Using trend analysis to arrive at consumer insight

1. Air Purifiers
Consumer Insight

2. Oct 2016

3. The day when
DELHI went from
GREEN
GREY

4. When for the first time people
saw
Air Pollution

5. It changed the face of Delhi

6. The media went berserk talking about it

7. Source -Radian 6
#pollution attributed to crop residual burning in Haryana & Punjab
# labelled the situation as “Health emergency, Middle class
exodus”
and the consumers were venting out their frustration

8. Between the period 1st Oct 2016 to 20th May 2017 we saw
4500 people voicing their concern on an avg. of 2 times on
the impending problem of air pollution
# 31st Oct, a day after Diwali saw major conversations as pollution was
42X more than prescribed levels
#6th Nov saw maximum volumes as schools were closed down for 3 days
#8th Nov smog due to crop residual burning became a major talking
point

9. Delhi, Mumbai & Bangalore made the maximum
DELHI MUMBAI BANGALORE

10. This resulted in a spike in air purifier searches as well
On 6th Nov, the
searches for Air
purifiers even
exceeded the
searches on Air
Pollution

11. however this concern was short lived
Post Diwali spike
NYT report on India’s air
pollution rivalling china

12. 999
410 402 247 297
105
346
247
1200
1000
800
600
400
200
0
Oct Nov Dec Jan Feb Mar Apr May
Delhi - PM
2.5
Severe
Hazardous Hazardous Hazardous
Very
Unhealthy
Unhealthy
for Sensitive
Groups
Very
Unhealthy
Very
Unhealthy
But did the air pollution just vanish ??
Oct’16 May’17

13. However in people’s mind, the pollution only existed when they
could see the
visible signs !#VisibleSigns – media reports, peers reaction, visual smog in the sky etc

14. However in people’s mind, the pollution only existed when they
could see the
visible signs !#VisibleSigns – media reports, peers reaction, visual smog in the sky etc
We need to take a deep dive to understand this consumer