Research should lead to knowledge. Knowledge leads to learnings. Learnings are needed to craft effective business strategies. With terrabytes of information being produced, created and recreated everyday, one needs be able to comb through all that is available, collect what is relevant, sort out and sieve as per the query, make sense by connecting the dots and make it actionable knowledge for the enquirer. At Insights & More, we have evolved it into a fine art. Test us with your most arduous business query !

Understanding  the  Context  of  Business  

Context matters. How you see a piece of information depends on which lens you use to decode it. At Insights & More, we give you the view from all possible lenses. The social, the economic, the cultural, the political and the technical lens.

Image  courtesy  :  h8p://www.adexchanger.com/comic-­‐strip/adexchanger-­‐context-­‐ma8ers/  

Some  Ques@ons  that  we  ask  on  your  behalf  in  Context  Research  

POLITICAL   Is  the  place  of  ac@on  a  monarchy  or  democracy  ?  Is  it  one  that  has  high  ins@tu@onal  trust  or  low  ins@tu@onal  trust  ?  Is  there  corrup@on  ?  Is  the  person  bigger  than  the  process  ?

ECONOMICAL What’s  the  level  of  income  of  people  ?  Is  there  a  high  GINI  coefficient  ?  Is  there  high  income  polarity  or  is  there  a  large  and  growing  middle  class  ?  What  is  the  sizing  ?

SOCIO-­‐CULTURAL What  are  the  kind  of  interrela@ons  that  people  have  ?  Hostede’s  model  ?  Said  and  unsaid  cultural  norms  ?  Symbolism  ?  In  the  context  of  the  brand  and  category  what  are  the  acceptable  and  unacceptable  behaviours  ?  Influences  of  poli@cs  ?  Religion  ?  Race  ?  

TECHNICAL   What’s  the  stage  of  the  country  in  its  technological  evolu@on  ?  Is  it  dependant  on  a  single  set  of  technical  know  how  or  there  is  a  well  diversified  set  of  technical  know-­‐hows  ?  

DEMOGRAPHICAL   What’s  the  age  structure  –  young  or  aging  ?  What’s  the  educa@on  level  ?  Status  of  women  ?  Literacy  and  quality  of  literacy  ?  Quality  of  work-­‐force  ?  

Impact  of  this  Analysis..  AREAS  OF  UNDERSTANDING IMPACT POLITICAL  Is  it  s  monarchy  or  democracy  ?  Is  it  one  that  has  high  ins@tu@onal  trust  or  low  ins@tu@onal  trust  ?  Is  there  corrup@on  ?  Is  the  person  bigger  than  the  process  ?  What  are  the  religious,  ethnic  affilia@ons  of  people  and  how  does  that  impact  society  ?  

Ins@tu@onal  Trust  means  there  is  a  need  to  seek  ins@tu@onal  sanc@on  for  people  to  have  trust  in  your  brand.  Democracy  or  instances  of  uprising  means  people  have  low  trust  in  ins@tu@ons.  

 ECONOMICAL  What’s  the  level  of  income  of  people  ?  Is  there  a  high  GINI  coefficient  ?  Is  there  high  income  polarity  or  is  there  a  large  and  growing  middle  class  ?    What  are  the  sources  of  wealth  ?  

 Polarized  income  means  that  it  may  alienate  one  sec@on  of  the  popula@on  completely.  An  aspiring  middle  class  means  @ering  of  product  proposi@on  is  possible  –  there  will  be  value  seeking  behavior.  

 SOCIO  CULTURAL  What  are  the  kind  of  interrela@ons  that  people  have  ?  Hostede’s  model  ?  Said  and  unsaid  cultural  norms  ?  Symbolism  ?  In  the  context  of  the  brand  and  category  what  are  the  acceptable  and  unacceptable  behaviours  ?  

 Highly  collec@ve  socie@es  means  there  is  a  high  scope  of  advocacy.  Highly  contextual  society  means  the  communica@on  has  to  be  contextual  and  not  direct.    

Impact  of  this  Analysis  

AREAS  OF  UNDERSTANDING IMPACT TECHNICAL  What’s  the  stage  of  the  country  in  its  technological  evolu@on  ?  Is  it  dependant  on  a  single  set  of  technical  know  how  or  there  is  a  well  diversified  set  of  technical  know-­‐hows  ?  

Indicates  use  of  technology  in  brand  communica@on.  Mobile,  Search,  Social  Media  all  start  to  play  an  important  role.  Also  a  popula@on  with  high  technical  educa@on  will  tend  to  evaluate  brands  more  ra@onally  vs  emo@onally.  

