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Tag: Hansa Research

  • Amitabh Bachchan, Allu Arjun & Samantha Prabhu top entertainment

    Hansa Research: Trends that Ruled 2022

    By Our Staff

     

    Hansa Research, a consumer insights and market research company, has tabled a report with Trends that Ruled 2022 in various sectors. The multinational company headquartered in India with presence also in USA, Singapore, Germany, New Zealand and Bangladesh, tracks down the top trends of 2022 in the entertainment, banking & insurance, shopping & travel sectors.

     

    Entertainment Trends

    As per the Brand Endorser Report 2022 of Hansa Research, Amitabh Bachchan was the most recognised celebrity in India. He surpassed many popular young actors in terms of recognition. In the sports sector, Sachin Tendulkar emerged as the number one celebrity. In 2022, these veterans were preferred by brands for endorsements as they are perceived as trustworthy, relatable and likeable.

    In the category of south Indian celebrities, Allu Arjun and Samantha Prabhu were the most recognised owing to the rise in viewership of OTT platforms. YouTube viewership also increased, making Bhuvan Bam the most recognised influencer. They set an example of how good content and performance are enough to create an impact.

    Along with big names, big screens also made a comeback in 2022, with more people preferring to watch cricket on a bigger screen. People chose Smart TV to enjoy cricket on Hotstar. TV viewers also favoured HD viewership to enhance their experience.

     

    Banking & Insurance Trends

    Trust and customer support dominated the trends in the banking and insurance sector. According to the findings of Digipay Customer Experience Score (CuES) 2022 by Hansa Research, customers focused on security, privacy and support from banking digital payments apps instead of settling for non-banking digital payments apps. GenZ and Millenials emerged as frequent but not loyal users of digital payment apps.

    Based on the Insurance Customer Experience Score (CuES) 2022 by Hansa Research, HDFC life and ICICI prudential life became popular choices among customers. People have favoured brands that provide a better purchase, dealing, and advisory experience.

     

    Shopping Trends

    Online shopping remained highly popular during the festive season, even when physical stores also offered sales and discounts, as per the Customer Sales Survey Report 2022 by Hansa Research. Mobile phones topped the list of the most purchased products followed by shoes and electronic accessories. Interestingly, people favoured buying books online and offline equally.

    Customer experience became key to enhancing the shopping experience. Many brands considered customer feedback to improve their products and services.

     

    Travel Trends

    According to a survey by Hansa Research on behalf of Norwegian Cruise Line, Cruise holidays emerged as the top family travel trend, with 8 out of 10 families planning a cruise vacation abroad in the next year. 79% of people want to make up for the time lost during the pandemic and go on a vacation with family in times to come. 89% believe that spending quality time with family is essential for holistic well-being.

    69% of travellers focus on value and intrinsic pricing while 61% consider easy access to attractions and activities while travelling.

     

  • The report covers over 550 celebrities across various domains

    Allu Arjun & Samantha top Hansa Research’s Brand Endorser

    By Our Staff

     

    As per Hansa Research’s Brand Endorser Report 2022, Allu Arjun and Samantha Ruth Prabhu are the top ranked southern male and female celebrity. While Allu Arjun has beaten the likes of Vijay and Suriya in list, Samantha rules as the leading actor and has left behind some popular names such as Rashmika Mandanna. As per the report, Allu Arjun is also the only southern celebrity who has made it to their All India Top 10 celebrity list.

     

    Brand Endorser is a report of a research conducted across 36 Indian cities. As per the syndicated study, Allu Arjun is the most recognised actor in the South with a recognition score of 85%. He is perceived to be popular, likable, youthful, influencer, bold and a social media celebrity as well. These factors make him a compelling brand ambassador for a range of products.

     

    Commenting on the report, Praveen Nijhara, Chief Executive Officer – Hansa Research, said: “Our study Brand Endorser is a holistic and comprehensive assessment of the value that an endorser brings to a brand. The study aids marketers to take informed decisions and improve the overall return of investment (ROI) in celebrity engagement. Due to the pandemic and rise in OTT viewership, many south actors got more national recognition. This is clearly reflected in our All India ranking where Allu Arjun also features in Top 10 along with the likes of Virat Kohli, Amitabh Bachchan and Shah Rukh Khan.”

