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ORG-MARG survey tracks attitudes of elite

Our Bureau

BANGALORE, Dec. 8

IT was a small sample of less than 5,000 but the findings of a detailed survey conducted in six major cities of Mumbai, Delhi, Chennai, Calcutta, Bangalore and Hyderabad, is claimed to have led to an insight into this elite group's influence on the power ful developments taking place in the Indian economy.

The survey conducted by ORG-MARG on behalf of BBC World and Starcom, a media planning group, covered the broad areas of attitudes, outlook, media and product consumption and typical daily patterns.

The data collected on this influential group's ``psychographic'' through the survey reflecting a whole gamut of their perspectives and attitudes, could serve as a valuable resource for any advertiser or advertising agency attempting to reach this elite a udience, said Mr Jeremy Nye, Head Research for BBC World, told a group of mediapersons here.

The research traversed through the attitudes of the respondents reflecting their work and family orientation, extroversion, technology orientation and openness to change; lifestyle indicating their daily schedule, breakfast habits, club habits, air trave l vacationing, work experience and even alcohol consumption.

The survey of high networth consumers or India's elite has been christened `Horizon 2000', to denote the ``limit of the mental perception, experience... An upper stratum with a particular characteristics... something to look forward to the leading edge, '' said Mr Nye.

The survey of the niche group will be conducted every year to track the changes within this upmarket segment to address the target audience.

Mr Nye felt that India was under-researched and there was a need for avoiding duplication of national studies and more targeting of important sub-groups as the ``upmarket adults are different'' needed to be researched separately.

The tracking, which is seldom done by the surveying agencies, will be the cornerstone of the current exercise as with the global economy, submerging conventional borders, has given rise to global brands and global media preferences. India is also changin g quickly, especially the middle classes and it needs to be tracked, says the Horizon 2000.

Mr Ashok Das, President of ORG-MARG, said with India poised for an economic revolution, Horizon 2000 offers an insight into those Indians who will be driving this change.