Aegis launches consumer behaviour study, CCS in India

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Published : September 19, 2012
Consumer Connection System (CCS) gives an insight into communication usage and engagement across bought, owned and earned digital, experiential and media channels. Owned by Aegis Media, CCS was launched 12 years ago in the UK.

Aegis Media has launched its proprietary research-based tool Consumer Connections System (CCS) for the first time in India. CCS involves a study that gives the agency and its clients valuable insight into how today's consumers choose and use media in the rapidly changing world.

CCS analyses media consumption not just by genre but also by specific channels, programmes and titles. It provides an insight into communication usage and engagement across bought, owned and earned digital, experiential and media channels.

Ashish Bhasin

Ashish Bhasin, chairman and chief executive officer, Aegis Media, says, "CCS is based on a communications, lifestyle and product survey conducted across 18 towns and cities across SEC A, B, C and 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 consumer segmentations actionable through communication."

The study significantly focuses on digital touch points and e-commerce, which is on a growth spurt in India. CCS evaluated the comfort of the consumer with e-commerce and showed a growing role for e-commerce in the market.

Speaking further on the study, Bhasin adds, "We have made some significant investments in this research to ensure that all clients of the Aegis Media group benefit from a deeper understanding of the rapidly changing consumer. The research was conducted across 18 cities and across 9,000 respondents to measure the consumer's relationship with communications generically and by category.

"It measures aspects like generic channel involvement across 39 touch points (bought, owned and earned) addressing questions on recency of consumption, level of interest/enjoyment, level of attention paid to the touch point, and level of engagement with the touch point. It also goes further into understanding the category-specific channel involvement across 61 touch points (bought, owned and earned), answering queries like action as a result of noticeability and what channel facilitated post-engagement, to name a few."

According to the study focussed on the digital space, of the 18 per cent of the population (amongst SEC ABC) who have accessed the internet, 40 per cent have bought something in the last 12 months, while 48 per cent regularly research or look for products online. The top categories are Books (14.78 per cent), Clothes/Shoes/Accessories/Jewellery (12.83 per cent), and Insurance (12.5 per cent), while 10 per cent have bought groceries and other household items online. Thus, it shows a rapidly growing role for e-commerce in the country, which will demand a new way to communicate with and convert potential consumers.

CCS is offered exclusively to clients of Aegis Media India and is applied to deliver enhanced communications strategy and planning, benefiting clients with improved targeting, precision and efficiencies.

Originally, the tool was launched 12 years ago in the UK. CCS has now expanded globally and is available in over 40 countries. Currently, it is active in China, Australia, New Zealand, Japan, South Korea, Thailand, Malaysia, Singapore and now, India.

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