     

    The celebrities are ranked as per the Brand Endorser (BE) Score results. They are tracked on various metrics like likability, social media influence, perception, marketing potential, recognition etc. which make up their final BE Score. According to the report, Amitabh Bachchan has topped the overall list as the most recognised celebrity in the country with a very high All India Rank. Bachchan leads among the likes of MS Dhoni, Virat Kohli, Akshay Kumar, Shah Rukh Khan, Salman Khan, and other favourites who are younger than him and perhaps more active in their respective fields.

     

    Here is a brief snippet of other key findings from different categories of the Brand Endorser report:

    :: Sachin Tendulkar leads over MS Dhoni and Virat Kohli in the sports category

    :: Kapil Sharma is the most popular TV star male celebrity

    :: Mouni Roy is the most popular TV star female celebrity

    :: Bhuvan Bam tops the social media list amongst other key influencers

     

  • Prior to this, he was with Kantar as Executive Director and Head of Media (South Asia)

    Hansa Research appoints Sandeep Ranade as EVP & Quantitative Research Head

    By Our Staff

     

    Hansa Research, the market research agency, has appointed Sandeep Ranade as Executive Vice President (EVP) and National Head of Quantitative Research

     

    Commenting on Ranade’s appointment, Praveen Nijhara, Chief Executive Officer (CEO), Hansa Research said: “We are pleased to welcome Sandeep to our organization. His vast experience will further help advance our research expertise and deliver more valuable insights to our clients. I’m confident he will play an important role in Hansa’s growth in the coming years.”

     

  • As per the 2021 report of IPLomania, 60 matches were played wherein a whopping 219 brand variants across 117 brands appeared during the matches

    Hansa Research launches IPLomania 2022

    By Our Staff

     

    Hansa Research, consumer insights company, has launched IPLomania 2022, a syndicated study that captures insights about the advertised brands during the IPL tournament. IPLomania will track brands on a daily basis and understands return on investment among other things. It will also track the popularity and loyalty among fans for different teams and players.

     

    According to the previous reports of IPLomania, Rohit Sharma’s reliability in the Indian team as well as his leadership qualities helped him reach the top position in the favourite player category for three consecutive years while Virat Kohli came second and MS Dhoni was third.

     

    Commenting on the significance of the report, Praveen Nijhara, CEO, Hansa Research, said: “With sports marketing gaining prominence year on year, studies like IPLomania helps to provide a thorough analysis on the impact each brand creates in the viewers mind. We have been tracking brands, players, teams during the Indian Premier League (IPL) for over a decade now through ‘IPLomania’. We are extremely proud of the fact that our syndicated study has emerged as a guide for Indian brands and marketers, especially when it comes to understanding the efficacies of their ad spends during this highly popular tournament.”

     

    As per the 2021 report of IPLomania, 60 matches were played wherein a whopping 219 brand variants across 117 brands appeared during the matches. Nearly 13,85,103 seconds were consumed by these 117 brands, which is a  growth of a whopping 36.64% from 2020. The revenue perception model will probably change in 2022 and brands can learn and fine-tune their brand strategies by recapturing the branding and advertising developments from IPL 2021.

     

  • A syndicated study to track brand performance during IPL

    Hansa Research launches IPLomania 2021

    By Our Staff

    Hansa Research has launched syndicated study IPLomania to delve into brand performance. It will measure the returns on the advertising investments in terms of the recall of brands / ads.

