A day after being taken over by Sandeep Goyal
, Rediffusion Brand Solutions has announced the launch of a specialised consumer research and analysis wing called Rediffusion Consumer Lab (Red Lab).
This dedicated unit will specialise in consumer understanding, consumer behaviour and trend spotting to help brands with actionable business intelligence.
Diwan Arun Nanda, chairman, Rediffusion Group, said, “I have always believed in the power of brands, and brand building is all about looking beyond the short term and focussing on the long term. It involves understanding consumer behaviour and sometimes, even changing consumer habits. That’s possible only through actionable, data-backed intelligence and not loose assumptions and vague gut feelings. And Red Lab will be that voice of wise counsel for our client partners and prospects."
Sandeep Goyal, MD, Rediffusion Brand Solutions, said, "This was a clear priority area so far as I was concerned. In the olden days, sailors looked at stars and constellations to navigate their way around in the high seas. To tide over the choppy waters of a hypercompetitive market, brands too need guiding stars and accurate category, market and consumer information can be those guide-marks for brands. Besides, right from my Airtel and Mogae days, I have been a strong advocate of data-based marketing and this is a step in that direction from Rediffusion.”
The team at Red Lab will be reporting to Navonil Chatterjee, joint president, Rediffusion.
Chatterjee said, "Think of it as a first step towards brand consultancy. We already had some fantastic brand workshopping and creative ideation tools and techniques. Coupled with that, this consumer intelligence gathering wing will help us further in spotting trends and insight mining, and we sincerely hope that we end up mining gold here!”