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Ground Zero Consulting by Branding Edge’s promoter launched

It will conduct on-the-ground data research and use ideas from social psychology and behavioural economics to curate strategies

Ground Zero Consulting has been launched by Rahul Tekwani, managing partner of Branding Edge Strategic Communication. This is his third business venture in the last one year.

Ground Zero will operate throughout India and will be based at Branding Edge's Mumbai headquarters.

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The new venture will concentrate on on-ground and digital data research and how businesses may improve the effectiveness of their marketing and communications by leveraging insights from social psychology and behavioural economics. Furthermore, it will assist companies in better understanding how consumers think, feel, and behave, allowing them to create more influential campaigns / solutions.

Tekwani said, "The biggest advantages to be realised in business and society today should be grounded in a mix of data, technology, creativity, and consumer psychology. Ground Zero will investigate demographics and what people say, as well as the inner workings of how individuals see a certain issue and the type of identity they are forming. The aim is to target the correct demographic for our customers, better understand their job, and then assist companies in achieving better results by developing more effective ways of communicating with consumers."

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"Data is the new dealbreaker in today's communication landscape," he added. Collecting and analysing first-hand data will help the venture to uncover previously unknown chances for clients' engagement, as well as diagnose, validate, and select some audience-centric communication strategies for them.

The organisation will be managed by professionals from India's leading research firms, and it will have in-house brand and reputation strategy verticals, which would enable them to build successful communication campaigns for clients based on the knowledge and insights gleaned through structured data analysis.

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