Info to PR agency: Synopsis of ORG Marg Study.

Objectives:
1. To drive interest behind the P2P concept. Specifically, we shall educate consumers of the potential
of the answer community and energize trial (as users & experts).
2. Generate consumer curiosity by projecting the P2P space as the cutting edge in the way the
Internet can be harnessed.
Background:
1.

2.

The learnings on the B2C category in the US indicate that as consumers evolve in terms of Net
Usage, they tend to move from casual surfing from fun, games, and information search to 2 broad
areas namely Simplifying and Bonding. In case of the former the consumer actively searches
for ways and means of simplifying his life via the Net. This directly translates into e-commerce. In
cased of the Bonders they represent a group of people who seek depth of interpersonal
interaction over the net. Notably they would have passed beyond the chatting stage. The
Bonders would have high appeal for the P2P concept and would be more loyal users.
The Indian Scenario the relation between Psychographic and Demographic elements in the P2P
Context.

Synopsis of ORG Marg Study.

Demographic
Descriptor
Housewives

Key Roles
Caretaker of the family, Dutiful
bahu. She is the Home Minister.

Key Frustrations

Husband and Children form the core

of her life.

Working Men

Self Identity defined by

Qualifications/work. Workplace roles
are crucial.
Head of family, Breadwinner.
Has to take important decisions for
the family.

Students

Retired
couples

Responsibilities to parents, friend

circle, girlfriend/boyfriend.
Student.
Someone who wants to get ahead in
life.
Part of a larger circle of family, close
friends and society.
Father and Grandfather.

Multiplicity of roles & stress

on account of juggling them.
(Mother, wife, bahu,
community, workplace roles
etc.).
Dissatisfaction because she is
not appreciated inspite of her
great efforts.
She doesnt have freedom and
cant find time for herself.
Stress: A combination of work
stress & household
relationships.
Anxiety regarding
personal/family decisions to
be taken.
Insecurity: primarily financial
& Social
Anxiety on account of
competition at work.
Confused & apprehensive
about career path as well as
relationships.
Pressures to excel in career.

Key Drivers

Role of P2P

Sense of Control over

household.
Appreciation from
Husband, in laws &
Outsiders on duties well
fulfilled.
Pride in her family and
the achievements of its
members.

Help in coping with and

mastering the chaos.
Enhancing health and
abilities of her family.
Enhancing her selfdevelopment as well as
relationships with others
(within the family as well
as outside).

Control over life.

Self Confidence coming
from success at work,
relationships, financial
position.
Having a fruitful personal
life.

Gaining Control over the

complexities and
responsibilities of his life.
Enriching his
personal/family life.

Fun, Recreation.
Role models.

Getting advice on
managing their career.
Advice on managing and
building relationships (for
ages 15 onwards).