Market Research

The Smartphone Boom in India

India has about 600+ million mobile phone users with about 800+ million subscriptions (SIM Cards base). About, 60% of these users are in Urban India. Now, imagine converting all those mobile users to smartphone users. Thanks to its population, India is a huge market for smartphone manufacturers. In the coming 2 years, smartphone manufacturers look […]

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Entertainment in Television Advertisements

As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication:  Command Attention (Clutter breaking) ->  Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the […]

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Significance Testing

Significance Testing lies at the heart of all the inferences that we do from a sampling exercise. We always start with a ‘Null Hypothesis’ in the jargon. A test of significance is a test of that hypothesis. We analyse the data from the sample and try to estimate what would be the probability of getting […]

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AdStock GRPs

AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be […]

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