Aegis Media Launches India’s first Global Single Source Consumer Behavior Study

Mumbai: Aegis Media, one of the largest global media networks, has launched its proprietary research based tools Consumer Connections System (CCS) & OCS in India, today. Originally launched 12 years ago in the UK, CCS has now expanded globally and is available in 40+ countries covering over 250,000 respondents accounting for over 90% of global advertising expenditure. In APAC, CCS is currently active in China, Australia, New Zealand, Japan, South Korea, Thailand, Malaysia, Singapore and now India.

CCS is the broadest and most in-depth single source of media, marketing and consumer targeting data in the world and will provide India and Aegis Media clients, actionable insight into communication usage and engagement across bought, owned and earned digital, experiential and media channels. The investment in the tool stems from a belief that digital is changing everything, and, crucially, contributes to the way advertisers put an understanding of how consumers think and behave at the heart of everything they do.

With a focus on digital, this is the first study to have a significant focus on the digital touchpoints and e-commerce which is on a growth spurt in India. In-depth information is available for the first time in India through CCS which is capable of evaluating the comfort of the consumer with e-commerce.

CCS is owned by Aegis Media and gives the agency and their clients a valuable insight into how today’s consumers choose & use media in our rapidly changing world. In the new era of media, CCS and OCS help to create powerful connections between our client’s brands and their most valuable consumers.

Speaking on the launch, Ashish Bhasin said, “We are delighted to launch the Consumer Connection System in India. CCS is based on a communications, lifestyle and product survey conducted across 18 towns and cities across SEC A,B,C & D thus making it the most in-depth tool available in the country. It facilitates the consumer-centric philosophy that we apply to strategy and communications. This is combined with insight into our clients’ brands and categories making bespoke consumer segmentations truly actionable through communication. This is the largest research of this nature(9000 respondents) in India with a global footprint and will aid Marketers in Intergrated Communication Planning (ICP).”

Speaking further on the robustness of the system, Ashish added “This research measures aspects like Generic Channel Involvement across 39 touch points (Bought, Owned & Earned) addressing questions on Recency of consumption, Level of interest/enjoyment, Level of attention paid to the Touch-point, Level of Engagement with the Touch-point etc. Apart from this it goes further into understanding the Category Specific Channel Involvement across 61 touch-points (Bought, Owned & Earned) answering queries like Action as a result of noticeability and What channel facilitated post engagement to name a few.

Specifically on the digital space and e-commerce which has been an area of added focus for the research, the research shows a growing role for e-commerce in the market and early studies suggest that of the 18% of the population (amongst SEC ABC) who have accessed internet, 40% of them have bought something in the last 12 months , 48% regularly research / look for products online.

Thus demonstrating a rapidly growing role for e-commerce in the country which will demand a new way of communicating to and converting the potential consumers.”

CCS talks to 125,000 consumers in the APAC region and over 250,000 globally. In India, just 9,000 consumers have already been spoken to, in depth. The continued roll-out of CCS across the region and our global network guarantees consistency of Research and Insight throughout all of our work. CCS also ensures Aegis Media delivers global consistency.

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