Research Objectives
Drivers, motivations and interest areas
Hobbies, passion points like games, travel, music, sports. How this impacts their spending behaviour and what they spend on
Online footprint of key motivations
How are the phones/ laptops/ platforms/ social-media engaged with - learn, interact, follow, share practices
Passion points behavior & attitudes (including gaming and travel)
Media consumption habits
Tech usage patterns and screen-time
Financial drivers and motivations
Financial goals, how they spend, what apps and digital services they use for payments (accounts, credit card, buy-now-pay-later, digital wallets)
Money & finance behavior including products owned and used
Triggers & barriers to financial products usage, including loyalty and rewards
Financial behaviors and practices
Record, share, and interpret daily financial behaviors, the underlying motivations, the challenges, help needed
E-Commerce & Shopping
Interaction with and attitudes towards brands
Overall life and financial goals
Target Group
Males and Females
14-26 years
Student, YWA, Gig Workers
SEC – A1+/A/B/C
Approach and Methodology
Digital Diary
7 Days X 30 min daily
What’sApp
Play Group
2-2.5 hours
Virtual
SAMPLE SIZE: 36 respondents for Digital Diary & 1 Play group
MARKET: Mumbai & Delhi
Usership
Mix of affluent from generational wealth, affluent from personal income and Low or middle income who has made their wealth through entrepreneurship .
Have a large social circle.
Trendsetters- knowledgeable of the latest trends and keeps up to date with them
Regularly creating and sharing content to the public on social media
Must be doing online transaction
