Campaign RTB Evaluation
While we will look at WUS/TSG and UTB segments, a part of the sample will also include SP and FH to identify relevance and necessary edits for these segments.
SEC A1
Time to be spent on recruitment to ensure articulation and cohort + segment fit
Context
- Base Criteria of Interest
- Cohorts = C2 (Competition Fashion shoppers) + C3A (shop online for non-fashion categories).
- Consumer Fashion Segments
- The RTB’s cater to evolved fashion shopper needs e.g. Masterclass, Studio Influencer looks.
- This targets Myntra’s core fashion segments i.e. WUS/TSG, UTB
- Given the social distancing and scare around coronavirus, face to face research is ruled out for the next 2-3 weeks.
- We will have to look at alternative online methodologies for the discussion.
Objectives
- Are these RTB’s adding value to the consumer shopping journey and how?
- Amongst the RTB’s which ones do we prioritize in the campaign scripts?
- What is the relevance of these RTB’s by core fashion forward segments vs. others (SP, FH)?
Methodology
- Recommend a virtual/online Depth Interview. Given the App browsing based discussion we recommend DI’s vs. talking to multiple respondents.
- Duration can be max of 1.5 hrs.
- Methodology : Zoom /G Hangouts.
- Apart from the conversation we will look at screen sharing during most of the conversation + the App browsing.
- Moderator will observe the browsing and make notes for probing later.