    Said V Sudarshan, Sr Vice President, Hansa Research: “Last season saw a plethora of start-ups filling in for the usual IPL advertisers.  This season too we have some of them continuing.  The uplift that IPL gives to a brand is unparalleled and that is the main reason for this big pull. When contacted potential viewers of IPL last week, we noted that viewers are thrilled that the IPL is back in such a short period (six months) and are waiting for the season to begin.  The fact that the viewers cannot participate on the ground was not a deterrent for them nor was the fact that their favourite team will not be playing on their home ground. The IPLomania subscription this year has been a big plus for Hansa Research too. A lot of brands want accountability for their IPL spends and are investing on research to answer their queries.  IPLomania this season promises not just the research findings but have tied up with partners to help ecommerce and digital players with their own and their competition app reach and usage behaviour.  Along with this the study also help brands understand efficacy and visibility on their IPL team sponsorship spends.”

     

     

  • In 2019 and 2020, Hansa Vision has not bought any advertising time from Republic TV, asserted the statement

    Hansa clarifies on Republic payments

    By A Correspondent

     

    We’ve held back on the communiques that we have received around Hansa in the past. But this one is important. Hansa Research has stated that it has had no business dealings with Republic TV and no payment has been made to the channel nor received from the channel. This was in response in a statement reported in the media, where the Mumbai police has alleged that Hansa Research has made a payment of Rs 32 lakh to Republic TV which is incorrect.

     

    Said Shekar Swamy, Group CEO Hansa, in the statement: “Our group company Hansa Vision India Pvt Ltd is in the advertising business. It purchases advertising time and space in various TV channels, newspapers, radio, digital platforms, and other media regularly for its clients. This is normal, routine business. The last time Hansa Vision has purchased advertising time in Republic TV was two years ago for the period from Sept 2017 to Oct 2018 for a value of Rs 108 lakhs. The Mumbai Police is perhaps incorrectly linking this with the current TRP related investigation.”

     

    Asserts the statement: “In the past two years, as part of its business, Hansa Vision has purchased TV advertising time from 55 TV channels for a total value of Rs 13.42 crs on behalf of its clients. In 2019 and 2020, Hansa Vision has not bought any advertising time from Republic TV.”

     

    Swamy also added that: “The Hansa Research CEO and team have been repeatedly called by API Mr Sachin Vaze of the Crime Branch, and asked to stay till late hours. They are cooperating with the investigation and have submitted various documents as asked for. Hansa Research and the people working for this company, have nothing to do with the advertising activities of the group company Hansa Vision.”

     

     

  • A syndicated study that captures information on actual purchases of the festive season

    Hansa Research launches ‘Festive Monitor 2020’

    By A Correspondent

     

    Hansa Research has unveiled Festive Monitor 2020, a part of the Hansa syndicated product suite, that it says,  captures information on actual purchases of the festive season.

     

    Anjan Ghosh

    Said Anjan Ghosh – Senior Vice President, Hansa Research: “Buying Online, Digital Payments, Contact-less Delivery … terms that connoted a matter of choice for the customer have now become indispensable. As consumers are spoilt for choice with numerous options available online, the service standards are expected to be superlative

     

    Today’s discerning consumers are unwilling to accept anything short of the very best. Errors like half-hearted customer service; repeated out-of-stock notices and most importantly, delayed deliveries, are not at all acceptable. Adjusting to the demands of the pandemic, a large chunk of consumers migrated on to digital platforms and increasingly prefer to shift the entire purchase cycle online. Measures like social distancing norms have accelerated the transition of consumers from offline to online payments. Brands are also refactoring promotional schedules to give the impression of a longer festive season. Moreover, personalised promotions through better storytelling, is also picking up, to attract consumers. These are the top trends in the market that’s helping it survive and bring back its finances to a state of equilibrium, notes a communique.

     

    On the market sentiment from the brand’s perspective, Ghosh added: “During Raksha Bandhan, we witnessed the early signs of consumer demand picking up. Brands are expecting this demand to surge in the festive season, and are trying to come up with innovative solutions to reach out to their customers. The 2020 festive season is going to be like never before for both consumers and businesses. It is only a matter of time before we find out how this festive season pans out for everybody. However, with all these endeavors, businesses can still keep their hopes high and continue to work towards the best possible outcomes.”

