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Post COVID ‘New Normal’ – Attitudinal Segmentation

Background: We are in the midst of a unprecedented outbreak of mass proportions.  We in India have seen have seen a series of all possible forms of lockdowns and un–lockdowns, the problem still seems  to be looming large upon us. A new normal has gotten recalibrated and is here to stay.

So, what’s on Indians’ minds? Have perceptions, attitudes and beliefs changed with COVID?…how and to what extent?…what are the  key segments that emerge based on the attitudes and beliefs

Data source: Kalos 2020, a worldwide survey across 15 nations, with over 7,000 respondents by Kaleidosense in partnership with JSM Analytics and Toluna. This is India specific data.

Approach:  Ratings on various attitudes were considered for analysis, these attitudes related to Quality time, learning new things, Retail Experience, WFH, outdoor activities..Etc.  .  Check below for the list of attitudes considered for the analysis.

These inter-correlated attributes were condensed to a number of composites using data reduction techniques (factor analysis) and these composites were then used to create clusters/segments using K means algorithm.  Once find the appropriate clusters /segments and then these segments further examined and profiled


Impact:  From the segments and their profiles, the below are the different segments emerged from the attitudes/beliefs  about Covid-19 and the derived segments are

  • Pessimist (27%)
  • The Wise/Silver Gen (27%)
  • Masked Warriors (15%)
  • Urban Survivor (30%)

Venugopala Rao Manneni

A doctor in statistics from Osmania University. I have been working in the fields of data analysis and research for the last 14 years. My expertise is in data mining and machine learning – in these fields I’ve also published papers. I love to play cricket and badminton.

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