‘What If…’ series: Demystifying consumers the Dentsu way

‘What If…’ series: Demystifying consumers the Dentsu way

Author | exchange4media Mumbai Bureau | Wednesday, Nov 22,2006 8:36 AM

‘What If…’ series: Demystifying consumers the Dentsu way

Dentsu India is launching a knowledge-series on consumer insight titled ‘What If…’ The initiative will be headed by Aiyana Gunjan, Director, Strategic Planning. The series will focus on emerging consumer trends, new market realities, changing behavioural patterns and new buying stimuli.

The ‘What If…’ series will be based on Dentsu’s global knowledge products and studies done locally by the Dentsu Strategic Planning team.

“Dentsu in Japan does some wonderful work through its Dentsu Communications Institute and the Dentsu Institute for Human Studies. It is our endeavour in India to expand the knowledge offerings from Dentsu India. We will look at tracking changing consumer mindsets and try to map them on emerging market opportunities,” said Sandeep Goyal, Chairman, Dentsu India.

There are currently four major studies that are underway in the ‘What If…’ series covering newer Internet apertures, youth sartorial trends, kids’ marketing stimuli and celebrity engagement. These studies will be put in the public domain by the first quarter of 2007.

“It is our effort to channelise the immense amount of knowledge within the agency, both in India and in our parent organisation, and use the prism of our day-to-day reality to understand how to talk better to consumers and persuade them with a more informed choice,” added Goyal.

The ‘What If…’ series will go out to all Dentsu clients and will also be available on a subscription model to non-clients.

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