Credentials Imrb International
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Transcript of Credentials Imrb International
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: [email protected]: +91 - 9731381740