Reaching the Right Audience with the Right Questionnaire
Recruiting Internet-Savvy, Female Audiences
As a part of the campaign, it was of utmost significance for the brand to reach women - the potential buyers and decision-makers for spice category purchases – across India. Using demographic, location, and other targeting on InMobi Pulse, the brand successfully recruited internet-savvy female audiences.
Maximizing Genuine Responses
Before the partnership with InMobi, Tata Sampann relied on offline research conducted through face-to-face Interviews at home through a questionnaire of 40 questions. In the pandemic situation, this method did not hold importance due to constant uncertainties and lockdown. InMobi helped the brand deploy an accurate, always-on online brand track by leveraging the power of mobile. The length of the questionnaire was reduced to one-third for a user-friendly experience. By factoring in historic and real-time data, the brand arrived at a strategically succinct questionnaire that would maximize 'genuine' responses from the target audience.
Understanding Awareness, Recall and Consideration
The questionnaire captured responses on the recency of purchases and the top of the mind and spontaneous recall. This helped identify the purchase patterns of the consumers and the likelihood of considering and purchasing Tata Sampann.
Understanding the Source of Awareness
To understand the preferred source of awareness, the questionnaire included a list of channels that helped respondents learn about the product. By identifying the best and least preferred channels of awareness, the brand aimed to revise its sources of communication and maximize product discoverability.
Understanding Purchase Intent
The research delved deep into the competitor brands and the user's interest in considering Tata Sampann over others. Given that the market is highly competitive, this insight helped the brand understand the purchase drivers, such as preferences and inclination towards competitor brands.