     

     

  • It will be a syndicated study to track brand performance during IPL

    Hansa Research launches IPLomania 2020 to track brand performance at IPL

    By A Correspondent

     

    With IPL coming back, Hansa Research, through its syndicated study IPLomania, has said it delve in to how these brands can exploit the opportunity in a relatively new version of the IPL.

     

    According to a communique, the last edition of IPL (2019) saw some 120 brands being advertised on the platform. This year Hansa is tracking all of those along with a few new brands that are expected to advertise in the 2020 edition. The current market dynamics have diversified the category pool that usually advertises on the IPL platform. New brands/ categories will be on air this year due to the IPL being scheduled in close proximity of the festive season. With a plethora of categories – E-Commerce, FMCG, Auto, E-Wallets, Alcohol, Gaming, OTT, Paints, Real Estate, Education, Smartphones, Telecoms, Electronic, Banking, Wires, Social Media, Oral Care – the clutter would be the most difficult to break this year.

     

    Said V Sudarshan, Senior Vice President, Hansa Research: “IPL turns 13, and everything about the event this time is different. Cricket enthusiasts are all looking forward to the new season right in the middle of the festive season, with a brand new sponsor, in a foreign land. What remains the same is the passion and awe-inspiring participation from the brands, which ultimately makes IPL a grand essential sports platform for advertising in the country,” adding: “We have crossed our expectations this year from IPLomania in terms of Revenue” which not only brings in some positivity amidst the gloom, but also reiterates the fact that brands are not just spending on IPL but are also keen in understanding how the spends have helped them.”

     

     

  • Hansa Research identifies CX gaps in new study on OTT segment

    Word-of-Mouth rules in OTT

     

     

    By A Correspondent

     

    Leading research firm Hansa Research has curated a study based on Customer Experience in OTT media. The study was conducted among approximately 800 OTT subscribers in India administered to a consumer panel – Hansa Cheetah.

     

    OTT subscribers were represented from across Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, Kolkata, Pune and Ahmedabad with approx. (75 M: 25F). Brand Exposure (Used) amongst these OTT subscribers in the last three months- included Netflix, Prime Video, Hotstar, JioTV, Voot, Zee5, SonyLIV, ALTBalaji amongst other brands.

     

    Said Praveen Nijhara, CEO, Hansa Research Group: “Focusing on customer experience now is more critical than ever, with the customer evolving, being more explorative in nature and more ‘polygamous’ in their choice of brands. Today, customer experience is amongst the top ranked strategic priority amongst leading companies, especially in markets where there is intense competition,” adding: “Customer experience includes the entire interaction between the customer and the brand across all touch points. It is the sum total of the entire experience including everything from purchase, on boarding, usage experience, advertising, content, communication, customer support channels etc.”

     

    ‘Solus’ loyalty is no longer an achievable target for brands in many of the markets/ sectors. This holds true, especially with service providers using a digital platform where onboarding and exiting requires a simple click. The report suggests that on an average, an OTT consumer had engaged with atleast 3 brands in the OTT space in the last 3 months, the survey also found that consumption from multiple brands in the OTT space is higher amongst younger adults,” said Mr V. Sudarshan, VP Hansa Research referring to the OTT CX Study.

     

    Excerpts from the study

     

    • OTT services enjoy a strong word-of-mouth.

    • 59% of customers i.e. 6 in 10 OTT customers were found to be strongly advocating the OTT brand used recently.

    • The market leaders in the Indian OTT space, are definitely delivering better on customer expectations as compared to some of the smaller brands in the OTT space

    • ‘Content’ is and will continue to drive further improvements in customer experience. ‘Better user interface  flexibility and features’ as well as ‘Ease of contacting / accessibility incase of issues’ are other areas that have been highlighted as improvement areas

    • 1 in 2 OTT customers  have customer support amongst the Top 3 gaps in customer experience

     

  • India’s largest consumer purchase study of its kind

    Hansa Research launches Festive Monitor 2019

    By A Correspondent

     

    Hansa Research has launched ‘Festive Monitor 2019’, a study to map the Indian consumer’s purchases around the festival season. The Festive Monitor will track consumer purchases across more than 15 product categories, including consumer durables, electronics, mobiles, jewellery, furniture and furnishing, consumables, apparel etc., over a five week period coinciding with the festival season. With a total sample size of over 14,000 respondents, this monitor will be spread over 16 towns with a population of over one lakh, covering decision-makers from SEC A and B in the age group 22 to 50.

