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Credentials Imrb International

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IMRB International - A BIRD\'s eye view

IMRB International - A BIRD\'s eye view

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  • 1. IMRB International
  • 2. We are…
    • … the university of Indian market research.
    • … a crucible for raising the finest market researchers produced in this country
    • … the top 20 MR Companies
    • in the world.
  • 3. We are part of WPP…
    • Formed by Sir Martin Sorrell in 1985, WPP is a £5.9 billion (2006) revenue company with 100,000 employees in 2000 offices across 106 countries
    • Member of Forbes A list - of world's best big 400 companies
    • Rated one of Britain's top employers by
    • Corporate Research Foundation
  • 4. We pioneered…
    • India’s first TV rating system
    • India’s first Radio Audience Measurement system
    • India’s first IT and Internet studies endorsed by industry associations
    • India’s first and largest Household Panel
    • Instrumental in setting up of Market Research Society of India (MRSI) in 1988
    • Creation of Social Economic Classification (SEC) system by Ashutosh Sinha of MSG, and used by all MR companies in India
    • Path breaking book on employee loyalty “The Tao of Loyalty”by Ajit Rao of CSMM
    SEC System I tops I cube
  • 5. Widest range of Specialist units….. Probe Qualitative Research Analytics & Data Processing House Partners in Managing Stakeholder Relationships The Marketing Sciences Group Research-based consultancy for B2B and Technology Markets Social & Rural Research Institute Media & Panel Group
  • 6. IMRB’s Footprint :Own offices in 19 cities covering Seven Countries Delhi Mumbai Bangalore Chennai Colombo Hongkong Singapore Seoul Guangzhou Taipei Manila Bangkok Kuala Lumpur Shanghai
    • IMRB offices/ associates
    • Field associates
    Beijing Tokyo Kathmandu Calcutta Jakarta ` Morocco Algiers Tunis Cairo Beirut Damascus Kuwait Dubai Muscat Islamabad Lahore Dhaka Karachi Jeddah
  • 7. Study done all over the world! IMRB has worked in over 54 markets in the last two years
  • 8. Some of the most loyal Client relationships……
    • 7 of the top 10 Clients of IMRB have been with us from the very beginning, 37 years ago, or ever since they set up business in India
    • Over 80% of IMRB business is from repeat clients
  • 9. We have won several awards…
    • Agency of the year award in 2006 the first year of institution of MRSI
      • Won the award in all the subsequent years as well!
    • Presenting cutting edge research for several years at international forums including ESOMAR and won awards
    • Won WPP’s Atticus award jointly with JWT
  • 10. eTechnology Group@ IMRB
  • 11. Mitigating risks in marketing decisions through research based consultancy in Technology markets
    • Operates B2B studies in enterpeise Telecom, IT, Internet & business space under the eTechnology Group@IMRB brand name
        • Has tie-up with Yankee Group of US-
    • The experts in navigating the global connectivity revolution
    • Syndicated offers
      • CTOPs – Panel of CIOs
      • ITOPS – IT Hardware market Tracker
      • Icube – Sojourn into Internet Space
    Matching research tools to market needs: Basic market research techniques contextualized to marketing problem Low High Risk
    • Possible needs :
    • Product penetration
    • Brand share
    • Corporate reputation
    Advanced MR Techniques with Hybrid methods (Qual+Quant) & sector knowledge
    • Possible needs :
    • Competitive strategy
    • Product enhancement
    • Brand positioning
    Holistic view backed with expert opinion (Sector, consumer & Technology knowledge)
    • Possible needs:
    • Future Mapping
    • Brand strategy
    • Product
    • formulation
  • 12. Technology client…blue chip organizations
  • 13. … with respected regional players…
  • 14. Industry associations & government bodies
  • 15. CTOPS Our Syndicated Offering…… ……… Designed to deliver rich insights from Indian IT heads
  • 16. CTOPS-A Unique Combination of… … Opinions that matter most Precise information from a dedicated panel of IT heads of medium and large businesses … Topics that make news Topics that are the top of mind areas of focus for the IT heads and for the IT service providers … Technology Research expertise of the looking glass eTechnology Group@IMRB brings in the expertise built over more than 10 years of technology research and understanding to provide insights and directions to clients CTOPS
  • 17. Methodology Recruitment of Panel Close interaction with the IT heads for studies spread across the year Views and feedback on specific topics through dedicated online portal Panel of IT heads across all the major verticals Data Collection Qualitative and quantitative data collection combined with strong domain expertise of eTechnology Group@IMRB Telephonic recruitment across medium and large organizations In-depth interviews by IMRB researchers on regular interval
  • 18. Deliverable Approach Qualitative inputs Quantitative Data Domain Expertise A Multi facet approach towards final deliverable………… Analysis Report CTOPS
  • 19. CTOPS Advantage Hybrid design - Questionnaire The interview would be a mix of qualitative and quantitative questions. This would provide strong insights to the reasons for the responses of the IT heads apart from providing quantitative numbers on preferences, etc Vertical Market Landscape Provide a detailed understanding of specific verticals for clients to further develop / validate any vertical strategies employed by them Panel Based approach Offer opportunity for longitudinal analysis apart from advantages of time and costs. This also allows CTOPS to have bi-monthly and quarterly reports CTOPS Hybrid design – Topics The topics would be a mix of tracking and one time technology topics. Thus, the clients would be benefited with the IT heads’ views on technologies and also measure their changing perception to the technology brands
  • 20. Research Categories for IT services
  • 21. Relevant studies….. Brand and Communication Related Research Research to test new concept/ideas Customer/Employee Satisfaction Research to estimate Market Size/Potential Account Mapping Exercise
  • 22. Research Design and Coverage Data Collection Methods Geography Coverage Category Target Respondent
    • India
    • USA
    • United Kingdom
    • Middle East North Africa
    • Western Europe
    • APAC
    • Primary IT Decision Maker-
    • CIO/CTO/IT Head
    • Functional Heads-CEO, CMO,
    • CFO etc.
