India-based marine company exporting to over 20 countries.
The client wanted to understand the market potential for seafood snacks and identify customer requirements as well as major customer motivation points.
SG Analytics deployed a specialist team headed by a Project Manager, comprising of a data processing specialist, a survey programmer, 2 analysts and 2 supervisors. The team used four different methodologies to capture the data points, customizing the target audience and associated screener questions for the respective methodologies:
11 Focus Group Discussions (FGDs) across 5 cities - Pune, Bangalore, Hyderabad, Delhi, and Kolkata – with 12 participants each.
600 Computer Aided Telephonic Interviews (CATI), ensuring that target respondents satisfied the screener criteria.
120 in-person interviews (IPI) at targeted mall intercepts and shopping centers with appropriate respondents.
Conducted 300 online/web surveys across 6 cities - Pune, Bangalore, Hyderabad, Delhi, Kolkata, and Mumbai.
Identified appropriate target segment for sea food snacks.
Refined the understanding of consumers’ buying behavior.
Improved market knowledge through competitor analysis.
Provided clearer insight of brand perception/awareness.