Mumbai: Ipsos India has announced the launch of Connected Communities. Ipsos ‘connected’ communities is an always on set of consumers specially recruited according to client needs with whom we can conduct multiple research projects over a period of time.
Ashwini Sirsikar, Group Service Line Leader, UU and SIA, Ipsos India said, “Communities is an exciting and new age solution from Ipsos. In today’s times when consumers are comfortable interacting and sharing their views on social media, communities is a way of tapping into that ecosystem. The need of the hour is for understanding the consumer while they are `living the moment’ and also track attitudes, experiences, and behaviors over a period of time. Our engaging and flexible online platform with its qual and quant capabilities does just that and helps in different stages of the research process like exploration, ideation, and optimisation”.
Maitreyi Mangrati, country service line leader (SIA) and executive director, Ipsos UU, elaborated about the launch: “We are providing qualitative and quantitative engagements in an online environment; and these communities will be customized to each client, which truly means, size of communities will be determined by the client specific ask – short term or long term – choosing pre-defined demographics (age, gender, SEC etc.)and customized to specific requirements… a completely custom offering.”
Providing more information on the workings and efficacy of Communities, Mangrati said, “Communities are built on human connections and marketers explore it for a multitude of reasons – to delve deeper to build on an idea, product, understand explore spaces etc.enabling brands to interact with consumers in real time, through collaborative environments.”
Vincy Jathanna, country service line leader, Observer,Ipsos India said, “The introduction of long-term communities will allow clients to run quick turnaround, high-frequency studies over a period of time consistently,by leveraging gamified rewards, brand testing, idea testing, and collecting actionable qualitative and quantitative insights.“
Further, Jathanna said, “Communities help increating a highly engaging environment using a multitude of activities like live chats, video sharing, blogs, discussions, diaries, opinion polls and surveys etc. thus providing “in the moment” context that represents true consumer sentiment.”
Jathanna summed up saying, “Creating a community is easy, managing one requires a lot of effort. But, when done right, it can transform the speed and quality of actionable insights.”
Ipsos India is creating communities for clients in FMCG, consumer durables, automotive, financial services, food and beverage, telecom, among others.