DEMOGRAPHICAL  What’s  the  age  structure  –  young  or  aging  ?  What’s  the  educa@on  level  ?  Quality  of  educa@on  ?    Status  of  women  ?  Quality  of  work-­‐force  ?  Sex  ra@o  ?    

Young  means  new  hopes  and  aspira@ons,  explora@on,  how  to  live  with  the  conflict.  Brand  has  to  cater  to  this  image.  Aging  means  reconciling  with  new  trends,  health-­‐friendly,  food,  leisure  etc  have  to  customized.    Status  of  women  is  cri@cal.  Women  are  the  advocates  of  brands.    If  the  TFR  is  high,  child  friendly  products  have  a  large  market.

Connec@ng  the  dots  reveals  new  insights  and  meaning...    

ENQUIRY  

Demographic  truths  

Poli@cal  governance  and  Ins@tu@onal  landscape  

Social  codes  of  conduct  ,  

Religion  and  symbolism    

History  and  evolu@onary  

truths  

Economic  evolu@on  and  economic  

infrastructure  

Psychological  and  

Neurosciences  Based  truths    

Literature  and  Contemporary  

Films    

The  Pinwheel  Model  of  EnquiryTM  

Technology  

Category  Landscape  

Demographic  truths  

Poli@cal  governance  

and  Ins@tu@onal  landscape  

Social  codes  of  conduct  ,  Religion  and  symbolism    

History  and  evolu@onary  

truths  

Economic  evolu@on  and  economic  

infrastructure  

Psychological  and  

Neurosciences  

Based  truths    

Literature  and  

Contemporary  Films    

What's  the  poli@cal  system  and  how  is  it  evolved  ?  Therefore  do  people  trust  ins@tu@ons  ?  Or  they  engage  in  more  primi@ve  forms  of  societal  conduct  ?    

What  are  the  social  codes  of  conduct  ?  Any  info  from  Hofstede’s  model  ?  Impact  of  religion  on  community  ?    What  are  the  popular  symbols  and  their  meaning  ?    Unsaid  norms  ?  

Evolu@on  of  the  community  or  society  in  context  ?  What  are  unsaid,  cultural  norms  and  impact  on  the  category  under  study  ?  

Evolu@on  of  country’s  economy  ?  Key  indicators  like  GDP  per  capita,  GINI  coefficient  rela@ve  to  more  developed  or  less  developed  countries  ?  Source  of  wealth  ?    

Propor@on  of  youth  in  work  force,  status  of  women  and  TFR,  literacy  and  quality  of  literacy  and  current  demographic    trends,  genera@onal  issues  if  any.      

Contemporary  literature  and  films  are  talking  about  which  issues  ?  What  themes  are  resona@ng  with  the  target  audience  ?    

Check  psychographics,  psychological  truths  about  the  target  audience  and  how  it  can  be  explained  using  neurosciences  theories    

Technology  

Impact  of  technology  on  that  category  in  that  country  ?    

A  typical  inves@ga@on  plan  for  a  category  using  the  Pinwheel  ModelTM  

Category  Landscape  

Demographic  truths  

Poli@cal  governance  

and  Ins@tu@onal  landscape  

Social  codes  of  conduct  ,  Religion  and  symbolism    

History  and  evolu@onary  

truths  

Economic  evolu@on  and  economic  

infrastructure  

Psychological  and  

Neurosciences  

Based  truths    

Literature  and  

Contemporary  Films    

Technology  

A  typical  inves@ga@on  plan  for  a  category  using  the  Pinwheel  ModelTM  

Look for key trends – it should borrow from more than one pinwheel. The ones with conflict are the richest insights for communication and marketing. Opposing forces fan that insight or trend and make it stronger. Try to construct the following sentences to predict trends.. “If x and y are true, its likely to ….. “ “While X is true, the opposite side of X is this..” Look for stories…

Demographic  truths  

Poli@cal  governance  

and  Ins@tu@onal  landscape  

Social  codes  of  conduct  ,  Religion  and  symbolism    

History  and  evolu@onary  

truths  Economic  evolu6on  

and  economic  

infrastructure  

Psychological  and  

Neurosciences  

Based  truths    

Literature  and  

Contemporary  Films    

Connect the dots to reveal trends. Check hypotheses with consumer data.

TREND  1  TREND  2  

TREND  3  

Stories  to  Look  for..    

Ø The evolution story Ø The conflict or dilemma story Ø The resolution story Ø The what’s common story Ø The compare and contrast story

We  present  the  stories  to  our  clients  as  

If you believe in leveraging information to arrive at better business decisions, contact Insights & More

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