The Challenge:
Advertising for Infant Milk Formula is prohibited by the government of India. Hence, it becomes a challenge to understand consumer needs and buying patterns. A digital research of all unbiased and non-moderated online conversations about the category and evaluating brand stickiness was a primary motive.
The Outcome:
Provided an in-depth analysis of the brand's strengths and weaknesses versus key competitors. The data was tracked by multiple demographic and psychographic breaks and the real impact was assessed to guide positioning and course correction and uncover market and competitive gaps. KPIs were also provided to quantify insights and results.
Work:
I was responsible for planning, executing and leading this project. Secondary research was conducted at the initiation of the project. Project goals were further refined and select competitors were chosen to begin with the category analysis. On the basis of the initial aggregation, a three-level deep text mining map was developed. Mapping was done for the select sample size of the data. The data was further scaled up to the entire population of conversations. A key responsibility was to identify key drivers associated with those conversations. Also, many hygiene and quality checks were monitored continuously. At last, numbers were crunched and presentations were developed.