Tonic Worldwide launches research arm, Gipsi

29 Aug,2018

By A Correspondent

 

Digital agency Tonic Worldwide has launched its research division called Gipsi.

 

This research division is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.

 

Unmisha Bhatt

Commenting on this new initiative, Bhatt said: “This initiative comes as a breakthrough for us and further reinforces our human philosophy and consumer-first approach. The way consumer behavior is evolving, an amalgamation of both the traditional and online way of gathering data was much needed, to arrive at actionable insights. We feel the time is right for Gipsi’s official launch after having gained confidence from our existing clients and tremendous response from the new clients.”

 

Anjali Malthankar

Added Malthankar: “Gipsi answers clients’ need to understand the consumer who is online and offline across many categories. While the Hybrid approach by Gipsi was designed to move away from fragmented views to holistic views, we were pleasantly surprised with the outcomes of some of the categories such as intimate wear and QSR, which went beyond the brief and delighted clients by throwing up unexpected questions and answering them. We realised the secret ingredient in Gipsi is the power to swiftly connect numerous dots.”

 

 

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