3. About Therefore Solutions
Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology
enabled marketing research and analytics solution provider
Our pioneering research and analytical methods help business
measure equity, perception and position a brand appropriately
amongst its target audience
Our analytics are designed to help a business understand the
efficiency of the marketing and communication plan
In a nutshell, we provide an integrated platform in order to arrive at
an informed decision
4. Background
Ethnographic analysis for Campaign A, XYZ Ltd. print campaign
Project: Go Green…
Number of Creative: Two
Medium: Newspaper
Publication: DNA (ed. Mumbai), Mumbai Mirror, HT (ed. Mumbai)
Campaign ID: IB23432
Study was carried on the call recordings of the above mentioned
campaign.
Note: The above names are only for reference and has no direct connect to any brand or company
5. Glimpse
Total Calls: 308 calls Calls Analyzed: 210 calls Failed Calls : 98 calls
163
calls
47
calls
Total Call Duration: 13:06 hrs Average Call Duration: 04 min.
Less than 15 sec: 01 calls
Between 15 sec & 1:59 min: 73 calls
Between 2 min & 5 min: 85 calls
Above 5 min: 51 calls
15. Number Exchanged Vs. Visit Fixed
100
48%110
52%
YES No
83
83%
17
17%
Male
Female
58
58%
42
42%
Agreed for Visits Disagree
Agreed for
Visits
50
86%
8
14%
Male
Female
Number
Exchanged
17. Area Wise Calls
Calling Area Calls Calling Area Calls
AIROLI 1 MUMBAI 1
ANDHERI 2 NAVI MUMBAI 2
DADAR 1 NERUL 1
JOGESHWARI 1 SION 1
JUHU 1 THANE 2
KALYAN 1 VASAI 1
KURLA 3 VIRAR 1
MALAD 1 WADALA 1
NA 189
189
90%
21
10%
NA
Total
NA: Callers didn’t mention the area, nor
was it inquired by the agent
21. Agent Wise Analysis
Amit
Total Time Spent: 111 min.
Average Time Spent: 3:30min.
Numbers Exchanged: 12
Site visit : 9
Arpan
Total Time Spent: 64 min.
Average Time Spent: 2:45 min.
Numbers Exchanged: 16
Site visit : 6
• Ashwin
– Total Time Spent: 17 min.
– Average Time Spent: 2:47 min.
– Numbers Exchanged: 5
– Site visit : 5
• Gargi:
– Total Time Spent: 39 min.
– Average Time Spent: 3:17 min.
– Numbers Exchanged: 4
– Site visit : 5
22. Agent Wise Analysis
Gini
Total Time Spent: 41 min.
Average Time Spent: 8:10 min.
Numbers Exchanged: 3
Site visit : 4
Mayur
Total Time Spent: 18 min.
Average Time Spent: 3:00 min.
Numbers Exchanged: 3
Site visit : 2
• Mohit
– Total Time Spent: 109 min.
– Average Time Spent: 6:00 min.
– Numbers Exchanged: 12
– Site visit : 7
• Prashant:
– Total Time Spent: 66 min.
– Average Time Spent: 3:10 min.
– Numbers Exchanged: 9
– Site visit : 10
23. Agent Wise Analysis
Puneet
Total Time Spent: 68 min.
Average Time Spent: 4:13 min.
Numbers Exchanged: 8
Site visit : 6
Mohanty
Total Time Spent: 103 min.
Average Time Spent: 3:00 min.
Numbers Exchanged: 16
Site visit : 4
• Vishal:
– Total Time Spent: 27 min.
– Average Time Spent: 3:00min.
– Numbers Exchanged: 2
– Site visit : 1
• Warren:
– Total Time Spent: 52 min.
– Average Time Spent: 3:58 min.
– Numbers Exchanged: 5
– Site visit : 5
24. Agent Wise Analysis
Unknown (Phone No: 8082630717)
Total Time Spent: 37 min.
Average Time Spent: 2:50 min.
Numbers Exchanged: 5
Site visit : 4
Unknown (Phone No: 9004458246)
Total Time Spent: 4 min.
Average Time Spent: 1:54 min.
Numbers Exchanged: 0
Site visit : 0
• Unknown (Phone No: 9987903241)
– Total Time Spent: 6 min.
– Average Time Spent: 6:00 min.
– Numbers Exchanged: 0
– Site visit : 0
31. Issues or Questions asked
Majority of the questions asked or answered are call which are within 2 minutes
Out of 210 calls only 32 people have asked for the flat availability, where as only
102 have made an in-depth inquiry
It was observed that majority of the callers are males with 78%
Out of 210 people who called 58 agreed to visit the property
51% of the people who called had “Company Name” as brand recall while 24%
referred it as “Products”
Majority of the language spoken was English with 54%, followed by Hindi with 43%
as next preference
90% of the people who called, did not refer where they stay, neither was it asked
by the Agents
86 out of 308 calls, i.e. 28% of the total calls, were dropped calls.