IMRB’s parent company is Hindustan Thompson Associates, which in turn is owned by Martin Sorrell’s WPPGroup plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate.
*It’s counterpart the Elite Household Panel tracks information in affluent, urban households.
*Seven of the top ten Clients of IMRB have been with them from the very beginning. Over80 pc of IMRB’s business is from repeat clients
Headquarters: Mumbai, India
Member of Kantar Group
Type: Subsidiary Company
Founder: Hindustan Thompson Associates
Parent Co: Hindustan Thompson Associate
Operations: In 15 countries
Employees: 1200 (full time)
Official Website: www.imrbint.com
India’s first TV rating system
India’s first Radio Audience Measurement system
India’s first and largest Household Panel
Instrumental in setting up of Market Research Society of
India (MRSI) in 1988 (Founding member)
Creation of Social Economic Classification (SEC) system by
Ashutosh Sinha of MSG, now used by all MR companies in
India’s first IT & Internet studies endorsed by industry associations.
Quantitative custom and
syndicated research, National
Foods Surveys. Responsible for a
wide range of data analytics. It
comprises bulk of IMRB's custom
research. This is the oldest and
most profitable division of IMRB
Ethnographic, qualitative custom
research. Integrates insights from
anthropology, psychology and
Media and Panel
Developmental Research, Public
Health Research, All India Health
Survey. Primarily services aid
agencies, NGOs and the government.
Responsible for the largest UNICEF
Survey on polio, data collection for
National Family Health Survey.
Market Pulse, TGI, custom media
research. Tracks over 70,000
households’ purchase behaviour.
Conducts custom specialized media
BIRD, the Business & Industrial Research Division of IMRB
International, is the market research and consultancy
division servicing B2B and industrial markets. For catering to
technology markets including IT hardware, software &
services and Telecommunication, there is an exclusive e-
technology Group within BIRD.
At the macro level, BIRD offers services covering industry
trends, regulatory environment, economic scenario,
international trade and market overview.
At the micro level, BIRD offers services such as brand /
product positioning, customer segmentation, channel
perception, market sizing, pricing, distribution strategy,
product development assistance etc.
Apart from syndicated studies such as ITOPS and ICUBE,
BIRD offers research services to meet clients’ specific
BIRD services private sector, public sector, government
departments and multilateral agencies. It has clients in all the
five continents of the world.
Runs WAM, India's Web Audience Measurement service.
Customer and Employee satisfaction surveys, Loyalty
Programs. Here the focus is on stakeholder
researchers, employees, vendors and shoppers. Tracks
employee satisfaction and stakeholder loyalty levels.
CUSTOMER RELATIONSHIP ASSESSMENT (CRA)
CUSTOMER TRANSACTION ASSESSMENT (CTA)
SUPPLIER RELATIONSHIP REPORT (SRR)
LOST CUSTOMERS ASSESSMENT (LCA)
Internal Customer Satisfaction
REPUTATION & STAKEHOLDER ASSESSMENT
Financial Impact Modelling (FIM™)
THE TAO OF LOYALTY.
New tools that help understand brands, and
communication in an Indian context. Provides
brand and communications consulting and
advisory services. Brand Science Group
has introduced 3 new models in the
Spotlight for Communication Evaluation
Brands In Motion for Brand Health
Measurement & Tracking
/Communication Tracking/Post launch
evaluation both discrete and continuous
Brand Gene for Brand Equity
ABO is an ISO 9001:2008 certified specialist unit of IMRB
International. It has the largest Custom research fieldwork and data
collection capabilities in the country. With over 200 full time
employees managing and supervising the work of over 4000
interviewers on any given day, we conduct over 4 million interviews
annually. Over and above this, we interview another 1.5 million +
We have 15 Field Offices and teams in over 100 towns of India,
covering the entire topography of India and the heterogeneous
population of the country. Bulk of the face-to-face interviewing still
happens in local languages. IMRB has a pool of trained and skilled
manpower to conduct interviews in local languages - the key to high
quality data collection.
Abacus Business Operations has a rigorous 3-Tier quality check
processes to ensure you get high quality data to take your business
decisions. The ABO team has its own set of translators and
scrutinisers to check the quality of output and translation of
verbatim. It has trained Freelance Professionals capable of
conducting interviews on laptops, PDAs and using hi tech gadgets
like GPS meters, digital cameras and recorders.
Abacus Research looks after the domestic and
International Field and tab business. They
service Clients and Research Agencies which
have their own Research set up and only want
the data collected and clean data sent to them.
Abacus Research also runs Flexi Bus – a study
which gives Clients’ the advantage and of quick
turnaround on a few critical questions and the
flexibility to study the Target Group in markets of
their choice at the cost of an Omnibus.
