Barcode is a decade old technology widely used in retail and many other fields where shipment needs to be scanned or tracked from transit point to destination. During the pandemic, this technology was used to ensure a smooth, robust and efficient transitioning of the product testing methodology from central location testing to house to house. It helped building client confidence and assuring them that the quality control over stimulus is not being compromised due to the shift in methodology...
Senior Research Manager
Executive Director
CMI Manager
What if there’s a lot of stimulus (50+), with very little incremental change? What if the client is insistent to evaluate every little delta of change? Let us see how the answer lies in the fusion of creativity and statistical tools. The paper describes how innovative fusion of Qualitative and Quantitative approaches helped in effective evaluation of stimuli in order to construct a guideline for times to come in design development. All this in a short span of time and with the desired width and depth...
Associate Director
Senior Research Executive
Research Manager
With the Covid 19 pandemic impacting lives and livelihoods, taking care of one’s health and immunity took centre-stage. We saw this reflected in consumer behaviour, as well as the market with multiple brands increase their immunity offerings. While we had a strong immunity portfolio in place already, the need was to now know how to play this portfolio right. Using publicly available data sources like the Census, as well as state -level data on COVID impact; we overlaid each brands strength with the markets need and intent on immunity; thus creating an Immunity Index. Which helped us plot the markets on a spectrum of impact; and give sharp recommendations to brands on actions...
CMI Director - Lifebuoy and Hygiene
CMI Manager – HIVE
Data Scientist – Global Growth Science
The print media has been witnessing a gradual shift in the readership patterns with readers nowadays are steadily relying on digital apps and other technology based news platforms to get latest news and updates. This gradual shift has also impacted the revenues of the print media with advertisers now spending a significant proportion of their advertisement budgets on the digital mediums. In the research industry today, there are measures and metrics to check sales of products and various SKUs of across brands. Even there are measures to capture T.V. ratings, readership ratings and incidences, however there is hardly any validated research tool which measures or captures information on frequencies of advertisements in digital news websites or even in the e-papers versions. With the steady rise in digital news business revenues, the clients are now very keen to understand the various types of advertisements and its frequencies across the news platforms and apps. Such information not only helps the clients to take cognizance of market leadership in terms of ad revenues but also comprehend the necessary actions that they must take in terms of content, pricing etc. to increase the revenues...
Associate Vice President - CX
The COVID-19 pandemic resulted in some fundamental changes in human behaviour, specifically true for hygiene & safety. New routines are being formed some of which will be maintained, others of which will not. Therefore, it is important to understand these shifts arising out of hygiene and safety consciousness in great details: • Current behaviour - Short-term opportunities. • Behaviours likely to sustain - Long-term opportunities...
Research Director
Retail audit with in-person visits are an essential part of the marketing and research process. However, it is expensive, time consuming, manual and comes with a lag. We now have the capability to use artificial eyes (cameras and images) and artificial intelligence to mine data collected for deployment in a number of use cases. This real time solution was implemented for a global player in the Food and Beverage industry. One such use case is a Real Time AI Driven Retail Shelf Monitoring Platform solution. It is a fully automated and scalable solution that generates business insights for reducing countless man-hours spent repeatedly towards regulatory compliance of positioning and placement of retail goods...
Senior Manager – Data Science
As online research in India steadily conquers urban markets, the massive gap it leaves is the rural consumer. There are a plethora of challenges: The definition of Rural (in India) itself (anything which is not Urban is Rural), thereby making rural targeting challenging. Additionally, digital penetration in Rural is lower, and even lower amongst women. The last challenge is also user experience – Rural consumers may not be comfortable in using standard question formats the research industry uses, thereby leading to confusion, misunderstood and/or incomplete surveys...
Insights Head, APAC & EMEA
Senior Business Manager, APAC & EMEA
Passive collection of consumption data provides a truer picture of consumption eliminating bias that may be caused by claims based or memory-based active collection methods. Passive collection methods also provide an easier access to difficult-to-access segment of consumers who are less amenable to active interaction/participation over a longer period such as premium HHs or HHs pressed on time. Passive data collection therefore provides an access to all types of consumers and at scale hitherto unheard of...
Founder
Co-founder and Director
Chief data scientist
The future of measurement is passive, with an ecosystem of IoT sensors, delivering a continuous stream of data to allow for near real-time analytics and decision making. This proof of concept takes the above idea to the last mile of measurement - consumption - and takes it a step further – measurement in a restricted access channel. Using data from an IoT device - a bottle opener with image and pressure sensors - and fusing it with data collected from traditional sources, to complement sales estimation of various products, this PoC demonstrates that the future is now...
Manager (Data Science)
Director (Product Leadership)
Director (Data Science)
Data Analytics Manager
CEO & Co-Founder
Data & Tech Specialist IoT
Considering a footwear brand that has a number of stores spread across the country with different sections such as Men, Women, Kids and Sports. The segmentation process is generally about considering all the stores and finding clusters at a broader level. However, this approach isn't sufficient enough to address the question of whether a particular store is section-centric? For e.g. Store A generates revenue from which section(s)? Is it Men, Women, Kids or Sports centric? Hence there is a need to dive deeper into section-wise store attributes to carve out marketing & pricing strategies...
