This document summarizes the credentials of a marketing research and consultancy firm established in 2001. It has expertise in conducting pan-India market research assignments using various techniques. The firm provides unbiased market insights and consulting services to help clients understand consumer behavior and address business issues. It has domain expertise in various industries and a geographic presence across India. The firm offers a range of market research services including advertising testing, demand forecasting, customer satisfaction studies, and brand tracking. It has infrastructure and resources to handle diverse research needs of clients in various sectors.

1. Our Credentials

2. About Us
 A marketing research and consultancy firm, incorporated in 2001
 Infrastructure and expertise to handle Pan India assignments.
 We are able to understand the deeper conceptual, psychological cultural and social issues
that shape today’s complex markets and have earned a reputation for depth of field &
analytical services.
 We provide unbiased, comprehensive, in-depth research by means of analysis, generating
insights into consumer and market behavior. We use a variety of research techniques and
innovative technology to understand and gain insights into consumer behavior.
 Our consulting helps our clients understand and tackle problematic situations and be a
leader in the market.
 ‘Enthusiasm’, ‘Professional commitment’ and ‘Passion to be the best in business’ drives us
to provide highest quality of service to its clients.

3. Domain Expertise & Geographic Presence
Retail
FMCG
Banking &
Automobile
Insurance North South East West
Chandigarh Bangalore Bhubaneswar Ahmedabad
Delhi Chennai Kolkata Bhopal
Domain Lucknow Cochin Indore
Ludhiana Hyderabad Kolhapur
Expertise IT & Mumbai
Real Estate Nagpur
Telecom
Nasik
Pune
Oil & Gas Healthcare

4. Service Portfolio
Ad Testing Customer
Satisfaction
Product & Customer
Demand Consumer
Concept Loyalty
Estimation Panel
Customized / Testing Tracking
Ad-hoc Tracking &
Research Measurement
Location Advert Brand
Identification Research Retail Audits
Tracking

5. Customized / Ad-hoc Research – Ad testing
To test the advertisement for specific TA to understand the awareness, message
clarity, improvements needed in ad
Inputs Output Rationale
 Awareness Representative
 Message Clarity thinking
 Advertisement
 Improvement Specific
 TA
areas/ questioning
 Product
disconnect related to
elements if any message
Key things…..
 Relevance Cognitive appeal
Exposure to media (in which ad is being shown) is adequate
Familiarity to the product/ category
Analyze the impact of advertisement element wise

6. Ad Testing continued…
Sample deliverables

7. Demand Estimation
To forecast product demand factoring in recurring seasonal & systematic patterns
in sales data
Inputs Output Rationale
Seasonal
 Timely product
 Sales data Fluctuations
introductions
 Customer Intent Systematic
 Understand
 Category Trends Fluctuations
Sales patterns
 Distribution data Competitive
 Target setting
scenario
Key things.....
Analyze supply data in line with trends, fluctuations and form a growth norm
Test competitive scenario to understand any future impact on demand
 Analyze the factors impacting demand

8. Demand Estimation continued…
Sample deliverables

9. Location Identification
To accurately locate retail outlets, franchises and dealerships in a specific
geographical area to maximize sales potential
Inputs Output Rationale
 Key locations that
 Traffic Count  Systematically
maximize traffic
 Topography plan the location
 New locations that
 Catchments to maximize sales
hold sales
 Key Competitors potential
potential
Key things.....
Identify the right place for footfall
Test location in terms of appeal, probe to understand the different views/
opinions leading to preference/ choice
 Analyze respondent profile demographically in line with the preferences/
acceptance

10. Product & Concept Testing
To test Products & Concepts amongst actual/potential customers resulting in
better product design & communication
Inputs Output Rationale
Product level  Product
 Customer
changes Customization
opinions
Product  Understand
 Usage data
Acceptance pricing points
 Buying history
Customer profiles  Innovative ideas
Key things.....
Identify relevant TA
Test acceptance, probe to understand the different views/ opinions leading to
acceptance
 Analyze respondent profile in line with the preferences/ acceptance

