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Research firm Second Curve debuts in Sri Lankan market

Comments / {{hitsCtrl.values.hits}} Views / Tuesday, 17 July 2018 00:00

Humans are innovative creatures, always brewing new ideas, which are essential to our survival as a species. But as we evolve, so do our lifestyles and wants, manifesting over the last few decades in the form of consumerism. However consumerism, too, is transforming today. Buyers once eagerly bought products with the highest brand recognition, indicating wealth, status or a deep-rooted tribe mentality. While the fundamentals have barely changed, consumers now pause and reflect to buy something that aligns with their politically, socially and environmentally attuned ideologies. We are bombarded with advertisements and other stimuli from various media channels, which disrupt our natural decision-making process when it comes to product purchases. Are Sri Lankan brands and service providers ready to thrive in this cultural backdrop? Second Curve is. 

If a core objective of market research is to understand the trend-abiding consumer mindset, then research strategies must be malleable too. Before its growth curve reaches an optimum, a company should embark on a path different from the existing, in order to survive and grow. How does Second Curve bring about this change of path? By developing strategies through unparalleled insight into people’s emotions and human nature. Social researchers now believe that emotions, which stem from our ideological connections, fuel decision-making, rather than mindful or calculated thought. So, Second Curve brings the best research practices to unravel the Sri Lankan consumer mindset. Their strengths lie in business, social, consumer and corporate research with expertise in HR management and marketing.

The credibility of data is a prevalent concern in research, and Second Curve is at an advantage, with their own in-house field force, which covers the island from rural communities to urban neighbourhoods. “Our team is dynamic and supported by outstanding back-end analytics. We have well-connected field staff, mentored by our capable managers with over twenty-five years of work experience in the industry,” says Shaheen Cader of Second Curve. His keen awareness of Sri Lankan consumer trends and insights has given him a prominent voice in the business, social and retail spheres. His journey of over two decades in social and market research includes mileposts such as being the Managing Director at Nielsen and a Research Director at LMRB. He is supported by consultant Surangi Fernando and lead researchers Sharmila Abeywardena and Thusita Jayawardena, all valuable members leading a team with years of expertise.

Second Curve has successfully partnered with top corporates and iconic brands. They evaluate consumer taste and regional trends to facilitate the smooth transition of brand and image reinventions. Second Curve has also conducted surveys to evaluate promotional mechanisms, advertising and customer reaction. Second Curve engages suitable quantitative and qualitative research techniques to work with clients across industries.

“We see that urban communities are more sensitive and responsive to brand reinventions. Also, we own the corporate culture and engagement pillar when it comes to research,” says one of Second Curve’s lead researchers. Second Curve deep-dives into a company and gets to the bones and marrow of the culture, engagement and alignment. They do not narrow their horizon, but think globally and act locally. A testament to this is when an Employee Value Proposition developed for a manufacturer proved to be applicable to its factories across Asia.

Second Curve is synonymous with ‘actionable insights’. Since research alone cannot make a difference to the functioning of a company, they work in tandem with the premier HR solutions provider in Sri Lanka, The HR Consortium Ltd., to develop end-to-end solutions: from data gathering, analysis and crafting strategies right down to implementation and capability delivery. If the progress of brand building or advertising campaigns need to be evaluated, they give insights that solve business challenges. Coupling research methodology with holistic human understanding, Second Curve disrupts the market research status quo to give unfair competitive advantage to its clients.

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