Head, Kantar Analytics Practice, APAC. Marketing Effectiveness, Data Management, Creative Optimisation, Search and Social Analytics.
This is another great piece of research by Karthik Narayan. Search data is the most complete data set on consumer interests and needs. People buy brands that they find interesting. Being a meaningfully different brand is a prerequisite to build interest - but the brands that are able to convert brand strength into interest more effectively grow faster and have higher share. One fascinating insight from this study (not shown in these slides) was that searching for a brand's car colour options was the #1 predictor of purchase.
Indonesia’s car market is thriving, with EVs gaining momentum and hybrids maintaining strong appeal. Unlike other SEA markets, it offers space for both disruptors and legacy brands to succeed. Exciting opportunities await—let’s connect to discuss more! Reach out to Dwi Anggraeni, Karthik Narayan #Indonesiatrends, #AutoIndonesia
Insight, Strategy, Media, Measurement
1moIt is yes. But only in higher involvement categories with rational or semi rational decision processes