Noticing a new consumer culture shift related to financial matters in India, the Wunderman Thompson South Asia strategic planning team saw its impact extending across banking, investing, insurance and nearly all purchase decisions of consumers, both short term as well as long term.
Thus, the team conducted a syndicated nation-wide study, to get a deeper understanding of the financial culture changes among modern day Indian consumers, titled the Wunderman Thompson Culture Muscle Finance Study. It is based on a special algorithm and stimulus, co-created with Wunderman Thompson Sonar NYC office and the South Asia strategy planning team.
This study, an online quantitative survey, was conducted in and for India, across genders (male/female 51/49 ratio), age groups (25 to 54 years), metros and small towns (Mumbai, Delhi, Hyderabad, Ahmedabad, Chennai, Kolkata, Surat, Jaipur, Kochi, and Amritsar). It is a revelation on how modern-day Indian consumers look at financial matters.
The WT Culture Muscle Finance Study has several strategic pointers for clients and brands in the financial category, as well as categories beyond finance, seeking a nuanced understanding of the changing context of purchase decisions.