Rediffusion launches consumer research wing – Red Lab

Rediffusion Consumer Lab

The Rediffusion Consumer Lab (Red Lab) will be specializing in consumer understanding, consumer behavior, and trend spotting to come up with actionable business intelligence which can then lead to brand solutions.

Rediffusion Brand Solutions today announced the launch of its specialised consumer research and analysis wing called Rediffusion Consumer Lab (Red Lab).

Speaking on the occasion, Diwan Arun Nanda, Chairman of the Rediffusion Group, had this to say: “I have always believed in the power of brands, and brand building is all about looking beyond the short term and focussing on the long term. It involves understanding consumer behavior and sometimes, even changing consumer habits. That’s possible only through actionable, data-backed intelligence and not loose assumptions and vague gut feelings. And Red Lab will be that voice of wise counsel for our client partners and prospects”.

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Dr Sandeep Goyal, the new Managing Director of Rediffusion Brand Solutions, who took over as of yesterday added: “This was a clear priority area so far as I was concerned. In the olden days, sailors looked at stars and constellations to navigate their way around in the high seas. To tide over the choppy waters of a hypercompetitive market, brands too need guiding stars, and accurate category, market, and consumer information can be those guide-marks for brands. Besides right from my Airtel and Mogae days, I have been a strong advocate of data-based marketing and this is a step in that direction from Rediffusion.”

Red Lab will be reporting to Navonil Chatterjee, Joint President Rediffusion, who had this to say: “Think of it as the first step towards brand consultancy. We already had some fantastic brand workshopping and creative ideation tools and techniques. Coupled with that, this consumer intelligence gathering wing will help us further in spotting trends and insight mining, and we sincerely hope that we end up mining gold here!”

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