International Research & Outsourcing Services
(IROS)
- Presentation of Credentials -
Prepared by -
16 January, 2009

Firm Profile
International Research & Outsourcing Services (IROS) set up in early 2006 to
provide highly effective market research in the Middle East, North Africa,
Levant, Iran & the Indian Sub-continent.
Market research an essential business tool in today's fiercely competitive
environment. However, research findings as good or as bad as the data on
which they are based.
At IROS, we firmly believe that our success hinges on providing actionable
market insights based on robust data. Our field management procedures ensure
that the data collected is reliable and enables the clients who pay for it to take
better business decisions.
Our team of researchers, data analysts & field management personnel have
worked with and gained hands-on experience from some of the most reputed
global research suppliers, across a range of industries.
Cumulative experience of over 50 years across team members, spanning a
broad spectrum of research approaches & methodologies.
2

Vision & Mission
We are guided by our Vision & Mission, which underpin all our actions and our
interactions with both, our internal and external clients.
OUR VISION
To be a leader in the delivery of timely, comprehensive, cost-effective and
innovative business solutions that empower our clients to take optimal business
decisions.
OUR MISSION
To be a partner of choice for clients with market information needs from the
MENALII (Middle East, North Africa, Levant, Iran & Indian Sub-continent) region.
To be a virtual Back Office partner for the Data Processing, Analysis and
Reporting needs of global Market Research enterprises.
3

Research Offer
IROS is a full service market research agency. We offer a comprehensive range
of services including Desk research, B2B, Healthcare and Ad Hoc consumer
research. Our expertise spans both qualitative and quantitative techniques and
we offer:
Desk Research Market & Consumer Need-gap Analysis
Segmentation
Idea Generation Advertising
Concept Screening Development
Packaging
Evaluation/ Shelf Concept- Product Full Mix Evaluation
Stand-Out Testing Retailer/ Dealer
Advertising Recall Brand Health Studies
Studies Assessment Ethnographic
Usage & Attitude Needs Assessment Studies
Studies Product Testing Customer
Concept Evaluation Satisfaction
Pricing Research
Communication Mystery Shopping
In-Store Shopper
Pre-testing Evaluation
Post-Ad Tracking
4

Product Repertoire
We have a range of products that have been designed keeping in mind the needs
of clients in the region. These include:
• IROS Techniques
• Std. Methodologies SM
D-Sat SM
E-Sat
••
In-Market
• ShopRpulse
SM
POPTrac SM
•
Post-launch
• Launch
Track SM
ICE
•
Ad Pre-Test
• • Full Mix Test
SM
AdVent NPD
• • Pdt. Test
SM
ConSieve
• • Concept Test Ideation
• ConSort SM
5

Sector Coverage
We are proud of the fact that at IROS, we have a multi-faceted team whose
experience covers a broad spectrum of industries. We have the expertise to
offer our services in the foll. sectors:
Consumer goods & Services
Automotive
Financial Services
IT & Telecom
Travel & Tourism
Healthcare
We use both traditional & advanced data collection methods to suit almost any
research requirement and conduct:
Telephone Interviews
Focus Groups/ Mini groups
In-home Interviews
Mall Intercepts
In-store Studies
Observation Studies
Web-based Interviews
Depth Interviews
Central Location Tests
6

KPO Services
We also offer a comprehensive range of outsourced services for the MR
industry, at a fraction of the original costs. We have the expertise to handle a
number of tasks in the realm of Analytics such as:
Data Cleaning & Processing - We have a team of experienced & qualified
programmers who can handle complex data cleaning & tabulation for ad-hoc projects as
well as large Customer Satisfaction or tracking studies, whether single country or multi-
country. We work with multiple formats such as Excel, fixed-width ASCII, card-column,
column binary, SPSS etc. and can provide tabbed output in any format - including
Quantum tabs, Word, Excel, PDF, CSV.
Statistical Analysis - We undertake statistical analyses of data from basic functions
such as weighting, data normalization and significance testing to Factor Analysis,
Regression & Correlation analysis, Correspondence Mapping etc using SPSS
Transcription Services - We offer English transcription of focus groups and Depth
Interviews involving people with localized accents.
Interpretation & Reporting – Our team of researchers can work with survey data to
provide reports (in Word or PowerPoint), with insightful interpretation of findings
presented in a lucid & succinct manner. Reporting is offered for both qualitative and
quantitative studies and can be undertaken using templates or our own formats
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KPO Services (Contd./-)
We offer a comprehensive range of outsourced services for the MR industry, at
a fraction of the original costs. We have the expertise to handle a number of
tasks in the realm of Analytics such as:
Website Design & Maintenance -We offer a number of web services as part of our
outsourcing services portfolio including:
Design Implementation in ASP/ ASP.Net
Website Design
Word to PDF Conversion
Newsletter Design
Word to HTML
Animated Banners
Domain Booking
Website Maintenance
Web Hosting
User Interface Design
Survey Programming – We offer the facility of survey programming in a number of
popular packages such as ConfirmIT, GMI platforms
Auto Charting – We are in the process of augmenting our skills to handle large charting
assignments where the reporting format is largely fixed, using automated software
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Experience thus far…
Since start of operations in May 2006, projects conducted…..
Geographic Coverage
Saudi Arabia Morocco India Jordan
UAE Algeria Pakistan Syria
Kuwait Tunisia Afghanistan Lebanon
Bahrain Sudan Malaysia Iran
Oman Egypt Indonesia Turkey
Qatar Yemen Kazakhstan Israel
Eritrea Kyrgyzstan
Ethiopia Tajikistan
Kenya Turkmenistan
Djibouti Uzbekistan
Somalia
Seychelles
Quantitative – 89,960 interviews and counting!
Qualitative - 324 focus group discussions & In-Depth interviews and counting!
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Our Niche
We are an independent set-up comprising high caliber, dedicated professionals.
We adapt flexibly to the specific requirements of each project and are not
limited by set protocols or rigid methodologies.
We believe strongly in the value of Customer Loyalty & Retention, which can
only be attained through Customer Delight. We aim for this by offering:
An innovative & creative approach for each project
Personalised client service
Field & data management services that meet exacting quality standards
Timely delivery
WE STRIVE FOR EXCELLENCE...TO INSPIRE TRUST !!
10

