At the IAMAI’s India Digital Summit 2024 held earlier this week in Mumbai, the Indian Socio-Economic Classification (ISEC) was much discussed. Central to this initiative is the COTN survey by senior researcher and founder-CEO/Editor of CVoter, Yashwant Deshmukh who is CEO, Dataeye Asia aimed at tracking consumer sentiments across the nation especially in digital consumption. To be conducted year-round in 11 Indian languages and commissioned by a leading media house.
The survey helps CMOs with two essential batteries: the COTN Economic Battery and the COTN Product Battery. The first COTN survey report is scheduled to be released this month (March 2024). Additionally, this will be the first ISEC-aligned initiative, the survey will introduce a media consumption tracker. More details on what COTN is all about is awaited, and this report will be updated thereafter.
The conversation led by Yashwant underscored the imperative for CMOs to embrace the transformative power of data analytics and new segmentation in navigating India’s dynamic media landscape. As evidenced by the early adoption of digital media in regions like Bihar and Uttar Pradesh, traditional media consumption patterns are in the midst of transformation. Deciphering and understanding India’s growth in the digital space requires advanced survey methods due to the complexity and dynamism of the Indian consumer landscape.
The summit highlighted ISEC’s potential with the debut of this study.