(1) Abacus Market Analytics is a division of IMRB International that provides market research services including data collection, data processing, data analysis, and reporting. (2) It has over 300 analysts based in India and works with clients across Asia, Africa, UK, and USA. (3) Abacus has capabilities in quantitative and qualitative research methods and collects data through online surveys, telephone interviews, and face-to-face interviews conducted in over 65 languages.

1. Abacus Market Analytics
(division of IMRB International – Kantar Group)

2. Corporate Identity
WPP PLC
138,000 employees in over 107 countries
£ 38 billion in billings
The Kantar Group
Revenues of £ 2.3 billion, 26,500 staff in 80 countries
IMRB International
Abacus PQR MSG/BS CSMM Brand
Science M&P BIRD SRI
Data Marketing Social &
Qualitative Managing Advertising Media & B2B and
Handling & Science Rural
Research Stakeholders Testing Panel Group Technology
Analysis Research
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3. Specialist Units by Research Method
Quantitative custom research units in Mumbai, Delhi,
Kolkata , Bangalore and Chennai
Probe Qualitative Research Partners in Managing
Stakeholder Relationships
The Marketing Sciences Group MindTech Systems & Software
Advertising testing and Brand tracking
Analytics & Data Processing House International Field & Tab
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4. …and Specialist Units by Industry Sector
Research-based consultancy Social & Rural Research
for B2B and Technology Markets Institute
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5. Our Global Footprint
Staff in 12 countries
Worked in over 60 countries in the last year
United Kingdom
Japan
South Korea
Bangladesh
Algeria
Egypt
Saudi Arabia UAE
India
Hong Kong
Sri Lanka
Malaysia
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6. New Services and Standards created by IMRB
India’s first and only Household Panel (1981)
India’s first TV rating system (1986)
Icube India’s first IT and Internet studies endorsed by industry
Itops associations (1996)
India’s first Radio Audience Measurement system (2007)
Instrumental in setting up Market Research Society of India
(MRSI) in 1988
SEC
System
Creation of Social Economic Classification (SEC) used by all
MR companies in India (1989 & 2010)
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7. Abacus Market Analytics Overview
Abacus MA is a full service research Abacus MA Fast Facts
provider catering to the global data
collection, survey programming, data
processing, advance analytics and Parent formed in 1971, Abacus in 2000
reporting needs of companies in North
America, Europe and Asia Part of The Kantar Group/WPP
We are part of one of the largest and 300+ Full- time Analysts
most respected research agencies in
India, with a team size of over 300 Clients across Asia Pac, Africa, UK, USA
highly qualified analysts based at our
operations centers in India. Member of ESOMAR & MRA
ISO 9001:2008 and ISO 27001
Research in 65 Languages
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8. Abacus MA – a Snapshot
Staff strength of 300, majority of whom are Masters in Statistics, Computer Applications,
Operations Research and Engineering
Tools/Software expertise – SPSS Dimensions, Quantum, Statistica, SPSS, Delphi,
Our clients are in UK, USA, South Africa, Japan, France, Australia and most of Asia
ISO 27001
ISO 9001
Certification for Moving to Six Certification for
Processes & Quality Information Security
Sigma level of
delivery capability:
automating tasks
and eliminating
non-value added
work
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9. Abacus Market Analytics Services
Research & Analytics Value Chain
Survey Design Primary Research Data Processing Data Analytics Reporting
• Online & CATI • Global online & • Vast experience in • Data tabulation • PowerPoint
survey scripting CATI data collection processing data templates
• Advanced
collected through
• Programming & • Best in class F2F, statistical analysis • Charting & graphs
various methods
non-English CLT’s, Mall intercept • Commenting and
like web surveys, • Modeling
language overlays & qualitative Data insights
CATI and PAPI
interviews in India • Data mining
• Online portals & • Top line,
• Uniform processes
automated survey • Vast experience in • Predictive analytics Preliminary and
and standard
tools for survey both B2B & B2C Final Reports with
software platforms • Decision trees
campaign segments across executive summary,
management industry verticals • Data entry, data • Simulation advanced analysis,
cleansing & coding techniques conclusions,
• Quota management, • Language
project management capabilities in more • Language • Clustering recommendations
and study than 65 languages translations using • Dashboards
completion support across continents localization
specialists
Tools: Dimensions (IOM) Tools: 2 CATI centers Tools: FoxPro, Tools: Quantum, Espri, Tools: E-Tabs
with 60 interviewers and Quantum, Dimensions SPSS, Statistica Enterprise, VB.net
29 field offices across TOM, Quanvert, SPSS Dataminer based online apps
India
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10. Our Fieldwork Capabilities
Face to Face Fieldwork Global CATI data Collection
• 2 fully Equipped CATI Centers
• Our own offices in 29 States across India
• All major languages / countries covered by 60 +
• Field Network across 29 states in India call associates
• Stringent data security norms
• Capability in 18 Indian languages
• Over 300 full time staff across India for • Strong focus on training
fieldwork
Online/Panels
• Over 5000 freelancers certified by MRSI
• 18 Major Languages & 4 Mn Interviews in 2010 • Global panel partners provide access to millions
of consumers, executives, physicians etc.
