Propaganda India launches Mindsweeper

Mindsweeper is positioned as a research and insights division. For starters, the team will work with insurance and real estate brands.

Propaganda India, a Bengaluru-based ad agency, has made its foray into what it calls "digital strategy consulting" with the launch Mindsweeper, a research and insights division.

This arm will enable the agency to help businesses in India take on-the-go decisions based on real-time customer insights.

Priya Jayaraman, co-founder and director, Propaganda India, conveys in a press note, that Mindsweeper will work with companies in the insurance and real estate segments in the days ahead.

For now, Mindsweeper will have presence in Mumbai and Bengaluru.

According to the agency, this development comes in the wake of the recent surge in digital activity on part of several brands. "There are many gaps found in the way customers and businesses handle digital media," says the team.

For this new venture, Propaganda India has roped in Aditi Chaudhry, who is now the designated co-founder of MindSweeper. She has worked with brands like HDFC Life, ICICI Prudential Life and Aditya Birla Financial Services.

MindSweeper will use online customer satisfaction surveys, online 'usership' and attitude surveys, online product and brand testing, mobile-based surveys and e-CSATs as data points to uncover what it calls "actionable insights."

The firm is also setting up panels of pre-recruited customers. These virtual groups will serve as a 'digital lab' where insights and strategies can be discussed before they are implemented in the market.