11. Product & Concept Testing
Sample deliverables
39 % 28 % 32 %
Concept liked Concept liked but Concept not liked
Ready to try the unwilling to try and not willing to
product/ concept the product/ try the product/
concept concept

12. Tracking & Measurement Services -
Customer Satisfaction & Loyalty Studies
To identify & fix key action areas to enhance customer experience with the
product/ service
Inputs Output Rationale
Key action points Systematic plan to
 Expectations contributing to improve
Performance satisfaction satisfaction
Importance Likely impact of Retention strategy
improvement Product Design
Key things.....
Have a right benchmarking approach
Identify important factors in relationship and improve to create customer
delight instead of just satisfying customers
Accept it is not possible to satisfy each & every customer and hence prioritize
Focus on moving “Risky” customers to other quadrants

13. Customer Satisfaction & Loyalty Studies continued 1 …
Sample deliverables
39 % 22 %
Loyal Approachable
High on
commitment and High on
Highly likely to commitment but not
continue using the likely to continue
brand with the brand
23 % 16 %
Stuck At risk
Low on commitment Low on commitment
but highly likely to and not likely to
continue using the continue using the
brand brand

14. Customer Satisfaction & Loyalty Studies continued 2 …
Sample deliverables

15. Brand Tracking
To understand and measure brand equity
Inputs Output Rationale
Different brands
would have different
 Brand associations
 Brand recall
communication Profiles would differ
 Association
 Market visibility for different brands
Also would depend
upon positioning
Key things.....
Exposure to communication
To check association with other images
Usership of the brand (Demo/ psycho …)

16. Brand Tracking continued…
Sample deliverables
Values relationship with
the customer
Customer
focused
Quality
conscious
Consistent with
Professional the policies

17. Retail Audit
To understand and measure consumption for a specific commodity/ brand
Inputs Output Rationale
 Validation of People would have
Sales Data preference for a
 Sales data  Preference particular brand/
 Covert & Overt of a commodity
observation commodity/  However lack of
brand over availability for a
others particular brand might
Key things.....
change the dynamics
Awareness and emphasis for a particular commodity/ brand
Observe behavior in case of non-availability of that particular commodity/ brand

18. Banking & Finance Studies
 ICICI Bank: GRS conducted 14 Focus Group Discussions (FGDs) with Farmers all over
Maharashtra at Taluka places and surrounding Villages to understand Farmers’ experience
while availing Loans to buy Tractors (both pre and post loan approval).
 Bank of Maharashtra: GRS conducted Customer Satisfaction study all over Maharashtra
using a structured questionnaire amongst 4500 customers to understand their level of
satisfaction vis-à-vis competition.
 Bank of India: GRS conducted Customer Satisfaction study all over Maharashtra using a
structured questionnaire amongst 2200 + customers with an objective to understand the
level of satisfaction vis-à-vis competition.
 TVS King: GRS conducted In-Depth Interviews (IDIs) among the 600 Rickshaw Owners of
Bajaj and TVS (total 150 interviews in each metro) to identify their expectations with
reference to Finance Schemes, Cost of Permit, Down-Payment, EMI etc.
 Mahindra Tractors: GRS conducted F2F interviews with Farmers to understand the
acceptability of Mahindra Samruddha Jeevan Yojana, their expectations through this
scheme as well as performance of Mahindra across Maharashtra.

19. Our Infrastructural Facilities
 20 Computers / Laptops
 We use high end servers with dedicated
leased line (2 Mbps) to help ensure high
redundancy levels
 Separate cabins for CATI
 2 seats for data punching  High end power backup systems with
backups up to 24 hours are installed and
 Data Analysis Experts
ready to go
 Firewalls - both hardware & software are
used to ensure the highest amount of
confidentiality and data security to our
clients

20. Our Esteemed Clients

21. Thank You
Tel: +91 20 4120 7840 │HP: +91 82370 35358
E-mail: munish@grsindia.com
Website: http://www.grsindia.com