IMRB International

We are…

…the university of Indian market research.

…a crucible for raising the finest market researchers produced in this country

…the top 20 MR Companies

in the world.

We are part of WPP…

Formed by Sir Martin Sorrell in 1985, WPP is a £5.9 billion (2006) revenue company with 100,000 employees in 2000 offices across 106 countries

Member of Forbes A list - of world's best big 400 companies

Rated one of Britain's top employers by

Corporate Research Foundation

We pioneered…

India’s first TV rating system

India’s first Radio Audience Measurement system

India’s first IT and Internet studies endorsed by industry associations

India’s first and largest Household Panel

Instrumental in setting up of Market Research Society of India (MRSI) in 1988

Creation of Social Economic Classification (SEC) system by Ashutosh Sinha of MSG, and used by all MR companies in India

Path breaking book on employee loyalty “The Tao of Loyalty”by Ajit Rao of CSMM

SEC System

ItopsIcube

Probe Qualitative Research

Analytics & Data Processing House

Partners in Managing Stakeholder Relationships

Widest range of Specialist units…..

The Marketing Sciences Group

Research-based consultancy for B2B and Technology Markets

Social & Rural Research Institute

Media & Panel Group

IMRB’s Footprint :Own offices in 19 cities covering Seven Countries

Delhi

Mumbai

BangaloreChennai

Colombo

Hongkong

Singapore

Seoul

Guangzhou Taipei

Manila

Bangkok

Kuala Lumpur

Shanghai

•IMRB offices/ associates

•Field associates

Beijing

Tokyo

Kathmandu

Calcutta

Jakarta `

Morocco

AlgiersTunis

Cairo Beirut

DamascusKuwait

DubaiMuscat

Islamabad

Lahore

DhakaKarachi

Jeddah

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

Some of the most loyal Client relationships……

7 of the top 10 Clients of IMRB have been with us from the very beginning, 37 years ago, or ever since they set up business in India

Over 80% of IMRB business is from repeat clients

We have won several awards…

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 and won awards

Won WPP’s Atticus award jointly with JWT

eTechnology Group@IMRB

Mitigating risks in marketing decisions through research based consultancy in Technology markets

Matching research tools to market needs:

Basic market research

techniquescontextualized to

marketing problem

Low HighRisk

Possible needs:

•Product penetration•Brand share•Corporate reputation

Advanced MR Techniques with Hybrid methods (Qual+Quant)

& sector knowledge

Possible needs:

•Competitive strategy•Product enhancement•Brand positioning

Holistic view backed

with expert opinion (Sector, consumer

& Technology knowledge)

Possible needs:

•Future Mapping• Brand strategy•Product formulation

Operates B2B studies in enterpeise Telecom, IT, Internet & business space under the eTechnology Group@IMRB brand name

Has tie-up with Yankee Group of US-

The experts in navigating the global connectivity revolution

Syndicated offers

CTOPs – Panel of CIOs ITOPS – IT Hardware market Tracker

Icube – Sojourn into Internet Space

Technology client…blue chip organizations

…with respected regional players…

Industry associations & government bodies

Our Syndicated Offering……

………Designed to deliver rich insights from Indian IT heads

CTOPS-A Unique Combination of…

…Opinions that matter mostPrecise information from a dedicated

panel of IT heads of medium and large businesses

…Topics that make news

Topics that are the top of mind areas of focus for the IT heads and for the

IT service providers

… Technology Research expertise of the looking

glasseTechnology Group@IMRB brings in the expertise built over more than 10 years of technology research and understanding to provide insights and directions to

clients

Methodology

Recruitment of Panel

Close interaction with the IT heads for studies spread across the year

Views and feedback on specific topics through dedicated online portal

Panel of IT heads across all the major verticals

Data Collection

Qualitative and quantitative data collection combined with strong domain expertise of

eTechnology Group@IMRB

Telephonic recruitment across medium and large organizations

In-depth interviews by IMRB researchers on

regular interval

Deliverable Approach

Qualitative inputs

Quantitative Data

Domain Expertise

A Multi facet approach towards final deliverable…………

Analysis

Report

CTOPS

CTOPS Advantage

Hybrid design - Questionnaire

The interview would be a mix of qualitative and quantitative questions. This would provide strong insights to the reasons for the responses of the IT heads apart from providing quantitative numbers on preferences, etc

