We are a motley group of people with a vibrant mix of youth and experience amongst our ranks, possessing a wide range of skill-sets and training. We are researchers, designers, statisticians, economists, ethnographers hailing from diverse backgrounds. We draw on each other’s talents and capabilities to conceptualize solutions to complex problems and deliver them in the simplest, most impactful manner.

Our expertise lies in the field of forward-looking consumer understanding, be it through segmentation, pricing, forecasting, branding, communication, or product testing. We regularly work with the best minds in academia and technology globally to ensure that our solutions are founded on proven principles and are applied creatively to anticipate the future. We apply cutting edge and latest analytical thoughts, processes and models – from picture recognition to social media analytics to neural networks and agent based modelling – to System-1-inspired methods of consumer engagement. We are constantly validating, challenging, and recasting our own work, in order to keep up with the demanding and ever-changing nature of the times we live in.

Our solutions are flexible enough to adapt themselves to various sectors like FMCG, auto, durables, financial services, telecom etc. They have been used to frame and execute successful strategies across companies and sectors, both in India and globally.

Communication creation and delivery provides the glam quotient in brand marketing. It is the most visible, plays an unarguably crucial role in moulding brand perceptions and establishing its positioning, and is widely perceived to be the most difficult of all the elements to get right.

For decades, researchers, advertisers and creative teams have struggled to understand what makes any campaign appealing? Which parameters are best indicators of its positive impact? How to measure this?

Most conventional ad pre-testing exercises turn into a memory game for the consumer. She is expected to give the ad her entire focus, then recall it with near perfection and finally rate it on a host of metrics. Needless to say, it is an overdrawn, artificial exercise.

Kantar IMRB’s Spotlight is based on the belief that there is one overriding consideration for any ad to do well – does it evoke an emotion? Instinctive, System 1-led response to any communication is central to communication performance. Nail that, and the communication will lead to the desired impact

The key sub-construct is ‘attractiveness of the brand’, and not purchase intention. Often, the ad’s remit is to ‘create a positive impression’ for the brand.

The Spotlight Way

There is no clutter reel, the cornerstone of conventional ad pre-testing. Spotlight follows a simple but effective process:

• Expose ad
• Capture recall and emotional reaction
• Deeper diagnostics, including eye tracking

Specialized Bayesian Belief Network analysis is conducted on ‘emotional reaction’ data to identify & leverage the most effective route to ad likeability. Spotlight also provides a ‘flow of interest’ analysis – derived using moving clips, to identify peaks and troughs of interest, for effective placement of brand elements and to help give recommendations for shorter edits.