Top Story

e4m_logo.png

Home >> Marketing >> Article

Pathfinders launches the fifth edition of P:SNAP

21-July-2005
Font Size   16
Pathfinders launches the fifth edition of P:SNAP

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.