The survey, reportedly the first of its kind, seeks to find out people’s liking or dislike for goods, products and services like entertainment, education, banking, insurance, transport, e-commerce etc. It is being conducted via a canter which is moving across the districts interacting with people of that particular district.
The survey will provide a two-way communication platform which allows public participation to voice their preferences and issues. This, in turn, will facilitate decision making for various stakeholders within corporates and the government.
Speaking to The Sunday Guardian, Pradeep Gupta, CMD “Axis My India”, said that the surveyors are visiting houses of over five lakh families across the country to list their views and opinions on varied products and services. Besides, people can also use digital platforms and other services (website / missed calls) of “Axis My India” to express their opinions.
“The survey will help brand custodians and marketers address focused and targeted communication to a sample base. Additionally, the real time data, with in-depth consumer insights, will be constantly added and filtered on a daily basis,” he said.
The agency has been into survey business for a long time and in the past four years, it has also been into election research. The data gathered by it is used by various corporate, government bodies and NGOs. Just as corporates want to know consumer preferences, political parties want information on voters’ preferences so that they can revise their strategy to attract them.
“The ongoing survey involves 40 plus product categories providing information on consumer preferences, likes/dislikes, preferences versus consumption, future purchase intention etc. It aims to communicate with the people at the micro level. As many as 2.5 lakh families have already been enrolled for the survey,” Gupta said.