    • Software Product
    • Software Services
    • Enterprise Solutions
    • Hardware etc.
    • CATI
    • CAPI
    • Online
    • Face to face
    • Blog research
  • 23. Brand and Communication related Research
  • 24. The B-to-B Brand Paradigm Stature TOM Spontaneous Aided Pdt./Services offered Interactions Ever Used Adv. Of pdt. Product Quality Distribution Price Promotion Recognition Association Feeling Disposition Usage Satisfaction Loyalty Awareness Familiarity Stature Empathy/Value Advocacy
  • 25. Studies in Brand and Communication Space….. Brand Tracking Brand Benchmarking Brand Diagnostics Brand Assessment (Pre and Post) Brand Naming Ad effectiveness (Pre and Post)
    • To measure the brand awareness & perception
    • Track over a period of time
    • Quantitative Approach is ideal to carry out the exercise
    • To assess the awareness and image based on the key parameters intended to be communicated through the image campaign
    • Quantitative Approach is generally undertaken to carry out the exercise
    • Brand naming exercise is done to find out the appropriate name for the new product
    • Qualitative Exercise is best way to carry out the exercise
    • To understand the “Reasons Why” behind a particular brand image
    • “ Reasons Why” can be addressed to improve the Brand Health
    • Combination of Qualitative & Quantitative Approach is ideal to carry out the exercise
    • To evaluate the effectiveness of the ad-Champaign amongst the target segment
    • Combination of qualitative and quantitative exercise is best suited methodology to carry out the exercise
    • Prerequisite for any large brand building exercise
    • To gauge the current standing of your brand vis-à-vis competition.
    • Quantitative Approach is suitable for carrying out the exercise
  • 26. Indicative List of Information Areas for Brand Tracking Exercise
    • TOM
    • Spontaneous
    • Aided
    • Source of awareness
    • Product/service offered by the company
    • Seen/Installed/Used the product
    • Advantage/disadvantage found in the product
    • Interaction with company people/website
    • Product quality
    • Stability of the brand in the market
    • Value of money
    • High Industry acknowledgement
    • Recognized SI Partners
    • Quality of promotional activity
    • Brand promise
    • Comfort level with brand
    • Brand trust and recognition
    • Brand Loyalty
    • Satisfaction with existing vendors
    • Brand Consideration
    • Intention to future purchase
    • Recommendation
    • Company related image parameter
    • Product related image parameter
    • Communication related image parameters
    Awareness Familiarity Stature Empathy/Value Advocacy Imagery
  • 27. Understanding the effect of brand building exercise
    • To determine the brand stature among the target group and determine its standing in comparison to the internal perspective and competition brands
    • To undertake diagnostic analysis into the reasons for the brand position
    • To track the changes in the brand post completion of the activity to identify any measurable change in the brand stature and standing
    • Qualitative Phase- In depth interviews with the senior level employee in the organization and involved in the decision making process for IT based solutions
    • Quantitative Phase- Structured interviews were conducted through the web and would be augmented using telephonic calls
    • Brand standing paradigm was used for determining brand position and related diagnostics. This enabled the client to assess its current brand position and drill down to specific concern areas for action standards
    Sample Study Objective Methodology Deliverables
  • 28. Market Sizing/Potential Estimation
  • 29. Market Size/Potential Estimation Process
    • Total Universe
    Validation All-India Universe- by Industry Verticals Extrapolation
    • Total Market Size
    • Potential
    • Total Addressable Market
    Supplier Supplier Supplier Familiarity Familiarity Familiarity
  • 30. Market Estimation for IPTV
    • To determine market potential for IPTV by understanding-
    • Triggers and barriers to usage of cable TV
    • The current content need gap
    • Acceptability of IPTV as a concept
    • And, identifying the target segment for IPTV
    • Unstructured Business interview to understand Supply-side Perspective
    • Quantitative Interviews to understand Demand-side Perspective
    A detailed report estimating the market size and demand for IPTV Objective Methodology Deliverable Sample Study
  • 31. Account Mapping Exercise
  • 32. Account Mapping Exercise- Highlights Detail Account specific Profile Comparative Data Point Not only data but also Structure of the Organization Strong Validation Process Cost effective way to understand account Knowing your Account
  • 33. Account/Competition Mapping Approach Finalize the list of organizations to be mapped Sub Group and Regroup as per requirement Seeking the permission of respondent to share the required information Conduct interviews- Face to Face/Telephonic Validation Process through more interviews and secondary sources Deciding on the breaks to be presented, E.g. Legal Entity, Vertical etc.
