Aegis Media has launched its proprietary research based tools Consumer Connections System (CCS) and Outdoor Consumer Surveys (OCS) in India. According to Aegis, the tool was originally launched 12 years ago in the UK, and is now available in more than 40 countries covering over 250,000 respondents accounting for over 90 per cent of global advertising expenditure. In APAC, CCS is currently active in China, Australia, New Zealand, Japan, South Korea, Thailand, Malaysia, Singapore and now India.
Ashish Bhasin, chairman India and chief executive officer, South & South East Asia, Aegis Media, said, “We are delighted to launch the Consumer Connection System in India. CCS is based on a communications, lifestyle and product survey conducted across 18 towns and cities across SEC A,B,C and D thus making it the most in-depth tool available in the country. It facilitates the consumer-centric philosophy that we apply to strategy and communications. This is combined with insight into our clients’ brands and categories making bespoke consumer segmentations truly actionable through communication. This is the largest research of this nature (9000 respondents) in India with a global footprint and will aid marketers in Intergrated Communication Planning (ICP).”
Bhasin added, “This research measures aspects like Generic Channel Involvement across 39 touch points (Bought, Owned and Earned) addressing questions on recency of consumption, level of interest/enjoyment, level of attention paid to the touch-point, level of engagement with the touch-point etc. Apart from this, it goes further into understanding the category-specific channel involvement across 61 touch-points (Bought, Owned and Earned) answering queries like action as a result of noticeability and What channel facilitated post engagement to name a few. Specifically on the digital space and e-commerce which has been an area of added focus for the research, the research shows a growing role for e-commerce in the market."