A consumer research conducted by BBC World brought forward some interesting observations. Understanding how focus groups and in-depth interviews could take us further was another research point. The study showed that consumers value all forms of media and communication is all about understanding the consumer’s need and is also about relationship management.
Srilekha Agarwal, Director, Quantum Market Research, said, “Communication is like the seventh sense. Trends in communication show that it knows no horizon and is omnipresent, it cannot be avoided simply because it’s present everywhere.” Research shows that consumers are impacted by the trends around them and there is a dramatic change in the value system, there has specially been a change in the way consumers look at themselves.
There has also been a change in what news viewers consume. Viewers prefer happy news to scams. Another trend observed in communication is that increasingly celebrities are being created and they celebrities are not distant anymore but are being brought home.
The complexity and dynamism of media creates its own imperative and each media carries its own set of experience, which profoundly influences consumer interaction. It also creates its own relations and evokes different levels of intensity depending on consumer needs. The impact of a medium needs sensitive probing and in-depth understanding; thus, the meaning and life space occupied by the medium may not always be reflected.