'No menu - Give us the Chef's Special' won the best paper award at the XXIV Annual MRSI Conference.

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March 6, 2014
No Menu – The Chef’s Special
Awarded Best Paper at the XXIV Annual MRSI Conference

2. No Menu – The Chef’s Special

3. Advent of the New Game
The Services Domain The Client
REACTIVE
A conducive
environment for
super specialized
agencies to exist
who can deliver
specialized
products

4. Service Vs Research
The Services Domain
Vs.
The Research Domain
A LONG MENU
One Problem Many Solutions
SPECIAL SOLUTIONS
One Problem One Solution

5. So, lets take cognizance…
Rs 300 Crores worth of business was taken
away from Research Firms in 2013
What are the key elements
of this game?
How can we play better?

6. How big is this game?
Global big data business size
is to reach Rs 5000 Crore by
2015
Indian market for Big data
analytics is Rs 950 Crore; to
double in size by 2018
Out of this – nearly 38% is
spent for Marketing and
Customer Experience
Management. This is set to
grow to 53% of the market
over the next 5 years
200+ Indian Social Media
and Digital Marketing
Agencies were doing
business by early 2014
India has over 50+ large and
medium players
Only 3% of leading global
firms in terms of using
research and analytics, have
a “Wait and See”, rest 97%
have a defined strategy.

7. EASY PICKINGS
Most opportune for Analysis
Customer Experience
Strategy and Business Development
General Management
Marketing
Sales
Finance
Operations
Information and Research
Supply Chain
R&D
Regulatory
Risk/ Security
Legal
Human Resources
They are solving the same problems as we do …
Data Systems most fir for purpose
Data Systems least fir for purpose
Least opportune for analysis
INVEST HERE
OVER EAGER NOT READY BUT WHO CARES?
Gartner, 2013

8. Key Elements of the Game
1
Availability of vast
amount of data which
can be converted into
insightful and
actionable information
through software and
tools.
2
Agencies have found
their place on the round
table of decision
makers, especially due
to increasing
complexity of relevant
information
Real Time Analysis
Sources of Data
Implementing on
Individual Level

9. What does this mean for a “Research Firm”?
Dawn of “Productization”
 One Defined Problem = One Standard Holistic Solution
 Heavy usage of technology in future (sphere of investment)
 Capable of making highly frequent and sound decisions for our clients
New Age Research = Data + Technology + Consulting
 There is now competition from all three quarters
 Play our strengths – make solutions using ‘Man-Machine’ combination
Generalists to Specialists
 Proactively find forthcoming issues and delivers solutions
 Can’t pitch the menu of strengths, but showcase relevant specialties

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