Diagnose
Discourse
A multinational technology conglomerate & social networking site.
A multinational technology conglomerate & social networking site.
We leveraged our proprietary AI tools to analyze 6 million searches, 70 million Facebook users, and thousands of content creators specializing in mental, nutritional, and vaccination health across Rajasthan, Uttar Pradesh, Andhra Pradesh, and Bihar. We used both search and social insights to determine regional differences in each state, ranging from language preferences to seasonal interest to top health domains visited. Existing regional demand (search, discourse) and supply (resources, centers, content creators & reach) informed messaging opportunities by psychiatric group and state, taking into account existing gaps. Our research informed the successful running & measurement of campaigns across states and health topics in India.
Out of all the topics analyzed for this report, Mental Health queries make up well over 3/4s of all health-related searches across all four states. 50% of Mental Health searches are in Hindi while 48% are in English. 3% of searches are in Telugu–the highest percentage out of all three health topics in this study. While different factors may contribute to the disproportionate amount of Mental Health queries (i.e. greater topic stigma, or the country’s mental health crisis compounded by COVID), users are privately showcasing far-reaching demand for greater emotional wellbeing.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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