Ep 42 : Arindam Som on How to Pivot Around A Critical Human Story to Maximize ROI; Emerging Market Research Techniques Using NLP, AI, BOTs to Study Consumer Behavior
Why every brand needs to pivot around a critical human story for the maximum ROI ?
\nWhat is Stories at Scale ? How to do Qualitative Research at Quantitative Scale ?
\nIs there a need to build new brands for expansions or extend existing brands to maximize efficiencies ?
\nArindam Som, answers the above questions as he talks of the jagged edges of market research. Arindam is a Founder at BrandEigen Insights & Analytics . He is ex-HUL, Unilever, GSK , Kantar, Nielsen.
\nPlease visit his firm at https://brandeigen.com/
\nYou may connect with him on Linkedin https://www.linkedin.com/in/arindam-som-b7924b4/
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nArindam believes that every brand needs to pivot around a critical human story for the maximum ROI. Any transition or any change in life is accompanied with some significant stories. Stories are expressions of some vulnerabilities, some unspoken ambitions. The transitions are about adoptions. Adoptions of categories, services, brands, a new behaviour or a new way of life. The methodology focuses on getting the most impactful story for the category or the brand adoption. The technique focuses on nudging people back to the moment or period when this adoption happened and ask them to narrate their story.
\nGetting a hang of the diversity of conversations at a large quantitative scale yet maintaining the depth of them as you do through qualitative research is one of the interesting challenges we have today. One\u2026 we know how people have made conversations their staple over WhatsApp. Hours are spent over WhatsApp every day. Two\u2026 at the same time, our friends from the AI & NLP front have enabled Q&As through intuitive understanding of human language. Three\u2026 we in Market Research know how large-scale survey data is becoming less credible due to non-availability of people\u2019s time and the high claim culture of certain countries. As a result, lot of us believe that implicitly derived scores are far more actionable than the lame duck claimed scores. . The methodology focuses on collecting large volumes of stories automated by effective BOTs & NLPs within WhatsApp conversational chats. Its Qual Research @ Quant Scale.
\n00:00 Introduction to Arindam
\n00:46 Cutting Edge Ideas at MRSI (Market Research Society of India)
\n08:31 Moments or Critical Incident Technique (CIT)
\n20:00 Stories at Scale, Learnings from Fintech
\n27:00 Caselet : Use of CIT for Saridon
\n29:44 Caselet : GSK - Extending Old Brands or New Brands for New Spaces
\n38:50 Talent Show - Song in Bengali by Arindam
\n39:40 Rapid Fire - Personally Speaking with Arindam
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\n#marketresearchtechniques #marketresearchmethodology #consumerbehavior
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