crisp insights

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One of the most striking findings of #eDARTIPL24 is how little a team's success in the #IPL over the years seems to matter when it comes to building a customer franchise. Consider this, #MI and #CSK have between them won 5 of the last 6 IPLs overall, they have the same number of title wins yet, MI half as popular as Chennai; in fact, it has a lower fan-base that #KKR which has not won in a decade. Even stranger is the case of #RCB which has never ever won the IPL but is next only to CSK in terms of its fan-base! So is the #IPLfan indifferent to his team's performance? Is his loyalty steadfast and unwavering, immune to the team's win-loss record? Is the #IPL that rare career where just showing up and trying is enough to win rewards? Seems not. The same survey also shows how ups-and-downs in a team's performance (and there have been many in #IPL24) translates into increases and decreases in fan-following - in a very short time. You can follow this link to check out the full report https://lnkd.in/g7Vup-wc So what explains #RCB's huge following (especially in Bangalore) and #GT's lack of loyal fans inspite of winning the IPL? Flip side, does CSK's underwhelming performance this year mean it will see an erosion in its fan-base? I suspect not. There are many reasons why a fan latches on to a team, different influences, different triggers. Once chosen however, its a relationship, a deeply emotional connection that forms between fan and team. A team under-performing leads to the fan feeling let-down at that moment, but this bump in the relationship is forgotten by the time the next IPL comes. Infact, things like #Kohli leaving RCB or #Dhoni quitting the IPL (and CSK) is more likely to impact their fan-base than any heroics they manage to (or fail to) pull off in the rest of this season. Aman Makkar Tulika Sheel Ankit Makkar Gururaj Kulkarni Tanmay Jaswal Kumud Ghosal crisp insights Kadence International Mumbai Indians Chennai Super Kings Cricket Limited Royal Challengers Bangalore Gujarat Titans Delhi Capitals Rajasthan Royals Punjab Kings SunRisers Hyderabad Lucknow Super Giants Knight Riders Sports - Kolkata, Trinbago, Abu Dhabi and Los Angeles Knight Riders

Interesting to see a brand picking up the #IPL to advertise to a female audience. While Poulomi Roy justifies the choice purely as a media vehicle for the reach it offers, the #eDARTIPL24 suggests the IPL can do more. Women don't just make up ~20% of IPL viewers, they also make up 22% of IPL's #Superfans. Indeed, with 28% of women actively following the progress of the tournament, it offers a mass activation platform with an opportunity to build an engaging conversation over a 10 week period. Kumud Ghosal Tanmay Jaswal Gururaj Kulkarni Aman Makkar Ankit Makkar Tulika Sheel Kadence International. Subscribe to #eDARTIPL24 https://lnkd.in/gMr4NrdD https://lnkd.in/dTGpK_EB

A crisp new web presence fresh off the oven! https://crispinsights.io Four partners with varied expertise and the wisdom of over a 100 years of market research experience among them. Kumud Ghosal - expert in qualitative methodologies Tanmay Jaswal - expert in quantitative methodologies Ritesh Ghosal - expert in innovation in research design Gururaj Kulkarni - expert in research automation

In the high-stakes arena of the Indian Premier League (IPL), where hundreds of brands vie for consumer attention, the Day After Recall (DAR) research methodology is the ideal tool for testing advertising and sponsorship effectiveness. As teams clash on the field, advertisers compete in the equally fierce battleground for consumer attention and brand recall. The IPL’s massive viewership provides a unique challenge: ads must not only capture attention amidst the excitement but also resonate long after the stumps are drawn. This is where DAR shines. By assessing ad recall within 24 hours post-exposure, DAR offers invaluable insights into a brand’s logging a memory with the consumer, a crucial metric given the IPL’s saturated advertising environment. Other methodologies may offer real-time engagement metrics, but they fall short in measuring the sustained impact critical for long-term brand equity—essential in a landscape where brand associations with teams like Chennai Super Kings or Royal Challengers Bengaluru can influence consumer loyalty. For example, while click-through rates and conversions are pivotal for understanding immediate action, they don’t capture the consumer’s ability to recall a brand, associate any values with it, which is essential for sustained brand-building. A/B testing, another popular method, provides concrete data on audience preferences but lacks the longitudinal perspective that DAR offers. Similarly, econometric models and field experiments can link advertising efforts to sales, yet they may not fully account for the nuances of brand perception over time. And capturing long-term impact is key to assessing the IPL’s value since the ticket price makes it difficult to justify with only near-term sales impact. As many brands like TATA, DLF, Dream11and CEAT have shown, aligning with the IPL can catapult visibility. However, it’s the ability to remain in the consumer psyche, as measured by DAR, that truly determines a brand’s success in this dynamic tournament. In essence, DAR provides an assessment of the strategic edge a brand extracts in the IPL’s advertising league, ensuring that when the cheers subside, the brand message continues to echo in the minds of millions. #AdvertisingResearch #BrandEquity #DARMethodology #MarketingInsights #IPL

