Top Story


Home >> Media - Others >> Article

BBC to unveil research on the ‘Global Indian’

Font Size   16
BBC to unveil research on the ‘Global Indian’

BBC World is conducting a detailed research project on the attitude, behaviour and media consumption patterns of the ‘global’ Indian, which will be accessible to media planners, account supervisors and MNCs planning to set up shop in India.

On the research’s objective, Jeremy Nye, Head of Research and Planning, said, “India is such a dynamic market that everybody is interested in knowing what are the psychographics that truly define the global-minded Indian.”

Nye added that this could be a good tool for the international companies planning to set up shop in India or for the media planners, who are constantly monitoring the media consumption habits.

Dezma De Melo, Senior Research Manager, said that the research was being conducted in three phases. “The first phase was the exploratory one, which involved six metros and the second phase involves sizing global Indians and profiling them, which will be covering the top eight metros. The third phase will be profiling international business travelers,” she elaborated.

DeMelo further said that the results of the second phase, being conducted by Neilson, would be available by October. The first phase of the research was conducted by Shaman Marketing. She, however, added that BBC World was yet to finalise the agency that would handle the third phase of the research.

Nye said that the research was a mix of qualitative and quantitative method. “While an open ended questionnaire was used to conduct the qualitative research, for the quantitative study, the questions were on a three-point scale, which was administered to 5,000 people,” he said.

Though the survey was conducted in India, at a later stage BBC World was also looking at profiling NRIs, he added.

Asked if BBC World would be conducting a larger research profiling psychographics of other Asian countries, Nye said, “We just thought of it as an Indian study initially, because we found that there is no other market which is more dynamic than India. However, we believe now that profiling other countries can be an exciting feature. One of the markets that we could consider for studying would be the US market, which is as dynamic as the Indian one.”


Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.