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Family As Unit Of Study

J. Walter Thompson used the Indian family as a unit of market research observation, and guess what it found.

JWT's take: Family comes first

Spoke to the individual? Good. You have yourself an opinion. Spoke to the family? Good. You have yourself an opinion that prevails.

That's India. And according to Kamal Oberoi, President, J. Walter Thompson India, it's time to wake up to the reality that "we are a collective society". While 'consumer behaviour' may be an individualistic thing to market researchers in the West, it may just make more sense to study the family as a unit in India.

And that's why J. Walter Thompson decided to get Research International (RI), a co-member of WPP, to devise a new research tool to probe family dynamics in India. What did RI do? It 'embedded' a sample of 24 Indian households, selected from amongst India's 70-million-odd TV-watching homes, with professional researchers (they actually stayed as weeklong house-guests) to conduct an in-depth ethnographic study of values, attitudes and behaviour. Of families.

"There are a plethora of influences directed at the consumer, brought about by, say, media, technology, market forces, economic factors," says Oberoi, by way of rationale, "And we said, 'Let's understand the impact of these influences. How are they being processed? How are they changing the mindset and attitudes? These throw up dilemmas and conflicts... so how is the consumer coping?'"

The findings? Given the opposing tugs of globalisation and conservatism, one would expect a lot of variation. By the look of it, there isn't much, though. How come? The Indian family appears to have resolved that conflict by opting decisively for... er, both. Just as well. For this has helped the agency identify 'eight core, underlying truths about Indian consumers that significantly influence their attitudes and behaviour'. And each of these has something for marketers to think about. Perhaps even base their ads on.

Here goes:

'The importance of being entrepreneurial.' The Indian family is placing increasing importance on being 'self-made'. On getting out there and doing something of value to the family (and society at large). Enterprise is finally a matter of family pride.

'Speed and lightness in all aspects of life.' The family values speed, contrary to classic notions of idyllic bliss. There's also a tendency towards 'lightness' of being, on the whole, be it a preference for casualness or search for convenience.

'Enjoyment.' Yes, the family wants to 'enjoy' the experience of life, and with all the banter and joy that goes with family togetherness. Consumption, yes. But it's not about ownership as much as the enjoyment of the good things on offer.

'Religion and spirituality'. Unsurprisingly, an integral and increasing part of Indian family life. A refuge for those seeking 'serenity and balance' from the hurly-burly of modern life, with all its attendant demands and pressures.

'The family as a brand.' The family consciously wants to project itself in a cohesive way. As, say, an 'experimentative family' - be it holidays, clothes, dining habits or whatever. This is typically a family project for everyone, including kids.

'Nowness of life.' The family displays a new love of instant gratification. Everything has to happen in a flash. If it's a new family dream, then it's something to be attained rightaway. The old laboured virtue of patience is dying.

'Manipulation and power play for family harmony.' Happens in subtle and unsubtle ways. The cute little psychological games, that is, that kids play with parents, for example, to get their way. Artful dodges, negotiations - all for harmony, of course.

'Getting more out of less.' The Indian family wants the rupee stretched as far as it can possibly be. As a collective unit, the family has an acute sense of what's a bargain and what's not. The idea is to derive as much value as possible.

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