MarTech: Using consumer insights for great business decisions

Ankit Prasad, Bobble AI; Manik Nangia, MaxLife Insurance; Sumeet Singh, Info Edge; Zubin Dubash, Shemaroo; and Yaquta Mandviwala, Bain & Company; discuss integrating consumer insights into strategy

e4m by Nafisa Shaheen
Updated: Aug 28, 2019 10:47 AM

The exchange4media MarTech conference and Expo held on August 23 at the Leela Ambience, Gurugram, saw a huge turnout of marketers and techies from all over the country.

A session on ‘Using Consumer Insights for Great Business Decisions’ was held with Ankit Prasad-CEO & Founder, Bobble AI; Manik Nangia, Senior Director & Chief Operations Officer, MaxLife Insurance; Sumeet Singh-CMO at Info Edge India (Naukri, 99acres, Jeevansathi, Shiksha); Zubin Dubash-COO, Digital, at Shemaroo Entertainment Limited; as speakers and Yaquta Mandviwala- Partner, Bain & Company, being the moderator.

Mandviwala set the agenda of the panel discussion by focussing on what are the core consumer needs that companys need to fulfil. Consumer insights drive marcomm, but they can also drive business results. The participants discussed:

  • How to leverage consumer insights for agile and effective decision-making
  • How to identify great insights
  • How to integrate consumer insights into strategy.

Mandviwala asked the panellists, ‘what is the biggest change they have noticed in consumer behaviour?’ Prasad replied, ‘Technology is changing constantly and with the advent of start-ups , we are ready to take changes.’ Dubash added,” Change is the new constant.”

“Voice, video and vernacular are the trends right now”, said Mandviwala. On how do marketers use consumer insights, she added, “It’s now about observing and studying consumer behavior.”

Unless you go and start talking to consumers, you don’t get to know all the ‘whys,’ Singh added.

“Expecting a solution from users is not right, its better we come up with our technology and find a solution,” Prasad concluded.


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