Synovate, Domor to measure ROI for brands

MUMBAI: Market research firm Synovate India and specialist consulting firm Domor Communication Consulting have partnered to initiate a marketing effectiveness study, Consumer Response to Investment in Entertainment Properties (CRIEP).

CRIEP is aimed at helping brands understand their return on investment (ROI) of using big entertainment properties as a marketing platform.

Initially, the measurement is being done for Bigg Boss Season 4 (Colors) and KBC Season 4 (Sony Entertainment Television).

The two companies said in a statement that CRIEP will utilise a large consumer research based approach and measure the impact of large events essentially on the four brand metrics of awareness, disposition, imagery and equity.

The results would be out in January after the two shows wrap up on air this season.

The study has an extensive pre and post measurement approach to isolate the effect of each property on the brand equity for brands broadly in the 11 categories of: chocolates, mobile services, mobile handsets, banks, TVs, household appliances, digital cameras, automobiles, motorcycles, insurance and inner wear.

Synovate India senior project director Sonali Bhatia said, "CRIEP will touch about 6600 respondent across nine towns (including metros and tier 1 towns). It?s not a pure research product and will build on in-depth understanding of the way Entertainment Properties are used by marketers and consumed by audiences".

Domor Communication Consulting founder-director Nitin Jain said, "With the success of Cric - the marketing effectiveness model on cricket, measuring and improving a marketer?s effectiveness on entertainment properties is a logical step forward. Investments on entertainment properties are already huge and only getting bigger. Further our experience in planning and buying on entertainment properties gives us the added understanding and learning critical to embark on a project like this."

CRIEP will attempt to answer the marketers various questions such as how is their brand competing for consumer mind space against all other brands on the same property, across categories. The study also aims to highlight the most recalled elements of the show and what brands were they associated with.

It will also try to find the difference in the impact of the two entertainment properties and the impacts of geographies/ age/ SEC. CRIEP will also find out whether the visibility of a campaign impact the effect of the properties on the brand metrics.

Synovate India director Rahul Varma said, "CRIEP will provide cross-category analysis and reveal product categories which are gaining more from such properties. Further diagnostics would help us understand the impact on brand impressions which in turn lead to some level of brand desire in the consumer?s mind."

To measure the impact of presence on these properties on the consumer?s desire for various brands ?attitudinal equity (AE)? has been integrated in CRIEP Synovate?s proprietary analysis tool.

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