ITV

Tag: psychographics

  • Unique insight into global Indians: BBC World Survey

    MUMBAI: BBC World will announce the results of the Global Indian Survey, the channel’s largest audience research project to date on 8 February.

    The second phase of the Global Indian Survey and will give a unique insight into the demographics and psychographics of this important section of society. As well as an in-depth analysis of the global Indian’s mindset and behaviour, the survey results will highlight some of the biggest global issues according to Indian citizens.

    The survey identifies global Indians and classifies them in four unique sub groups based on their attitudinal and behavioural patterns. It provides a unique opportunity for the Indian as well as the international market to gain a comprehensive understanding of what makes the global Indian tick.

    Just as India has seen a flourishing growth in the number of TV news channels, it has also seen an explosion in interest in what happens overseas. For some, this stems from a general interest and for others it is because they have a direct stake in what happens beyond national boundaries. The survey will provide a tool to enable marketers to see the differences and to capitalise on them.

    It also examines the global Indian’s international opinions and their differing views and levels of internationalism. The research covers their interest in the issues facing the country, their cultural values, use of media, modes of information access, environmental concerns, consumer patterns, and their perception of India and the wider world.

    The BBC World Global Indian Survey is integral to the channel’s commitment to continued investment in new and insightful research which aims to understand globally minded individuals the world over.

    ** The first phase of the pioneering survey was launched in August 2005.

    * 8 million people was researched through in-depth interviews with more than 6000 individuals [SEC AB, 18 to 54 years] in India’s eight top metros.

    Jeremy Nye, head of research and planning, BBC World says, “India is emerging as a global international player and the Global Indian Survey helps us understand this process and promotes the mindsets and behaviour of those Indians who are leading it. This unprecedented research is poised to offer new insights into the Global Indian and we hope that those outside India who are looking in, will be as interested as those within India who are looking out.”

  • Afternoon soap watcher ‘underprivileged escapist’: MRUC’s Sparr study

    Afternoon soap watcher ‘underprivileged escapist’: MRUC’s Sparr study

    MUMBAI: The top line findings of a new research study – Sparr (Sections, Pullouts and Attitudinal Readership Research) – conducted by Media Research Users Council (MRUC) has thrown up some interesting findings around television viewing habits.
     
     
    Sparr, a study whose principal aim is to provide an understanding of the nuances of reader’s habits towards newspaper pullouts and sections, has also taken other media like television into account as a part of its profiling of media consumption habits.

    As far as psychographics were concerned it came out that the underprivileged escapist person who has no means to sophisticated entertainment watches the most afternoon television. The aspiring consumer who is seeking glamour in his life and is proactive watches around 2 hours a day of television. In all, the people surveyed were split into seven categories. The other categories were the unhappy, the privileged who enjoy the luxury of travelling often, the constrained, the unconcerned and the average consumer.

    Not surprisingly serials and Star Plus came out on top in the rankings. Serials had an overall share of 55 per cent. News had a share of 11 per cent while Hindi movies were some distance behind.

    Star Plus is skewed towards women with 46 per cent while for men it is 28 per cent. DD is 11 per cent for the female while eight per cent for the male. The city was divided into five zones for the psychographic survey.