Starcom, The Key collaborate on study on impact of economic downturn

Starcom and The Key, a qualitative research company, jointly undertook a study on the effect of the economic downturn. Some of the important findings of the study include the fact that SEC A and B behave completely differently towards the downturn.  While only 30% of SEC B households say they have been affected, 70% of SEC A say they have felt affected. Also, the categories that affect the SEC A and SEC B are different.