It has a team of expert Project Management
Executives led by a seasoned and highly
experienced Operations Director . This team
also has the experience of managing the largest
number of automotive clinics and have a
protocol set up for the same.
Market research software, data fusion, computer
aided survey systems). Provides customized
software & platforms for data collection & analysis.
It provides software support for TAM and retail
purchase data collection.
Data processing, advanced analytics, market
research software. Handles operations in data
processing, charting, statistical analysis, database
management and updating, software development
and testing. It offers a wide range of services to all
the research units in IMRB. These include data
processing, charting, statistical analysis, database
management and updating, software development
Advertising and Promotion research:
Advertising research derives its importance from the fact that today, a huge chunk
of any organisation's marketing expenditure is spent on advertising. A good
advertisement can do wonders to an organization’s top line; a bad one can tarnish its
image for several years to come.
The advent of globalisation has actually left only a nominal significance for national
Promotion has been defined by many marketers as the most significant of the four
Ps of marketing. A marketer may create a great product, price it reasonably enough
and place it in outlets all over the country, but unless he has promoted it well, the
consumer would not even ask for it. Promotion research helps an organisation foresee
the outcome of all such activities, it wishes to undertake.
Often interpreted as being synonymous with audience measurement, particularly in
the case of newspapers and magazines, media research is much more than that.
Selecting the right media of communication is of paramount importance to every
Usage and Attitude Studies
Brands today are operating in an extremely dynamic market. As the marketplace
changes, clients need to evaluate a brand's position compared to the competition. IMRB
International designs usage and attitudes studies that provide quintessential information to
lay the foundation for successful strategic marketing. IMRB studies also serve as useful
benchmark tools, allowing clients to measure their performance across all the parameters
important to the category, and target specific areas to track over time.
What's the most appropriate name for a product ? What does a name connote to a
consumer ? Naming research answers these and other important questions. IMRB
International has been associated with the christening of a number of leading brands.
Segmentation and Profiling Studies
Segmentation and profiling is critical in targeting specific groups and understanding the
purchase behaviour of those consumers who represent the greatest sales opportunities.
Key groups are identified, based on a number of different criteria including attitudes,
psychographics, motivations and barriers, usage habits, loyalty, etc. Once the segments
have been identified, analysis is conducted to provide insight into the purchase behaviour
and demographics of each such group.
Channel and retail research:
Mystery Shopping is the best, most objective way to gain information about customer
service and satisfaction, condition of the store / showroom and employee performance
across locations. Mystery shopping services also provides the opportunity to covertly
examine the performance of competitors and the operative prices for competition. IMRB
International provides effective consulting on Mystery Shopping that includes operational,
incentive-based, competitive and telephone-based mystery shopping.
IMRB International provides professional auditing services for manufacturers and retailers
across the Indian sub-continent. IMRB has more than 20 years of on-site auditing
In order to beat competition, marketers constantly have to look for differentiators which can
make their brand 'visible' and 'acceptable' to the consumers. Until now product and price
were the sole differentiators but over the years, brands have realized the significance of
'point of sale' as a brand building tool. In this way the role of the store is also getting
redefined. ‘Location’ has become a key factor to reach consumers. IMRB International
provides tailor made solutions to meet customers’ location related requirements
Customers are asked if they would buy a product at a particular price. The respondents are
exposed to the price in a randomised manner and are again asked if they would buy or not.
The technique helps understand the price elasticity for the product by working out what
levels of demand would be expected at each price point .
Price Sensitivity Monitor (PSM)
This technique helps one identify the acceptable range of prices in the minds of the
consumer and determine whether the price is set too low (creating suspicion about quality)
or too high (offering poor value for money).
Conjoint Analysis is a technique that allows one to understand how people make trade-offs
between different products and services and the values they place on different features.
Brand Price Trade-Off (BPTO)
BPTO is a variation of the Conjoint Technique, where several brands are shown at once
and the customer chooses the preferred option. The BPTO determines the impact of price
increases and decreases on the sales of the brand, provides the response to competitors'
changes in price and provides an analysis of gains and losses.
Corporate and Employee research:
Corporate Image Studies
In today's world of keen competition, a company is evaluated not just by its products
but to a great extent by the imagery it conjures. With the consumer becoming more
educated, this aspect is gaining importance by the day.
Corporate image of a company is the sum total of its image among its various internal
and external publics - consumers, employees, shareholders, suppliers and dealers,
the financial community and even the government. The image of the company among
industry federations and workers' unions etc is also important in understanding the
equity of the company. A comprehensive Corporate Image study helps understand
ones strengths and weaknesses as compared to the other corporates.
