“Affordable CPI with a quick turnaround time. This was a show-stealer! We are glad we met Merren”
- 300 Respondents,
- 5 days,
- 3 states
| Industry | Problem | Solution | Outcome |
| FMCG | How to run a quantitative survey with a target group of women between 25-45 in the lowest socio-economic groups in three Indian cities | A fully-automated WhatsApp-routed survey with rich media and language that successfully engaged with the target group | The company arrived at optimum pricing within the required time frame and budget |
The client problem
In October 2020, when the first wave of COVID-19 was wreaking havoc across the country, women in the age group of 25-45 the lowest socio-economic group, who have no online presence had to be reached in three different states. Immediate answers were required to arrive at optimum pricing for a new product to make a debut in the forthcoming festival season. The question was- how to engage with the target audience effectively?
The challenge ahead of us
Women in the 25-45 age group in the lowest socio-economic strata of the society, do not have an online presence. Further, they often shy away from face-to-face interactions. Offline surveys were thus ruled out because they were expensive and would not serve the purpose. Only a platform in their comfort zone, that would immediately engage with them and was easy to comprehend was the answer.
A solution that clicked
Keeping traditional survey methods at bay that were both time consuming and expensive, Merren zeroed in on WhatsApp – a platform that the ladies are familiar and comfortable with and enjoy short videos on. They also use WhatsApp to communicate with friends and family. Merren crafted a customised WhatsApp routed survey that comprised:
- A questionnaire in Hindi and English
- The Hindi version of the survey was accompanied by a voice recording that did not even need them to read the questions
- The questionnaire used three key parameters
- Replacement cost
- Intention to purchase (Sequential Monadic)
- Price sensitivity meter (Van Westendorp)
The survey immediately put the respondents in their comfort zone without invading their privacy. This easy to comprehend survey was supported by rich media, and even made reading unnecessary. Further, they felt respected and appreciated, as their opinions were being sought out and their experiences were given due credit.
How we did it
The survey went live in
- Two languages – Hindi and English
- The Hindi survey was accompanied by voice
- Between October 15th to 20th 2020
- In Bihar, Madhya Pradesh and Maharashtra
- The entire sample of 300 respondents was completed in 5 days
- Start rate was 60% and the completion rate was 70%
The numbers that spoke
The client arrived at a clear price point within the required time frame and budget before the festival season.
