Pathfinders, the strategic research wing of Lintas India, has commenced fieldwork for the fifth edition of Pathfinders Study of the Nation’s Attitudes and Psychographics (popularly known as P:SNAP) – the most comprehensive psychographic study of Indian consumers.
Covering over 20,000 consumers across 28 cities, P:SNAP will not only map attitudes, lifestyles, psychological makeup, activities, interests and opinions of the Indian consumer, it will also provide linkages to product and brands usage and media consumption.
Since its inception in 1987, P:SNAP has become the last word in psychographic segmentation of the Indian consumer. The study recognises the fact that an individual’s lifestyle and attitude influences their product and media consumption as also plays a vital role in impacting brand choice. Hence, other than regular demographic segments, P:SNAP also segregates consumers in unique psychographic segments.
In addition, it also links these segments to product and media consumption through the National Market Monitor (NMM), which covers category or brand usage for over 240 categories of household products, personal products and consumer durables. Powered with such information, it provides a marketer a much clearer and focussed picture of what the target audience is looking at.
Evolving with the changing times and client requirements, P:SNAP 2005 will offer greater features compared to its last edition in 2002. While the product categories in the latest study have gone up from 155 to 247, the sample size has also considerably increased from 10,100 to 21,300 with specific modules for men, women, and teenagers.
Such a large sample size will allow for analysing the data at drilled down sub-segments like unmarried women, the elderly market, chief wage earner (CWE), housewives/decision makers and people living in joint families, etc.
P:SNAP 2005 will also offer greater sampling efficiency through a sharper focus in terms of the SECs covered by limiting the study to SEC A, B and C, and tighter segmentation of town classes into three instead of the five that existed in the previous rounds.
Commenting on the new features of P:SNAP 2005, Srinivasan Raman, President and Chief Consultant, Pathfinders, said, “Based on recommendations of clients and users of previous P:SNAPs, we have brought about significant changes for this round of our survey. P:SNAP has evolved with changing consumer lifestyles, which explains introduction of several new areas, including education and career, health and fitness, and entertainment and leisure.”
He further said, “The power of such a database remains – right from providing insight for a creative brief to determining potential touchpoints, i.e. promotions, events, displays, etc. The characteristics defining consumer typologies, the key drivers in terms of lifestyle and leisure when studied vis-à-vis the interactions that such clusters have with products / brands and media consumption, provides significant cues on what both users and non-users/competition brand users are likely to warm up to in terms of communication.”
Commenting on P:SNAP, Pranesh Misra, COO, Lowe, said, “We have been using P:SNAP since 1987. It helps us in building more accurate and comprehensive picture of the target consumer for our brands. It also helps us to understand the evolution of the Indian consumer across several rounds of the study.”
The last survey had 22 subscriptions. Based on the pre-launch subscription, it is expected that subscriptions would cross over 50 leading marketing and advertising companies. Some of the companies who have already subscribed to P:SNAP 2005 range from FMCG to media, pharmaceuticals to alcoholic beverages, and brown goods to telecom majors.
The results of P:SNAP 2005 will be out in September 2005, and the entire report will be made available with a plug and play software that will allow flexibility of customised outputs.