Ipsos Consumer Book ‘22

Data Dynamics

By Muhammad Omar Iftikhar | August 2022

Data and analytics have become an asset for corporations. Businesses gather and study data to predict trends. They use this information to tweak their marketing strategies and advertising campaigns. Companies use market research for new product development to enhance their existing offerings - which are products and services. The Ipsos Consumer Book ’22: An all-in-one guide for marketers in Pakistan is a commendable effort. The 256-page volume is not just a collection of data, as it presents findings in the form of graphs and illustrations, therefore adding meaning to the raw data collected by Consumer Multimedia Index.

The book delves into the dynamics of consumer behaviour and illustrates the trends the Pakistani population has been following. It begins by sharing the key facts about Pakistan including population, geography, average monthly expenses, socio-economic classification, education, and living standards, etc. The book offers research-based insights into various chapters that are titled: psychographic orientation, consumer lifestyle, multimedia outlook, digital landscape, penetration of categories, usage of services, durables and gadgets, shopping habits, and rural Pakistan growth potential.

In her message, Dr. Zeelaf Munir, Chairperson, Pakistan Advertisers Society, says, “As advertisers’ fraternity we need to nurture and foster such an advertising in Pakistan which evokes favourable emotional bonding towards brands on the one hand and makes us proud of our rich local traditions and values, on the other.”

The book compares data between 2010 and 2020 and how consumer dynamics have changed over the decade. The section “A Day in a Consumer’s Life” is interesting. It exhibits the overall national urban and rural dynamics of the consumers and what they feel during the day. They either read a newspaper, complete housework, cook food, work at the office, offer prayers, travel, exercise, watch TV, listen to music, spend time with friends, and sleep.

Another interesting section is “Multimedia Outlook” which focuses on the source of TV reception (terrestrial antenna, dish antenna, cable connection), average time (in minutes) spent on TV, favourite programs, radio reach, and average time spent, print media reach and average time reading the newspaper.

The section “Digital Landscape” will be of interest to corporations and especially for digital media advertising agencies and start-ups that are focusing on digital media to sell their products and services. The data pertains to digital media users, devices used for internet connection, the timing of internet usage, average time spent on the internet, and the reaction to advertisements on social media.

The Consumer Book ’22 celebrates the tenth year of Ipsos’ operations in Pakistan. The data gathered in 2020 from all major industries of Pakistan and compared with the data from 2010 reveals how consumer behaviour has shifted. It presents a holistic and focused approach towards insightful analysis of data through easy-to-understand description. The section “Rural Pakistan Growth Potential” presents data that will enable concerned authorities to work for the development of the rural areas. Proper planning and implementation of the right policies will enhance the rural area’s average monthly income, housing quality standards, crop farming, and land ownership. The data gathered in 2010 and 2020, if used with precision, can help accentuate the rural areas’ standard of living in the next decade, which will certainly uplift the country as a whole.

The Ipsos Consumer Book ’22 is a must-read book, especially for students and graduates of business management, professionals, entrepreneurs, and anyone with an interest in knowing trends and market dynamics. The book should be taught at business schools, especially in advertising, consumer behaviour, marketing and digital media.