Last year, ad man Shivjeet Kullar launched adytude.com a global research disrupter. While the company will not name any ad agencies they confirm they have helped 3 agencies win pitches, and one agency avoid a very bad choice of brand ambassador because research showed she was totally not credible from a consumer perspective. With research possible so quickly and so affordably the fun is just beginning’ quips Kullar, who has many avatars; multi award winning Ad guru, book author, event conceptualiser and playwright being few of those.
While the company continues signing a number of brands, they are finding that a number of ad agencies are approaching them. "They come to us mainly to add killer content to their pitches", says Chief Business Officer Saurabh Mathur. "But also in some cases to ‘pre-test’ a huge film or a key script before presenting it to a client.’ So in both cases we are a sort of secret weapon for them."
So how does Adytude.com work? “It is a global research disrupter and has been valued at $100 million by Deloitte. Adytude.com gives brands feedback at quarter the cost and five times the speed of traditional research. Users from our online community react to visual stimulus and answer questions every day for assured gifts and big prizes and with the satisfaction of “being heard”. This helps us draw out actionable insights for marketers. We call this process ‘Backvertising’!” shares Kullar.
In a chat with exchange4media Kullar talks about insights behind the launch, meeting tight deadlines, expansion plans and more
What were the insights behind the launch?
One singular insight was that the consumers’ world today is rapidly changing and marketers can’t keep up. We have a fast moving tool to listen to and to understand what are consumers saying, feeling and what drives their behaviour.
The marketer today needs something that is fast, nimble footed and yet very credible, backed by solid data, along with actionable insights from the best in the industry.
Which sectors are you seeing traction from?
We have been seeing traction from different sectors for different needs. Brands have come for answers to marketing challenges because they get quick actionable insights. Dot coms and start-ups have both approached us to understand the market better and also to test concepts and ideas.
A lot of traction has come from ad agencies especially to get quick research for pitches and to pre-test multi-crore films. In both cases, we are a sort of secret weapon for them.
How much time does research take in real time as you mentioned agencies come to you for help with pitches , I am sure they have tight deadlines ?
We are able to reach hundreds of respondents in just a few days, at much lesser costs compared to the other alternatives. The research is dished out at a phenomenal speed and it is very affordable, especially compared to traditional market research. This makes it a powerful tool for ad agencies.
Having launched it last year, what are the learnings for you this past year?
It’s a very powerful engine and it is opening up new possibilities as we go along. It is very exciting.
How are you going to take it forward in terms of growth?
We have a multi-pronged approach to growing this business. We are investing in new technology to add smarter features. We will also be going for geographical expansion.