Hybrid design - Questionnaire

The interview would be a mix of qualitative and quantitative questions. This would provide strong insights to the reasons for the responses of the IT heads apart from providing quantitative numbers on preferences, etc

Vertical Market Landscape

Provide a detailed understanding of specific verticals for clients to further develop / validate any vertical strategies employed by them

Vertical Market Landscape

Provide a detailed understanding of specific verticals for clients to further develop / validate any vertical strategies employed by them

Panel Based approach

Offer opportunity for longitudinal analysis apart from advantages of time and costs. This also allows CTOPS to have bi-monthly and quarterly reports

Panel Based approach

Offer opportunity for longitudinal analysis apart from advantages of time and costs. This also allows CTOPS to have bi-monthly and quarterly reports

CTOPS

Hybrid design – Topics

The topics would be a mix of tracking and one time technology topics. Thus, the clients would be benefited with the IT heads’ views on technologies and also measure their changing perception to the technology brands

Hybrid design – Topics

The topics would be a mix of tracking and one time technology topics. Thus, the clients would be benefited with the IT heads’ views on technologies and also measure their changing perception to the technology brands

Research Categories for IT services

Relevant studies…..

Brand and Communication

Related Research

Research to test new concept/ideas

Customer/Employee Satisfaction

Research to estimate Market Size/Potential

Account Mapping Exercise

Research Design and Coverage

Data CollectionMethods

Data CollectionMethods

Geography Coverage

Geography Coverage

CategoryCategory

Target Respondent

Target Respondent

• India•USA• United Kingdom• Middle East North Africa• Western Europe• APAC

• India•USA• United Kingdom• Middle East North Africa• Western Europe• APAC

•Primary IT Decision Maker-

CIO/CTO/IT Head

•Functional Heads-CEO, CMO,

CFO etc.

•Primary IT Decision Maker-

CIO/CTO/IT Head

•Functional Heads-CEO, CMO,

CFO etc.

• Software Product

• Software Services

• Enterprise Solutions

• Hardware etc.

• Software Product

• Software Services

• Enterprise Solutions

• Hardware etc.

• CATI•CAPI•Online•Face to face•Blog research

• CATI•CAPI•Online•Face to face•Blog research

Brand and Communication related Research

Studies in Brand and Communication Space…..

Brand Tracking Brand Tracking Brand Benchmarking Brand Benchmarking Brand DiagnosticsBrand Diagnostics

Brand Assessment (Pre and Post)

Brand Assessment (Pre and Post) Brand NamingBrand Naming Ad effectiveness (Pre

and Post)

Ad effectiveness (Pre and Post)

• To measure the brand awareness & perception

• Track over a period of time

• Quantitative Approach is ideal to carry out the exercise

• To assess the awareness and image

based on the key parameters

intended to be communicated

through the image campaign

• Quantitative Approach is generally

undertaken to carry out the

exercise

• Brand naming exercise is done

to find out the appropriate name

for the new product

• Qualitative Exercise is best way

to carry out the exercise

• To understand the “Reasons Why” behind a particular brand image

• “Reasons Why” can be addressed to improve the Brand Health

• Combination of Qualitative & Quantitative Approach is ideal to carry out the exercise

• To evaluate the effectiveness of the

ad-Champaign amongst the target

segment

• Combination of qualitative and

quantitative exercise is best suited

methodology to carry out the

exercise

• Prerequisite for any large brand building exercise

• To gauge the current standing of your brand vis-à-vis competition.

