At Laqshya, we have an independent Research department which is an integral part of any campaign roll out. This cell is activated before any campaign comes to OMICRA (the strategy cell) and it is the research cell that is responsible for assimilating and dissecting all relevant data which it then provides to OMICRA for effective strategizing. The research cell is also responsible for “CTAG” which is an in house planning tool. CTAG is a Geo-Demographic tool for location prioritization across 24 cities based on TG definition and gets its insights from the TG “day part analysis” and thus the most appropriate apertures are identified for communication acceptance. All our plans are based on this applied science instead of ‘gut-feel’ on locations. The research cell also extends it support for any post and pre campaign evaluation that is necessary. It also plans and executes any dip-stick research that is necessary. Thus providing best outdoor media advertising and an effective post campaign analysis.