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How the World Cup Impacts Media Habits and Online Retail Behavior
Research Objectives
Understanding the customer
Their lifestyle, routine, aspirations and challenges
Their media preference
What do they watch/read/ listen to
Effect of World cup on media habits
Diagnostic evaluation of the campaign
Unaided and aided recall of campaign
What is working and what is not working. What is their brand perception now after seeing the ad
Understand the possible gaps (if any) and what can be done to plug in those gaps
Approach and Methodology
Mini Group Discussion
With 5 Respondents
2 Hours
At a central location
SAMPLE SIZE: 6 MGDs, 6 Kitchen Audits & 6 IDIs
MARKET: Gurgaon & Bangalore
Target Group
Gender : Males and Females
Age group : 21 - 45 years
21-35 years
36-45 years
Profession:
Male: Mix of Salaried and Business professional
Female : Mix of working and homemakers
NCCS : A1,A2,A3
Usership
Must be using internet atleast 3-4 times a week.
Must be a regular online shopper.
Must have shopped online at least once in last three months.
Mixed user of Amazon, Flipkart, Meesho, Nykaa etc.
Trendsetters Online: Gen Z and Millennials' E-Commerce Fashion Journey
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