• Ability to reach remote villages • Stringent screening criteria for partner panelists
to ensure qualified respondents and quality data
• Quality Control Norms - 3 layers of supervision • Proof of each panel partner's credentials
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11. The Largest Custom Research Field Network - India
Senior Vice President and
Senior Vice President and
Head,
Head,
Abacus Business Operations
Abacus Business Operations
Head,
4 Regional Head, Training Head, Quality Head, CATI
Business
Field Directors & Support Control Centre
Operations
15 Field
Directors
266 Field Management Staff
24 Field 650 Team Leaders and
Manager
3,750 Interviewing Professionals
157 Field
Controllers
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12. Field Quality Control
Interviewers participate in briefing, mock interviews and accompanied interviews,
based on the complexity of the study
Back checks – At least 20% of the total sample size is back checked by the Team
Leader, 10% of TL’s check will be re-checked by the Field Controller
Quality Control & Assurance team does additional checks and reports directly to the
Head of Abacus
Abacus participates and adheres to ESOMAR and MRSI
Interviewer Quality Assessment Program
All questionnaires scrutinized by the Team Leader for
completeness and logic
Some of fieldwork done in the first two days checked by the researcher for
feedback and de-briefing of interviewers
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13. Survey Programming and Design
Abacus programming and scripting capabilities include:
• Experienced team of 15 members trained by Kantar UK
• Tool used: Dimensions (IOM)
• Handle branching, logical routing, piping, embedded quotas, randomization,
rotation along with Embed images, URLs, audio, video clips in web surveys
• All major languages supported
• Ability to program and host online surveys
• Real-time reporting to check project progress and customized online reports
Benefits of Dimensions
• Translation capabilities • Common data storage format/interface
• Open architecture • Powerful interviewing engine
• Scriptable • Web-based user interface
• Write the survey once • Works with (some) party applications
• Easy to program • Integrates well with SPSS, Excel. etc
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14. Data Processing & Tabulations
Raw Data in Excel, ASCII, SPSS
Data Coding
(Manual & web-enabled)
Checking Internal Consistency of
Data
Data Validation Excel, Quantum Programming
Checking Consistency with known
Market Facts
Data Tabulations
Frequencies and cross-tabs – Easily readable data summaries Choice of Output Format
totals, boxed percentages with basic statistical tests (PDF, PPT, DOC, EXCEL, HTML)
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15. Data Analysis
A strong analytics team trained in various statistical/data-mining tools and techniques and
backed by the knowledge and methodological expertise of the Marketing Science Group (MSG)
Solutions Technical Capabilities
• Usage and Attitude Studies • Full range of multivariate statistical
techniques
• Brand Strength and Brand Tracking
• Data Mining suite for KDD (knowledge
discovery from databases)
• Corporate Reputation
• Advertising Effectiveness • Specialized advanced tools for certain
techniques like :
• Event Effectiveness • Latent Cluster Analysis
• Discrete Choice Models
• Pricing Research
• Technology enabled real-time web
• Product Design/Bundle Configuration
reporting for management
dashboards/cockpits
• Customer Satisfaction Research
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16. Charting and Reporting
Strong Charting and Reporting teams ensure that actionable results are extracted and
presented with an eye to formatting details
Charting Team Research & Reporting Team
• Specialized team of 50 analysts and • 10 Market Research methodologists
managers working on analytical outputs working on questionnaire design,
received from the reporting team sampling and methodological decisions
• Analysts trained in quick generation of • Complete understanding of analytical
PowerPoint slides manually and using techniques
software like E-Tabs
• Close attention to formatting, look and • Ability to translate technical output to
feel of slides research answers
• Can use proprietary client templates, • Ability to derive actionable results and
IMRB template or create customized recommendations from analytical
templates output