     

    Said V Sudarshan, Senior Vice President, Hansa Research: “The Festive Monitor will cover key trends in category choices and allocation of money by the festival shoppers. The study will throw light on preferences in shopping formats for various categories, a key input to guide marketing activity,”

     

    Added Praveen Nijhara, CEO, Hansa Research: “Our 2018 report showed that Mobiles & Accessories, Electronics and Durables emerged as the most popular categories, with eight in ten consumers having shopped in one of these three categories. This year’s Monitor will cover aspects of Marketing activity like Promotions used & preferred during the festival, and Brands, Stores and Websites with the best traction.”

     

     

  • Praveen was till recently the Senior Executive Director at Kantar IMRB South Asia

    Hansa Research appoints Praveen Nijhara as CEO

    By A Correspondent

     

    Hansa Research has appointed Praveen Nijhara as Chief Executive Officer of the company. Nijhara takes over from Ashok Das who will continue as Senior Advisor of the Group. Nijhara was till recently the Senior Executive Director responsible for the Customer Experience Business for Kantar IMRB South Asia region, which he led for nearly a decade.

     

    Ashok Das

    Commenting on his appointment, Das said: “I am very happy to have found Praveen to succeed me, to lead Hansa Research in its next phase of development and growth. We have in him a true market researcher with energy and passion. Hansa is in an excellent position, and I am sure Praveen will provide the leadership for more innovation and greater engagement with the market.”

     

     

    Sanjay Nijhara

    Accepting his new appointment, Nijhara added: “We have always seen Hansa as a respected and worthy competitor. To have built the scale and resources as this company has done, in the face of competition from leading players, shows the enterprise, agility and competence of the organization. I am looking forward to working closely with Hansa’s great team. I am excited by this new role and I know we can do a lot in this complex Indian market, and overseas as well.”

     

    Said Sekhar Swamy, Group CEO of R K Swamy Hansa: “Ashok has done a great job over the years building Hansa Research into a market leader. As he hands the leadership baton over we are equally confident that Praveen will consolidate Hansa Research and take it to new heights in the industry.”

     

     

  • MSW-ARS is a specialised communications research firm headquartered in New York

    Hansa Research partners MSW-ARS for measurement service in India

    By A Correspondent

     

    Hansa Research and MSW-ARS have announced a partnership to launch a communication measurement services in India. A range of methodologies incorporates both System 1(Neuro, Bio) and System 2 (Cognitive) measures to obtain deeper insights and provide superior guidance to their clients.

     

    MSW-ARS is a specialised communications research firm headquartered in New York and operates in 40+ countries and works with marketers like Abbott, Beiersdorf, Diageo, Disney, Essilor, GSK, Intel, PepsiCo, P&G, LOréal, Merck, Sanofi, etc.

     

    Said Ashok Das, MD of Hansa Research Group: “We are extremely happy to announce our tie up with MSW-ARS of USA, the pioneers and world leaders in Communication testing, measurement and strategy.  With this tie up, we bring a significant range of services to the Indian market, thereby helping our clients optimize their multimedia communication from the idea stage to the final execution stage: and also measure and improve the ROI of marketing investments, says Ashok Das, MD of Hansa Research Group.”

     

    Added Steve Jagger, MD of MSW-ARS: “In Hansa Research we have found a solid and capable partner to serve the Indian market. Hansa brings to the table decades of understanding the Indian markets, best in the country field infrastructure and an extremely talented experienced research team. Our collaboration will work across the brand building continuum from strategic studies to measuring new creative ideas to in-market measurement.  Everything we do is focused on improving our clients financial return from branded activities.”