21,300 consumers. 28 cities. 247 categories. That's
P:SNAP 2005 in numbers.
P:SNAP or Pathfinders Study of the Nation's Attitudes and Psychographics, since its inception in 1987, is well known for its work in psychographic segmentation of the Indian consumer.
Pathfinders, for the uninitiated, is the strategic research wing of Lintas India. The division has recently commenced fieldwork for the fifth edition of P:SNAP.
Covering over 20,000 Indian consumers across 28 cities, P:SNAP will not only map attitudes, lifestyles, psychological makeup, activities, interests and opinions of the Indian consumer, it will also provide linkages to product and brands usage along with media consumption.
P:SNAP recognises that an individual's lifestyle and attitude influences their product and media consumption and plays a vital role in impacting brand choice. Hence, other than regular demographic segments, P:SNAP also segregates consumers in unique psychographic segments.
In addition, the study also links these segments to product and media consumption through the National Market Monitor (NMM), which covers category or brand usage for over 240 categories of household products, personal products and consumer durables. Powered with such information, it provides a marketer a much clearer and focussed picture of what the target audience is looking at.
Evolving with the changing times and client requirements, P:SNAP 2005 will offer greater features compared to its last edition in 2002. While the product categories in latest P:SNAP has gone up from 155 to 247, the sample size has considerably increased from 10,100 to 21,300 with specific modules for men, women, and tweens.
Such a large sample size will allow analysing the data at drilled down sub-segments like unmarried women, the elderly market, CWE (chief wage earner), housewives/decision makers and people living in joint family and others.
P:SNAP 2005 will also offer greater sampling efficiency through a sharper focus in terms of the SECs covered by limiting the study to SEC A, B and C and tighter segmentation of town classes into three categories instead of the five that existed in the study's previous rounds.
Commenting on the new features of P:SNAP 2005, Srinivasan Raman, president and chief consultant, Pathfinders, said, "Based on recommendations of clients and users of previous P:SNAP, we have brought significant changes for this round of our survey. P:SNAP has evolved with changing consumer lifestyles, which explains introduction of several new areas including education and career, health and fitness and entertainment and leisure."
"The power of such a database remains - right from providing insight for a creative brief to determining potential touch points involving promotions, events, and displays. The characteristic defining consumer typologies, the key drivers in terms of lifestyle and leisure when studied vis-à-vis the interactions that such clusters have with products/brands and media consumption provides significant cues on what both users and non-users/competition brand users are likely to warm up to in terms of communication," he added.
Pranesh Misra, COO, Lowe, said, "We have been using P:SNAP since 1987. It helps us in building a more accurate and comprehensive picture of the target consumer for our brands. It also helps us to understand the evolution of the Indian consumer across several rounds of the study."
The last survey had 22 subscriptions. Based on the pre-launch subscription, it is expected that there will be more than 50 subscribers for the current survey. The marketing and advertising companies that have already subscribed for P:SNAP 2005 range from FMCG to media, pharmaceuticals to alcoholic beverages, and brown goods to telecom majors.
P:SNAP will be rolled out in the first week of July, while results are scheduled for September 2005. The entire report will be made available with a plug and play software that allows flexibility of customised outputs, says a Lowe release.
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