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17. Charting - Sample Brand Maps
Follow Me
Are suitable for the whole family
Lavenus
Always doing new things Head & Shoulders Sifone
Nice fragrance
Moisturises your hair
Are mild/gentle on your hair Soft and smooth
Understands you Actively care for your hair
Right variant Black and shiny Atractive packaging Axis 1
Rejoice Sunsilk
40.8%
Pantene Beautiful hair
Organics
Trusted brand
Healthy hair Feel feminine
Modern
Understand moisturisation
Clairol Herbal Essence
Experts in haircare
Dove
Natural ingredients
Classy/refined/sophisticated
Honest & believable
Vidal Sassoon
Gives you the look you want
Products that meet all your
haircare needs
= Correlation < 0.50 Axis 2 24.3%
Shampoo (All Correlations) Base : All Aware of Brands
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18. Decision Tree- Example
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19. CHAID Analysis- Example- Classification Matrix
Training Sample
Misclassification Matrix
Actual Category
Not endorsed Endorsed Total The entire sample
Not endorsed 3693 2134 5827
Predicted Category Endorsed 3598 5200 8798
was divided into 2
Total 7291 7334 14625 datasets of 80:20
ratio.
Risk Statistics
Risk Estimate 0.391932 The model was
SE of Risk Estimate 0.00403676 trained on 80%
sample and tested
Training Accuracy 61%
on the 20% sample.
Test Sample
Misclassification Matrix 61% accuracy
Actual Category achieved in Training
Not endorsed Endorsed Total
Not endorsed 862 470 1332
and Testing
Predicted Category Endorsed 847 1196 2043
Total 1709 1666 3375
Risk Statistics
Risk Estimate 0.390222
SE of Risk Estimate 0.00839663
Test Accuracy 61%
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20. Regression Based Simulator- Example
• Regression based simulator helps in
understanding the changes on relational
outcomes by experiences of process areas
• This simulator is based on study
conducted for a cell phone maker
• It allows users to specify the values to
build ‘what if’ scenarios to see how
relational outcomes will get impacted by
changing the customer experiences
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21. KPI Dashboard ( Online )
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22. E-Tabs Vs Manual Charting
Benefits of E-Tabs
• Faster turnaround time
• Accuracy of data
• Can automate decks with all standard charts and even a few non-standards ones
• Very useful when we have a standard requirement to be generated month after month
• Integration of data from multiple sources
• Substantial cost savings
Turnaround time
• A fully automated deck reduces effort by around 50% to 60%, on average
"Compared to the manual production estimate of 300
hours, Abacus MA cut production time by 80%...One
analyst with E-tabs was able to accomplish the same work
as five analysts creating reports manually" - Client
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23. Some of the Most Loyal Client Relationships
§ 5 of our clients have been with us for the last 12 years, or ever
since they set up business in India
§ Overall, more than 80% of our business is from repeat clients
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24. Client Testimonials
“The research team does not act on the research brief as is, they think of the problem
in depth and challenge the thinking, and usually come up with innovative
methodologies that best achieve the objectives”
“Superb planning and teamwork, ensuring high quality data collection in almost
clockwork fashion. I am absolutely delighted by the business relevance of the
findings in helping us take an important business decision”
“IMRB showed a high degree of professionalism, rigor and discipline. An excellent
level of Client servicing and need fulfillment, pro-activeness and analytical focus”
“Thank you for your quick and valuable inputs during the study. You have proved
yet again that we can depend on you”
“As a team they produce thoughtful proposals, excellent fieldwork and
presentations. They are constantly involved in the work. They feel like a version of
our own office”
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25. So What Makes us DIFFERENT??
Loyal Client
relationships
WHAT’S
DIFFERENT?
Multi-country
research
capability
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26. Thank You
For business queries please contact:
Surya Kiran (Head, Client Relations and Sales)
Email: surya.kiran@imrbint.com
Office Line: +91 11 40893238
Mobile: +91-9873336087