IMRB International has handled Corporate Image studies for a number of leading
corporates in the country.
IMRB International's specialist division CSMM is the sole licensee for Walker
Information Network processes for Corporate image studies. Good company image
eventually leads to increase in sales, profits and market share.
Strategic market research:
IMRB International plays an important role in the ‘concept’ stage by helping to establish a clear
understanding of the consumer and the market through Market mapping, Demand estimation and
IMRB International can help create and refine all aspects of product development, working quickly
and in line with the demands of rapid development cycles - Refining product, Positioning, Naming,
Visual Identity and Web Interface. Usability research can help eliminate confusion, increase
intuitive usefulness and ease navigation and increase trust.
IMRB International can help ensure that the message a product or service is intending to send to
consumers is actually what they perceive. In addition, multilingual insights can guide you around
potential linguistic and cultural minefields. IMRB provides crucial information about ideal
packaging, communication strategy and merchandising strategy.
IMRB International can help provide a very effective on-going link to consumers and markets and
impart a deep understanding of market and consumer changes through Customer Satisfaction
research, Trend research studies and Redesigning.
IMRB has decades of experience in product testing. This experience has been drawn upon to
create tools for product testing. IMRB has access to a wide array of techniques:
MDS, correspondence analysis or the Biplot to visualize the results of a test involving a large
number of tests.
Correlations analysis, run factor analysis or cluster attributes to understand relationships
Penalty analysis, regression and structural equation modeling are employed to understand the
impact on overall liking. Penalty analysis is a simple and effective way of prioritizing the areas
for improvement. Structural equation modeling can provide an insight into the drivers of liking-
and the manner in which impressions are formed.
IMRB over the years has been involved in package testing and development for several
FMCG clients. IMRB’s expertise spans the following broad areas:
Basic Pack Evaluation to make pack choice decisions
Measuring the contribution of the pack in driving the brand’s vision
Pack Optimization Studies – Evaluating, decoding and measuring the impact of pack elements
such as colours, fonts, graphics, shape and size .
The packaging test protocol at IMRB involves integrated qualitative and quantitative
modules to provide a holistic solution to support all facets of pack related decision-making..
Mystery Shopper Insights (MSI)
Mystery shopping is now being used by many organizations to evaluate their in-store
service standards and conformity to the processes. Trained shoppers anonymously
evaluate the infrastructure, processes, service delivery, customer service, operations,
employee integrity, merchandising and product quality. They independently audit processes
& staff, giving constructive actionable input for improvement of service delivery.
Objectives of Any Mystery Audit Program:
To check conformance to guidelines for service delivery as laid-out by the retailer.
To measure the effectiveness of training imparted to employees.
To recognize good employees based on findings of the audits.
To measure the extent of brand advocacy by multi-brand outlets.
To audit prices through a pre-designed negotiation process and determine market operating
Specialist team at IMRB International has experience with nearly 30 regular mystery
shopping programs conducted across diverse sectors. By Mystery Shopping Insights, IMRB
helps managers in both tactical and strategic decision-making processes and also in
improving the quality of services provided at the outlet. IMRB has a team of 40 researchers
across Delhi, Mumbai and Bangalore who design and manage mystery shopping studies.
Customer satisfaction research:
It is very important to determine the customers' perception of quality for products and
services provided. It is a known fact that customers rarely complain - they just don't come
back. Customer loyalty is considered worth ten times more than the price of a single
purchase. Moreover, researchers claim that if a customer doesn't like the product or service,
he will tell on an average eleven more people about his experience. This illustrates the
importance of ensuring customer satisfaction.
Customer satisfaction research is increasingly becoming an essential ingredient of any
program aimed at maintaining the existing customers and revenue, increasing the customer
database and enhancing brand value. Conducting customer satisfaction research by a third
party organization has an advantage that the responses obtained are more reliable. It
eliminates the errors due to perception and stereotyping of in-house researches. This is
because in third-party research, the customer-vendor relationship does not get affected.
However, the costs involved in outsourcing such research work to external agencies must
be duly considered.
Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist
unit of IMRB International. CSMM is also a exclusive member of the Walker Information
Global Network (WIGN) in the Indian subcontinent. CSMM has many proven methodologies
and processes for customer satisfaction research.
B2B and Industrial research:
B2B and Industrial Research is about understanding the market for goods and services that
are consumed by entities other than individuals. BIRD, the Business & Industrial Research
Division of IMRB carries out wide variety of B2B and Industrial studies in a numerous
sectors. For catering to technology markets including IT hardware, software & services and
Telecommunication, there is an exclusive e-technology Group within BIRD.
At the macro level, BIRD offers services covering industry trends, regulatory environment,
economic scenario, international trade and market overview.