Team IROS
Asim Srivastav
IROS set up by Asim, who works at IROS in the capacity of its Managing Director. Asim is an
active member of ESOMAR with 19+ years of experience, of which 15 years spent in the MR
industry. He also has experience in the sphere of business consulting and was with Coopers
& Lybrand (I) {now part of IBM Consulting} for 3 years in their Strategy Division
Asim has worked with leading Market Research agencies, both in India (such as AC Nielsen &
MARG) and in the Middle East (AC Nielsen and AMRB). He was the head of Research
International (UAE) for 6.5 years just prior to setting up IROS. He has also had a stint in
product management at Parle Beverages (now part of Coca Cola (I)).
Various blue chip companies Asim has worked include Unilever (in the Middle East & North
Africa)/ Hindustan Lever, Masterfoods, Fonterra, Cadbury’s. Kimberly Clark, Boots(I),
Barclay’s Bank, Saudi American Bank/ Citibank, ABN Amro, Holden Motors/ General Motors,
Ford Motors, General Mills, Booz Allen Hamilton, McKinsey & Co, Ernest Healthcare, BOC
among others.
He has spent 11 years in the Middle East region and has handled various projects in the
region (including projects in KSA, UAE, Kuwait, Oman, Egypt, Lebanon, Jordan, Iran &
Morocco)
Asim has extensive experience in handling large & complex MR projects. He has wide ranging
experience in conducting both strategic and tactical types of research
Academic Qualifications: MBA Marketing; Masters in Statistics
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Team IROS
Research…
R. Rajesh
Ms. Rajesh is a skilled qualitative researcher with 7 years of experience and has worked with
some of the premier research agencies in India (including PQR –IMRB, TNS and Synnovate).
She has worked on a range of qualitative exercises across a variety of sectors. These include
f.m.c.g, durables, apparel etc. and projects ranging from exploratory consumer understanding,
advertising development & concept testing to brand equity studies
Academic Qualifications: MBA Marketing
Anita S. K.
Anita has worked on both qualitative and quantitative projects but her core competency is in the
area of quantitative research. She has 6 years of MR experience & was a senior manager at AC
Nielsen (I).
Anita holds a degree in Rural Marketing from Institute of Rural Management (IRMA), India and
is proficient in 7 Indian languages besides having a working knowledge of German
Academic Qualifications: MBA Rural Marketing
Sarita P.
Sarita is a quantitative researcher with 4 years of experience. She worked with AC Nielsen (I)
before starting her stint at IROS. Sarita is an alumnus of Pune University where she completed
her MBA in Marketing after earning a PG degree in Economics from Bombay University
Academic Qualifications: PG Economics, MBA Marketing ….among others.
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Team IROS
Field …
R. Kalra (India)
Mr. Kalra has spent over 30 years in Market Research. He is a very experienced field person and
was the field manager at a leading Indian MR agency
He has handled all kinds of market research assignments across the length & breadth of the
Indian sub-continent, including rural and urban India. He has also overseen fieldwork in
neighbouring countries such as Bangladesh and Nepal.
Wael Gamal (KSA)
Wael is Egyptian and is overall head of field operations in the MENA Region. He was field
manager at a leading MR agency in KSA for a number of years before coming on board and has
rich experience of working in the Middle Eastern markets
Ahmed Refaiee (GCC)
Ahmed is Jordanian & handles field operation in the UAE and other GCC countries. He has spent
considerable time in field operations in the UAE and has considerable experience fielding
projects, both large and small
Hassan Faysal (Morocco)
Hassan is Moroccan and works with IROS as field manager for Morocco. He has over 8 years of
experience having started as an interviewer with TNS and has gradually worked his way up. He
has experience in handling both qualitative and quantitative projects
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Team IROS
Field …
Mansour Hosny (Algeria)
Mansour is Algerian and handles projects in Algeria. Mansour has 11 years of experience in
organising fieldwork for a wide variety of projects
Moharam Abbas (Tunisia)
Moharam handles projects in Tunisia. He is Tunisian and has experience in organising fieldwork
of about 7 years.
Hamid Othman (Libya)
Hamid started off in Accounts but soon discovered MR to be his calling in life. He has worked as
an interviewer and supervisor for 5 years and for the past year has been with IROS as a field
manager
Fadel Shafiq (Malaysia)
Fadel has a background in Advertising. He moved to MR and has been organising fieldwork in
Malaysia for the past 6 years
These key field personnel are ably assisted by others who work in the capacity of field
supervisors, moderators etc. and ensure timely completion of projects while maintaining
the desired quality standards.
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Team IROS
DP …
Kavita V.
Kavita has spent over 9 years in analysis and has worked with Research International (I). She
has experience working with Quantum, Quanvert and SPSS
She has handled analyses for complex projects including large U& A studies & STMS besides
handling other analysis projects such as advertising studies, concept use tests etc
Besides the core team, we have a team of analysis executives who handle the DP requirements
and also a pool of supervisors and interviewers who are available on call although they are not on
the payroll
15