• Quantitative Approach is suitable for carrying out the exercise

Indicative List of Information Areas for Brand Tracking Exercise

TOM SpontaneousAided Source of awareness

Product/service offered by the company

Seen/Installed/Used the product

Advantage/disadvantage found in the product

Interaction with company people/website

Product quality Stability of the brand in the marketValue of moneyHigh Industry acknowledgement Recognized SI PartnersQuality of promotional activity

Brand promiseComfort level with

brandBrand trust and

recognitionBrand Loyalty Satisfaction with

existing vendors

Brand Consideration Intention to future

purchaseRecommendation

Company related image parameter

Product related image parameter

Communication related image parameters

Awareness Awareness FamiliarityFamiliarity StatureStature

Empathy/ValueEmpathy/Value

AdvocacyAdvocacy

ImageryImagery

Understanding the effect of brand building exercise

To determine the brand stature among the target group and determine its standing in comparison to the internal perspective and competition brands

To undertake diagnostic analysis into the reasons for the brand position

To track the changes in the brand post completion of the activity to identify any measurable change in the brand stature and standing

Qualitative Phase- In depth interviews with the senior level employee in the organization and involved in the decision making process for IT based solutions

Quantitative Phase- Structured interviews were conducted through the web and would be augmented using telephonic calls

Brand standing paradigm was used for determining brand position and related diagnostics. This enabled the client to assess its current brand position and drill down to specific concern areas for action standards

Sample Study

ObjectiveObjective

MethodologyMethodology

DeliverablesDeliverables

Market Sizing/Potential Estimation

Market Size/Potential Estimation Process

Total Universe

Validation

All-India Universe- by Industry Verticals

Extrapolation

Total Market SizePotentialTotal Addressable Market

SupplierSupplier SupplierSupplier SupplierSupplier

FamiliarityFamiliarity FamiliarityFamiliarity FamiliarityFamiliarity

Market Estimation for IPTV

To determine market potential for IPTV by understanding-

1. Triggers and barriers to usage of cable TV

2. The current content need gap

3. Acceptability of IPTV as a concept

And, identifying the target segment for IPTV

Unstructured Business interview to understand Supply-side Perspective

Quantitative Interviews to understand Demand-side Perspective

A detailed report estimating the market size and demand for IPTV

ObjectiveObjective

MethodologyMethodology

DeliverableDeliverable

Sample Study

Account Mapping Exercise

Detail Account specific Profile

Detail Account specific Profile

Comparative Data PointComparative Data Point

Not only data but also Structure of the Organization

Not only data but also Structure of the OrganizationStrong Validation ProcessStrong Validation Process

Cost effective way to understand account

Cost effective way to understand account

Knowing your

Account

Account Mapping Exercise- Highlights

Finalize the list of organizations to be mappedFinalize the list of organizations to be mapped

Sub Group and Regroup as per requirementSub Group and Regroup as per requirement

Seeking the permission of respondent to share the required informationSeeking the permission of respondent to share the required information

Conduct interviews- Face to Face/TelephonicConduct interviews- Face to Face/Telephonic

Validation Process through more interviews and secondary sourcesValidation Process through more interviews and secondary sources

Deciding on the breaks to be presented, E.g. Legal Entity, Vertical etc. Deciding on the breaks to be presented, E.g. Legal Entity, Vertical etc.

Account/Competition Mapping Approach

Information Areas for Account/Competition Mapping Exercise ……An Indicative listOrganization’s Profile

Broad Level Profile of the group company

Industry vertical

Product /Services Offerings

Organization Structure

Market Share by geographies

Major tie-ups, acquisition etc.

New Product launch

No of employees (department Wise)

Financials

Legacy Systems etc.