At the micro level, BIRD offers services such as brand / product positioning, customer
segmentation, channel perception, market sizing, pricing, distribution strategy, product
development assistance etc.
Apart from syndicated studies such as ITOPS and ICUBE, BIRD offers research services to
meet clients’ specific requirements. It helps clients all through the product life cycle from
product development to launching it in the market to making a success out of it. While
researching the buyers, users, influencers, installers, traders, marketers, importers,
exporters and manufacturers of the product, BIRD keeps in perspective the global market
BIRD services private sector, public sector, government departments and multilateral
agencies. It has clients in all the five continents of the world.
IMRB also offers a variety of syndicated research products and reports that are widely used as
industry bench-marks of consumer behavior, such as:
MarketPulse, a continuous monthly tracking of household purchases across various FMCG
categories. The panel covers over 70,000 homes with 56,000 homes in urban and 14,000 in rural
India and is widely used as a benchmark for purchase, and pricing behavior*
WAM and RAM, which is a standardized audience measurement systems that sample web and
radio audiences, and provide real time detailed segmented data on web usage behaviors
ITops and ICube, syndicated annual research reports on the landscape of new technology in India.
ITOPS is a half yearly track of the Indian PC, Networking and Software market.
TGI India, collaboration with TGI, which provides the largest single source marketing and media
information covering data on consumer attitudes, motivations, media habits and purchase
Homemaker Bioscope - A decision support system for a comprehensive understanding of
National Food Survey – It is a comprehensive study on food habits and consumption across
IMRB KidScan- It is a syndicated study launched by IMRB International as an attempt to
understand the Indian kids’ world and their interaction with their environment.
Highly loyal Client relationships:
Our top clients include BAT Group, Bharti Group, Cadbury, Ford
Group, Frito Lay, Glaxo Smithkline, Heinz, Indian Airlines, ITC
Group, Millward Brown, Nestle, Pepsi Group, Reckitt Benckiser,
Research International, TVS Motors, Unilever Group, VST and
so on *
Walker Information Global Network (WIGN)
Walker is a consulting firm specializing in customer strategy. The Walker global
network, work with CSMM, a specialist unit of IMRB International, to provide a
unique combination of local knowledge and global reach - all aimed at managing
stake holding relationship and improving business performance.
Associates and Affiliate companies
IMRB International has acted as a catalyst in the development of market
research infrastructure in neighbouring countries. We work with associate
companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East
(Arab Market Research Bureau), and through affiliates in Australia, Singapore,
Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan,
Bangladesh and Myanmar.
Yankee Group is the expert in navigating the global connectivity revolution.
Yankee Group has partnered with IMRB to be their exclusive representative for
India. This strategic partnership between IMRB International and Yankee Group
will bring in an international perspective in the fields of telecommunications &
wireless/mobile, consumer, media and entertainment and IT hardware, software
Finance /Banking /Insurance
IT Hardware & Software
Logistics and Transportation
Education & Training
Media and Entertainment
Chemicals & Petroleum
Energy & Environment
Construction and Building
Travel & Tourism
Social & Rural
Steel & Other Metals
IMRB is one of the top 20 market research companies in the world.
IMRB is the market leader in India and has been awarded the MR
agency of the year, five times since 2005. It also won WPP’s Atticus
award jointly with JWT.
It is a part of WPP, which is a £5.9 billion (2006) revenue company with
100,000 employees in 2000 offices across 106 countries.
It operates through own offices, joint ventures and associates in 17
countries - Algeria, Australia, Bangladesh, Egypt, Hong Kong, India,
Japan, Malaysia, Morocco, Netherlands, Pakistan, Saudi Arabia,
Singapore, South Korea, Sri Lanka, UAE and UK.
IMRB is aligned with the Kantar Group, an umbrella network of
global market research companies that together account for over $2
billion in revenues and form the world’s second biggest market
IMRB’s Footprint :Own offices in 19 cities covering Seven
•IMRB offices/ associates
Australia Indonesia Nigeria Sudan
Argentina Italy Oman Syria
Bangladesh Japan Pakistan Taiwan
Bahrain Jordan Philippines Thailand
Brazil Korea Poland Tunisia
Cambodia Kuwait Qatar Turkey
China Lebanon Romania UAE
Egypt Laos Russia UK
El Salvador Malaysia Saudi Arabia USA
France Mexico Seychelles Vietnam
Ghana Morocco South Africa Venezuela
Germany Myanmar Spain Zambia
Iran Nepal Sri Lanka Zimbabwe
Study done all over the world!
IMRB has worked in over 54 markets in the last two years..
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 & won
Won WPP’s Atticus award jointly with JWT