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Air Purifiers - Consumer Insight

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Using trend analysis to arrive at consumer insight

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Air Purifiers - Consumer Insight

  1. 1. Air Purifiers Consumer Insight
  2. 2. Oct 2016
  3. 3. The day when DELHI went from GREEN GREY
  4. 4. When for the first time people saw Air Pollution
  5. 5. It changed the face of Delhi
  6. 6. The media went berserk talking about it
  7. 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. 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. 9. Delhi, Mumbai & Bangalore made the maximum DELHI MUMBAI BANGALORE
  10. 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. 11. however this concern was short lived Post Diwali spike NYT report on India’s air pollution rivalling china
  12. 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. 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. 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

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