  • 34. Information Areas for Account/Competition Mapping Exercise …… An Indicative list Organization’s Profile
    • Broad Level Profile of the group company
    • Industry vertical
    • Product /Services Offerings
    • Organization Structure
    • Market Share by geographies
    • Major tie-ups, acquisition etc.
    • New Product launch
    • No of employees (department Wise)
    • Financials
    • Legacy Systems etc.
    IT Set up
    • Hardware Set-up
    • Type/Brand of Software
    • product/services used
    • Licensed vs. Open source Software
    • Enterprise Solution used
    • Department using product/solutions
    • Decision making roadmap w.r.t. purchase
    • Current Vendors
    • Engagement process with the vendors
    • IT Budget and spending
    • Future Outlook
    Marketing & Communication
    • Structure of Sales/Marketing dept.
    • Marketing Budget/ Areas of spending
    • Communication Strategies/Medium etc.
    • Marketing Policy
    Accounts/Partners
    • Major Partners
    • Key Accounts
    • Major Challenges with partners and accounts and addressing the challenges
  • 35. Account Mapping Study
    • To map the companies identified by the clients in terms of-
      • Kinds of Engineering design software's used.
      • Kind of Projects executed
      • IT outlook in the company
      • Future Outlook
    • Telephonic or Face to Face interview.
    A detailed report containing then kind of projects executed, kinds of design software used, future outlook etc. Objective Methodology Deliverable Sample Study
  • 36. Research to test New Concept/Ideas
  • 37. Stages in developing a product……. Develop the software product/service Refine the product further Test the product amongst the target group Test this concept amongst the target segment Develop a new product/service idea Understand the U&A of the market Critical in terms of finding out the acceptability of your product Imperative to find that your product is good enough for your customer
  • 38. Concept Test Exercises helps in …… . Develop Strong Offering for the market To Gauge whether the offering is right Assess the price sensitivity towards the new product Refine the Current offering Testing out the Concepts
  • 39. Concept Acceptance framework – PGCAD Assess the current Pain the Target group faces with regard to the concept’s intended benefit Determine Concept Acceptance and the pain points that it addresses Diagnostics … what works, with whom it works, why it works, how well it works Determine the Gain that the Target group would feel if the pain point was addressed
  • 40.
    • To determine the market feasibility for pre-configured ERP package customized for companies in the Auto ancillary & Pharmaceutical sector with a turnover of 50-100 crore
    • The study conducted was mix of detail secondary research and primary research using semi structured questionnaire
    • Reaction to the detailed concept solutions
    • Price willing to pay for the concept
    • Preference for the ERP solution
    • Preference for the implementation partner
    • IT related diagnostics
    Concept acceptance study for ERP solutions among the SME segment Sample Study Objective Methodology Deliverables
  • 41. Customer/Employee Satisfaction Studies
  • 42. Conceptual Framework for Satisfaction Studies T he Customer/Employee Satisfaction Management Hierarchy is the proprietary framework of the Walker Information Global Network , that assists in defining and structuring the customer-Brand relationship. T he Framework provides a reliable basis for understanding the determinants of customer (internal/external) satisfaction, and identifying key priorities towards achieving higher levels of customer commitment and loyalty. Transactions & Experience Perception & Attitude Loyalty Business Success
  • 43. Other Studies we do…..
  • 44. International Market Assessment Evaluation and Auditing Mystery Audit SWOT & Competition Analysis Buying Behavior Price Acceptance And more …… Other Studies that we do on regular basis … . Business/Industry Overview Usage and Attitude
  • 45. Thank You!!! IMRB International Presentation Abhishek Pandey Associate Research Manager eTech: IT Hardware, Software & Enterprise Practice Group, IMRB Bangalore email: abhishek.pandey @imrbint.com Mobile: +91 - 9731381740