Dentsu Aegis Network India unveils 'CCS 2019', a comprehensive single source consumer study

Dentsu Aegis Network has launched the third round of its proprietary consumer-based system known as CCS (Consumer Connection System) to focus on consumer insights and deliver sharp intelligence.

This proprietary and in-depth research has consumer understanding as it unfastens the power of consumer behaviour by comprehending their mindset and interests.

This edition, CCS 2019, is the most comprehensive single source study available, which enables discovery of the consumer insight and identifies the most valuable consumers and their relationship with communications. CCS provides completely unique actionable insight into communication usage and engagement across 60+ bought, owned and earned digital, experiential and media channels.

Kartik Iyer

Speaking on the launch of CCS 2019, Kartik Iyer, President, Media Brands, Dentsu Aegis Network, said, “It’s amazing what CCS has thrown up over the years. It has enabled us to understand consumers and predict trends well before the Industry. In fact, the results of the last round a couple of years ago already showed that we needed to plan across video screens, which is why we set up the Video Stack practice for multiscreen planning for our clients in 2016. This round has already started throwing up surprises like the increasing social media and newspaper readership for women which if looked closer definitely have a relationship. We are most excited with CCS’ latest round and I am sure that all of the DAN agencies and their clients will benefit hugely in keeping ahead of trends and connecting with their most valuable consumers.”

The latest field work has been conducted across 24 cities, which includes representation of tier II towns as well, and covers a sample of over 17,000 respondents representing 83 mn people in urban India. The study also covers the younger audience aged 12-14 as they are the key influencers for many categories today and driving the future purchase.

Through this large-scale research-based system, Dentsu Aegis Network will continue to provide the most advanced understanding of the consumer behaviour on their path to purchase across several categories, with a deeper understanding of the media impact in their decision making, thereby enabling the most efficient selection of media focused on delivering to marketing KPIs.

Overall, CCS has a global sample size of over 400,000 across 52 markets, making it the world’s largest research of this nature. CCS is offered exclusively to DAN clients and is applied both internationally and locally to deliver enhanced communications strategy and planning, benefiting brands with improved targeting, precision and efficiencies.

The research design is based on CCS globally and adapted locally keeping in mind India’s dynamic landscape, while the field work was managed through Hansa Research using the CAPI methodology with the questionnaire available across 10 languages and rendered on tablets. Extensive use of technology with aspects like GPS tracking of field teams, daily quality checks, audio recording of field interviews ensured that the data quality and authenticity was maintained. Since the questionnaire is intensive, global best practices and techniques were used to ensure the data doesn’t get compromised by respondent fatigue.

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