IT Set up

Hardware Set-up

Type/Brand of Software

product/services used

Licensed vs. Open source Software

Enterprise Solution used

Department using product/solutions

Decision making roadmap w.r.t. purchase

Current Vendors

Engagement process with the vendors

IT Budget and spending

Future Outlook

Marketing & Communication

Structure of Sales/Marketing dept.

Marketing Budget/ Areas of spending

Communication Strategies/Medium etc.

Marketing Policy

Accounts/Partners

Major Partners

Key Accounts

Major Challenges with partners and accounts and addressing the challenges

Account Mapping Study

To map the companies identified by the clients in terms of-

Kinds of Engineering design software's used.

Kind of Projects executed

IT outlook in the company

Future Outlook

Telephonic or Face to Face interview.

A detailed report containing then kind of projects executed, kinds of design software used, future outlook etc.

ObjectiveObjective

MethodologyMethodology

DeliverableDeliverable

Sample Study

Research to test New Concept/Ideas

Develop the software product/service

Develop the software product/service

Refine the product further

Refine the product further

Test the product amongst the target group

Test the product amongst the target group

Test this concept amongst the target segment

Test this concept amongst the target segment

Develop a new product/service idea

Develop a new product/service idea

Understand the U&A of the market

Understand the U&A of the market

Stages in developing a product…….

Critical in terms of finding out the acceptability of your product

Imperative to find that your product is good

enough for your customer

Develop Strong Offering for the market

Develop Strong Offering for the market

To Gauge whether the offering is right

To Gauge whether the offering is rightAssess the price sensitivity

towards the new product

Assess the price sensitivity towards the new product

Refine the Current offeringRefine the Current offering

Testing out the

Concepts

Concept Test Exercises helps in…….

Concept Acceptance framework – PGCAD

Assess the current Pain the Target group faces with regard to the concept’s intended benefit

Assess the current Pain the Target group faces with regard to the concept’s intended benefit

Determine Concept Acceptance and the pain points that it addresses

Determine Concept Acceptance and the pain points that it addresses

Diagnostics… what works, with whom it works, why it works, how well it works

Diagnostics… what works, with whom it works, why it works, how well it works

Determine the Gain that the Target group would feel if the pain point was addressed

Determine the Gain that the Target group would feel if the pain point was addressed

Concept acceptance study for ERP solutions among the SME segment

To determine the market feasibility for pre-configured ERP package customized for companies in the Auto ancillary & Pharmaceutical sector with a turnover of 50-100 crore

The study conducted was mix of detail secondary research and primary research using

semi structured questionnaire

Reaction to the detailed concept solutions Price willing to pay for the concept Preference for the ERP solution Preference for the implementation partner IT related diagnostics

Sample Study

ObjectiveObjective

MethodologyMethodology

DeliverablesDeliverables

Customer/Employee Satisfaction Studies

Conceptual Framework for Satisfaction Studies

The Customer/Employee Satisfaction Management

Hierarchy is the proprietary framework of the Walker

Information Global Network, that assists in defining and

structuring the customer-Brand relationship.

The Framework provides a reliable basis for understanding

the determinants of customer (internal/external) satisfaction,

and identifying key priorities towards achieving higher

levels of customer commitment and loyalty.

Transactions &Experience

Transactions &Experience

Perception & Attitude

Perception & Attitude

LoyaltyLoyalty

Business Success

Business Success

Other Studies we do…..

Business/Industry Overview

International Market Assessment

International Market Assessment

Evaluation and AuditingEvaluation and Auditing

Mystery AuditMystery Audit

SWOT & Competition Analysis

SWOT & Competition Analysis

Buying BehaviorBuying Behavior

Usage and Attitude

Price AcceptancePrice Acceptance

And more……

Other Studies that we do on regular basis….

Thank You!!!

IMRB International Presentation

Abhishek PandeyAssociate Research Manager

eTech: IT Hardware, Software & Enterprise Practice Group, IMRB Bangalore

email: abhishek.pandey@imrbint.comMobile: +91 - 9731381740