UTV Bindass and Synovate jointly presented a study recently that was aimed at understanding the Indian youth, their relationship with brands and social media activities. Ravi Dixit, VP-Research & Strategic planning, UTV Broadcast, shares more on this study…
The definitive research to understand Indian youth was launched across six cities – Mumbai, Delhi, Bangalore, Ahmedabad, Lucknow and Indore – and a combination of methodologies were deployed to understand youth in their natural environment and not in a laboratory environment of FGDs only. Further, there were methodologies that targeted the introverts so that their voice could also be heard and to understand how and where they got their motivation and how they differed from the extroverts that are easy to target.
Elaborating on the research, Dixit said that the results would be shared with agencies and clients through personal interactions, where the key findings would be shared with them. “Presenting it at the MRSI Seminar was also one such effort at disseminating the findings and methodology of the research. Key findings of the research were also shared with the industry during the inaugural Youth Marketing Summit held in Delhi on January 28, 2011, and more such industry forums will be utilised to share the award winning research with the industry and interested public at large including academicians and students. We are also looking at publishing the findings into a book, but that is still in the design phase.”
The research paper had been selected for the session on Creativity in Qualitative Research at the second MRSI Qualitative Seminar and has won in the same category.
The qualitative research study involved 230 individuals. Dixit further said, “In terms of qualitative study, it is one of the largest studies that were presented in the MRSI Seminar and only top six were chosen to present their research paper at the seminar.”
The study was solely focused on urban Indian youth between the age of 15 and 24 and they were mapped on the following parameters:
• Media & Entertainment
• Lifestyle and Fashion
• Sex and Relationship
• Sports and Accessories
• Health and Fitness
According to him, the biggest challenge was to talk to the TG in its natural environment so that they were closest to their natural behaviour and could be observed correctly, “giving us game changing into their lives that other researchers cannot get. Giving us the leadership in understanding Indian youth”.
He further said, “The research team at Synovate did a great job in conducting this survey and used all their expertise and experience ensuring the highest quality of research and access to youth.”
When asked how the study planned to remain up-to-date and relevant, Dixit replied, “The study and its methodology was judged to be the best at the MRSI seminar by professionals representing the biggest marketers in the country, therefore, it does measure up to the industry standard as being relevant and cutting edge. Researching youth for the last four years have given us the required expertise to keep our ears close to the ground and understand the youth TG in its entirety.”