.
– Average Time Spent: 6:00 min.
– Numbers Exchanged: 12
– Site visit : 7
• Prashant: – Total Time Spent: 66 min.
– Average Time Spent: 3:10 min.
– Numbers Exchanged: 9
– Site visit : 10
Agent Wise Analysis
Puneet Total Time Spent: 68 min.
Average Time Spent: 4:13 min.
Numbers Exchanged: 8
Site visit : 6
Mohanty Total Time Spent: 103 min.
Average Time Spent: 3:00 min.
Numbers Exchanged: 16
Site visit : 4
• Vishal: – Total Time Spent: 27 min.
– Average Time Spent: 3:00min.
– Numbers Exchanged: 2
– Site visit : 1
• Warren: – Total Time Spent: 52 min.
– Average Time Spent: 3:58 min.
– Numbers Exchanged: 5
– Site visit : 5
Agent Wise Analysis
Unknown (Phone No: 8082630717)
Total Time Spent: 37 min.
Average Time Spent: 2:50 min.
Numbers Exchanged: 5
Site visit : 4
Unknown (Phone No: 9004458246)
Total Time Spent: 4 min.
Average Time Spent: 1:54 min.
Numbers Exchanged: 0
Site visit : 0
• Unknown (Phone No: 9987903241)
– Total Time Spent: 6 min.
– Average Time Spent: 6:00 min.
– Numbers Exchanged: 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
