Aegis Media has launched its proprietary research based tools Consumer Connections System (CCS) and OCS in India. Originally launched 12 years ago in the UK, CCS has now expanded globally and is available in 40+ countries covering over 250,000 respondents accounting for over 90 per cent of global advertising expenditure. In APAC, CCS is currently active in China, Australia, New Zealand, Japan, South Korea, Thailand, Malaysia, Singapore and now India.
CCS will provide India and Aegis Media clients, actionable insight into communication usage and engagement across bought, owned and earned digital, experiential and media channels. The investment in the tool stems from a belief that digital is changing everything, and, crucially, contributes to the way advertisers put an understanding of how consumers think and behave at the heart of everything they do.
With a focus on digital, this is the first study to have a significant focus on the digital touchpoints and e-commerce, which is on a growth spurt in India. In-depth information is available for the first time in India through CCS, which is capable of evaluating the comfort of the consumer with e-commerce.
CCS is owned by Aegis Media and gives the agency and their clients a valuable insight into how today’s consumers choose and use media in our rapidly changing world. In the new era of media, CCS and OCS help to create powerful connections between client’s brands and their consumers.
Speaking on the launch, Ashish Bhasin, Chairman and CEO, South East Asia, Aegis Media, said, “We are delighted to launch the Consumer Connection System in India. CCS is based on a communications, lifestyle and product survey conducted across 18 towns and cities across SEC A, B, C & D, thus making it the most in-depth tool available in the country. It facilitates the consumer-centric philosophy that we apply to strategy and communications. This is combined with insight into our clients’ brands and categories making bespoke consumer segmentations truly actionable through communication. This is India’s largest research of this nature, with a global footprint.”
Further commenting on the future steps post launch, Bhasin added, “We will be introducing all of our clients to this tool, which will become an integral part of our Integrated Communication Planning (ICP) process for all of them. Our investment is not a one off and we will be repeating the research whenever required, from now on.”
Speaking further on the robustness of the system, he said, “We have made some significant investments in this research to ensure that all clients of the Aegis Media group benefit from a deeper understanding of the rapidly changing consumer.”
The research was conducted across 18 cities and across 9,000 respondents to measure the consumers’ relationship with communications generically and by category. It measures aspects like Generic Channel Involvement across 39 touch points (Bought, Owned & Earned) addressing questions on Recency of consumption, Level of interest/enjoyment, Level of attention paid to the Touch-point, Level of Engagement with the Touch-point, etc. Apart from this, it goes further into understanding the Category Specific Channel Involvement across 61 touch points (Bought, Owned & Earned) answering queries like Action as a result of noticeability and what channel facilitated post engagement to name a few.
Specifically on the digital space and e-commerce, which has been an area of added focus for the research, the research shows a growing role for e-commerce in the market and early studies suggest that of the 18 per cent of the population (amongst SEC ABC) who have accessed Internet, 40 per cent of them have bought something in the last 12 months, while 48 per cent regularly research/ look for products online.
Top categories are:
• Books – 14.78 per cent
• Clothes/ Shoes/ Accessories/ Jewellery – 12.83 per cent
• Insurance – 12.5 per cent
• 10 per cent have bought groceries and other household items online