31st Annual Market Research Seminar Celebrates Excellence in Research and Insights, Leads with Innovation

19-Oct-2023

31st Annual Market Research Seminar Celebrates Excellence in Research and Insights, Leads with Innovation

Market Research Society of India’s 31st Annual Market Research Seminar themed ‘Taming the Choppy Waters’ celebrated the best of India’s MR and Insights industry. The Seminar received a total of 99 original research papers from leading brands and agencies across 4 broad themes – Maiden Voyage, Adventure, Steering and Sailors. 19 papers were shortlisted by the committee and presented to the industry at The Leela, Mumbai on October 9 and 10. The event also seen a footfall of 570 across both days in addition to virtual participation. 

BIAS & Leapfrog Strategy together were awarded for the Best Research Paper 2023 for their paper titled, "Designing for Digital Inclusion - A Multi-disciplinary Model for transforming Digital Payments Apps".  The paper presented a methodological innovation in user experience research for the App Development Process. By conducting a comprehensive usability testing and semiotic analysis, the pilot study identified critical design limitations in existing applications. Leveraging these findings, a new application (working prototype named ApnaPe), was meticulously crafted and evaluated. ApnaPe showcased substantial enhancements in usability during the onboarding and money transfer processes compared to other popular digital payment apps (watch the presentation here).

Kantar was recognised as a Runner up for their paper titled, "Inside the mind of ChatGPT" (watch the presentation here) along with Ipsos & Nestle for their paper titled "Potential value of Immersive virtual reality and Metaverse in consumer research" (watch the presentation here). Kantar’s paper was a linguistic study conducted over a period of six months, where ChatGPT was the subject. Ipsos and Nestle’s paper on the other hand threw light on potential of conducting consumer research in an immersive environment through virtual reality.  

The 2-days seminar also witnessed keynotes, panels and energiser sessions. S. Subramanyeswar, Group CEO & Chief Strategy Officer – APAC + Global Chair – Strategy at MullenLoweGroup (watch the session here),  and Begonia Fafian, Global Human Insights and Marketing Performance, VP at The Coca Cola Company graced the seminar and the guest, sharing their valuable insights (watch the session here). Judith Passingham, Chair ESOMAR Professional Standards Cte and Chair of Disciplinary Sub Committee addressed the industry while stressing on the importance of ‘The Code of Conduct’ and the future of it (watch the session here). 

Sharing lessons learned from the world of brands was a panel on Day 1 that included Anila Vinayak, General Manager CMI - Beauty and Personal Care, South Asia at HUL, Chandan Mukherji, Director, and Executive Vice President of Strategy, Marketing and Communication at Nestle India and K Ramakrishnan, Managing Director – South Asia, Worldpanel Division at Kantar.

Discussing the rise of Gen Z (watch the session here), on innovation and driving consumption was an esteemed panel comprising of Aditya Kaul, Group Account Director, at Kantar, Anjana Pillai, Partner and India Board Member of Quantum Consumer Solutions, Anjana Sirsikar, Group Service Line Lead, Ipsos UU and SIA, Mukul Gautam, VP & Chief of Capacity Building, at Purple Audacity and Sunder Muthuraman, CEO of SL Ventures.  Vinay Singh, Co-founder & Partner at Fireside Ventures and  Shuvadip Banerjee, Chief Digital & Marketing Officer of ITC discussed Start-up state-of-mind learnings (watch the session here).

Shreyas Naidu, Associate Director at Licious, Sonam Gautam, Executive Creative Director at The Good Glamm Group, Rohan Talati, Portfolio Partner and Founding Team Member at Spring Marketing Capital and Anju Joseph, Partner, India Business Head at Quantum Consumer Services dived into a conversation on  ‘Maiden Voyages’ and discovering new opportunities for existing consumers and established behaviours" (watch the session here)

The seminar concluded with a sonic branding presentation by Rajeev Raja, Founder and Soundsmith at BrandMusiq on "The Future of Sound" (watch the session here). 

Supporting the success of MRSI’s 31st Annual Market Research Seminar were 26 sponsors, 8 exhibitors and 5 media partners.


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