In the high-stakes arena of the Indian Premier League (IPL), where hundreds of brands vie for consumer attention, the Day After Recall (DAR) research methodology is the ideal tool for testing advertising and sponsorship effectiveness. As teams clash on the field, advertisers compete in the equally fierce battleground for consumer attention and brand recall. The IPL’s massive viewership provides a unique challenge: ads must not only capture attention amidst the excitement but also resonate long after the stumps are drawn. This is where DAR shines. By assessing ad recall within 24 hours post-exposure, DAR offers invaluable insights into a brand’s logging a memory with the consumer, a crucial metric given the IPL’s saturated advertising environment. Other methodologies may offer real-time engagement metrics, but they fall short in measuring the sustained impact critical for long-term brand equity—essential in a landscape where brand associations with teams like Chennai Super Kings or Royal Challengers Bengaluru can influence consumer loyalty. For example, while click-through rates and conversions are pivotal for understanding immediate action, they don’t capture the consumer’s ability to recall a brand, associate any values with it, which is essential for sustained brand-building. A/B testing, another popular method, provides concrete data on audience preferences but lacks the longitudinal perspective that DAR offers. Similarly, econometric models and field experiments can link advertising efforts to sales, yet they may not fully account for the nuances of brand perception over time. And capturing long-term impact is key to assessing the IPL’s value since the ticket price makes it difficult to justify with only near-term sales impact. As many brands like TATA, DLF, Dream11and CEAT have shown, aligning with the IPL can catapult visibility. However, it’s the ability to remain in the consumer psyche, as measured by DAR, that truly determines a brand’s success in this dynamic tournament. In essence, DAR provides an assessment of the strategic edge a brand extracts in the IPL’s advertising league, ensuring that when the cheers subside, the brand message continues to echo in the minds of millions. #AdvertisingResearch #BrandEquity #DARMethodology #MarketingInsights #IPL

#eDART #IPL24: A Joint Initiative of Kadence International and crisp insights Hundreds of brands today build their annual business plans around their association with the IPL. Several hundreds more try but are unable to justify the investment. And, in each of these brands’ organizations, there are arguments on whether the investment was worth it. Using the time-tested, day-after recall methodology to assess brands’ noticeability and impact, e-DART IPL’24 will inform these thousands of conversations with one key, objective piece of information – how many people saw the brand while watching the IPL? Kadence International and crispMR have jointly developed the e-DART methodology leveraging decades of experience in CATI and a deep understanding of the Indian market. #marketresearch #brandrecall #insights #mediaplan #RoI Tanmay Jaswal Kumud Ghosal Ritesh Ghosal Gururaj Kulkarni Aman Makkar Ankit Makkar Tulika Sheel Sachit Gupta Ankit Gupta

In crisp talks today, we explore the criticality of taking into cognisance the brand's frame of reference when framing questions for consumer research.

Crisp Insights Turns One!  Three individuals Gururaj Kulkarni, Kumud Ghosal and Ritesh Ghosal embarked on a mission to retrieve a voice for the consumer in marketing decisions. An eventful year later, its time to lick our wounds, celebrate successes and plan the future. I. Intent: Target Startups. More start-ups are born every year in India than kids in most European countries! Jumping into product development and market-launches without any consumer research, most disappear soon after. The promise of saving precious founders’ time and investors’ money through time and cost-efficient market research protocols we felt would find a ready market.  Outcome: Over 6-8 months, we realized it's a rare start-up that values a reality-check before securing a couple of rounds of funding.   Unintended Consequence: Established businesses, however, saw value in our proposition of time-efficient research and crisp recommendations. Marketing to a digital-first audience requires faster decision-making, resulting in businesses’ sacrificing the “voice of the consumer”; quick-but-never-dirty research designs offer a viable alternative. Plus, with digital media commanding an ever-larger share of budgets, the need for research protocols that can drive efficiency in digital marketing caught the attention of mature market research users. II. Intent: Leverage automation and AI to crash timelines for quantitative research. A lot of research briefs do not get executed because the decision-maker simply does not have the time to wait for the results. By automating research processes and using AI in analytics, we would bring down the cycle-time for quantitative researches.  Outcome: Crisp insights delivered at speed are super relevant, however, ensuring respondent quality via automated processes is a big challenge. Unintended Consequence:  Use of AI to speed up content analysis of qualitative research enabling quality with speed; affording the inclusion of actual “voice-of-consumer" replays in presentations have helped create a compelling proposition for clients short on time but used to quality.  III. Intent:  Develop business digitally. We built a website, nurtured a social presence, cold-called prospective clients in the start-up world. Outcome: Little business, even less income. Our conclusion was that start-ups, for various reasons, prefer to operate within their network of investors, advisors, mentors, etc.   Unintended Consequence: Our network - friends, ex-bosses, former clients, ex-colleagues, etc. kicked in by offering briefs and referring to their circle. Indeed, this anniversary post would not have been possible but for this precious network.    Lessons learnt, we step into our second year with referrals driving growth, repeat business kicking in and money in the bank. Illustration by Gauri Ghosal