Our Quality
The sanctity of any market research is contingent on the constituent data being of good
quality. At IROS, we are avid believers of the QIQO (Quality In Quality Out) doctrine &
devote a lot of time & resources in ensuring this.
Every project has the 100% commitment of the researcher involved, from start to finish
The researcher is involved closely with the field - from explaining project objectives &
detailed briefing to close monitoring of fieldwork progress & random quality checks
All questionnaires/ discussion guides are translated by skilled translators and then back-
translated to ensure that the original meaning/ intent of the questions being asked is not lost
in translation
The same holds true when working with transcripts in local languages and open-ended
coding, to ensure that the essence of consumer feedback is retained when converting the
same from a local language to English.
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Project Management - Responsibilities
Overall direction of the account
Account Director Provide cross country/ category insights
Day-to-day client servicing
Q’re/ DG design, analysis and
Research Managers reporting
Coordination with field managers
Training field agency
Field Manager Field Controller Quality control
Field Field Field Conduct fieldwork
Coding/ data entry
Teams Team Team
Internal quality control
(India) (UAE) (KSA)
Country Field
Field Associates
Managers
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Project Quality Control
Briefing / Fieldwork
Central Briefing sessions at all locations to
ensure that the interviewers and
BRIEFING & Researchers
supervisors have a thorough understanding
TRAINING / Field
of the questionnaire. Mock Sessions
Managers
conducted amongst interviewers and with
real respondents
Field
Managers &
ACCOMPANIMENTS 5% per Interviewer
Supervisors
On at least 20% of the total
Field
sample on a random basis and at
CALL BACKS Managers &
least 10% per interviewer
. Supervisors
Supervisors
100% of the total sample & Field
LOGIC CHECKS
Managers
Initial interviews / audio tapes of the DIs conducted by each interviewers / moderators are reviewed
by the researchers to ensure that all aspects of the research are being covered comprehensively
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Geographic Coverage
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Geographic Coverage
We have a wide footprint that extends from the Indian sub-continent right across the Middle
East, Levant up to North Africa.
Indian Sub-continent Middle East Levant & Iran North Africa
India KSA Jordan Egypt
Pakistan Kuwait Lebanon Morocco
Bangladesh UAE Syria Tunisia
Sri Lanka Oman Palestine Algeria
Nepal Bahrain Iran Sudan
Maldives Qatar Israel Libya
Turkey
We can also organize fieldwork in Eastern Europe & CIS countries (such as Turkmenistan,
Uzbekistan, Kazakhstan, Azerbaijan, Georgia, Kyrgistan and Ukraine), in Africa (Yemen, Angola,
Botswana, Kenya, Uganda, Tanzania, Malawi, Mozambique, Zambia & Zimbabwe) & SE Asia.
We have offices in Mumbai and field offices in Dubai (UAE) & Riyadh (KSA). We operate with our
own set-up in India, UAE & Saudi Arabia. In others, we have field managers and independent
teams as well as small, trusted field suppliers who are tried & tested (our working relationship
with these suppliers spans a number of years, even before IROS was set up). We ensure that our
stringent quality standards are maintained consistently at all times even with partners!!
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Thank You