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Case Studies

Telecom

Prime Time or Missed Chance? Evaluating TVC Effectiveness

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Research Objectives

  • TVC Check Study​

  • Evaluate the film on key parameters such as appeal, enjoy-ability, comprehension, relevance, role of brand, fit with brand amongst other attributes​

Target Group

Demographics​

  • Male​

  • NCCS A/B​

  • 18-35 years ​

  • College Students/ Early Jobber/ Mature Adults​

Approach and Methodology

Focus Group Discussions​

  • With 8 Respondents​

  • Lasting up to 90 minutes​

  • At a central venue​

Sample Size: 12 FGDs​

Market: Delhi, Mumbai, Bangalore & Kolkata​

Usership

  • Airtel, Vodafone, Idea and Jio Users​

  • Students + Early Jobbers: Prepaid users​

  • Mature Adults: Prepaid + Postpaid users​

  • 4G handset users [half of the group to be on 4G, rest on 2G/3G]​

  • Students​

  • Monthly mobile spends of more than INR 300​

  • Heavy mobile internet users – use more than 2 GB per month​

  • Early jobbers​

  • Monthly mobile spends of more than INR 500​

  • Heavy mobile internet users – use more than 2 GB per month​

  • Mature adults​

  • Monthly mobile spends of more than INR 500​

  • Heavy mobile internet users – use more than 2 GB per month​

Consumer Immersion

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All Case Studies

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