SVP and Global Head of Data Science
Data Scientist
Very rarely do we as researchers get an opportunity to interact with consumers who are differently abled. On most occasions this section of the population goes ignored especially when it comes to researching popular consumer categories in the commercial space. Consumer research in this domain comes with its own set of challenges which were further amplified with the onset of the pandemic. This paper is a story of us overcoming these challenges one by one by adopting sensitivity in every aspect of research. It serves to project the learnings that we accumulated along the way to come up with a set of Fundamental Guiding Principles for working in differently abled TG space – how to plan and execute any qualitative research regardless of category...
COVID-19 is the unexpected war that made clear that we are all human first, people, not consumers. It is a reminder that the marketers and market researchers alike needed. It is something that we always knew and it is this understanding that made us rethink how we approach forward looking segmentation for our clients. Think of tensions that people need resolution first, layer it with possible solutions and the path to future will open. We have now used this approach across markets and categories – from where they are shrinking to where they still dominate to help shape a winning future...
Executive Vice President
Vice President
Intuitively, we are aware of the existence of T20 retailers (20% of stores accounting for disproportionately high part of FMCG offtake). We now have robust quantitative evidence of the positive outcomes that could emerge from systematic investment not just in identifying and tapping into T20, but also in monitoring their performance periodically...
Lead Data Science (Market and Client Engagement)
Associate Director - Data Science
Executive data scientist
Manager, Data Science.
To evolve the traditional quantitative survey to capture non-conscious decision-making, qualitative style of eliciting freeform response and quantitative rigor of enumeration, classification, factoring, theme identification was used – making the approach a best of both worlds. A visual metaphor elicitation technique was used to uncover the unmet needs of the consumers from the category in question. While metaphor elicitation has been used as a qualitative technique for many years, the approach used here was a quantitative method. Combined with AI based topical modeling and text analytics the metaphor elicitation was made efficient, scalable, and accessible. It also helped in connecting with consumers through visual images and natural conversations, using a projective technique and avoid the trap of rational thinking...
Insights & Analytics Manager
As COVID-19 swept through the world, one of the most effective ways of fighting it was to change people’s behaviour towards hygiene, social distancing and mask wearing. However, entrenched behaviours are difficult to break, and time was of the essence. The challenge was multifold: Identifying the extent of unwanted behaviours, getting consumers to report negative behaviour, solving the ‘claimed behaviour’ conundrum and communicating the right message. The end outcome of this work, ut was that in 4 out of 6 provinces, the caseload began to decline, partially driven by the targeted messaging by our client, thus showcasing how innovative and data-led consumer intelligence and marketing can drive on ground impact, by putting purpose to practice...
Insights Head
Digital Audience Lead
Principal Partner – Client Leadership
Planner
A good research provides actionable insights and bring in efficiency (time/ cost/ scalability). A great one positively impacts business. And an outstanding one brings in continuity of such insights. Leveraging technology, we built a system to generate outstanding Shopper/ Store Insights by: Influencing our salesforce to capture images of a cluttered store; Training the AI/DeepLearning system (via tech firm) to get actionable insights; Real-time dissemination of these insights to sales team with a specific action plan...
Manager
Deriving from positive psychology, the concept of well-being has achieved a permanent place in any HR Employee program. The Paper will show how we adapted and envisioned an Employee Total Well-Being Program that kept up our employee engagement, productivity, and pride while ensuring the organization’s growth through the pandemic...
Despite being one of India’s oldest conglomerates, the customer centricity agenda started only 5 years back. While it has come a long way from where it was and everyone in the organisation believes that it is important, but it was still at a very nascent stage and a large proportion of the business teams did not really understand the right manner in which they could go around talking to their consumers and customers, how to listen the meaning behind what was being said, how to filter the communication and then draw the key insights...
Associate Vice President, Consumer Insights & Brand Development
Senior Manager , Consumer Insights & Brand Development
Assistant General Manager, Consumer Insights & Brand Development
Sr VP, Consumer Insights
Senior General Manager , Consumer Insights & Brand Development
Group Head, Consumer Insights & Brand Development
Manager , Consumer Insights & Brand Development
Due to the pandemic, most companies had no choice but to transition to fully remote workforces to keep their employees healthy and safe. Working from home in a non-pandemic world is not easy, so it’s not surprising that employees may be feeling anxious and less motivated during these uncertain times. Whether they are balancing remote work with child care or feeling isolated, your employees’ mental wellness could be suffering-which directly impacts their quality of work and performance. To help employees & in turn organization, there is a burning need to make their wellness a priority and embrace new engagement techniques. While most of the organizations already put effort to engage with their employees through annual surveys, however, that is not adequate during this pandemic time. This idea takes a quantum leap about the employee journey from engagement to inspiration...
EVP and CHRO
When COVID-19 struck and the external environment was in a flux, the team was required to support the business strategy in a different way. Recruitments were stopped and agility & resilience were tooted as dire needs of the hour. It was a lean time for business & testing times for all on board. Like every other process, the talent deployment also required reinvention, recalibration and perhaps a reset. We opted to draw strength from our employees by including them in our challenges. A strategy where they could willingly participate to co-create and re-invent with us - learn some, teach some, so we could build a new culture around agility and resilience together...
India’s economy was already battling headwinds when Covid stuck in early 2020 pushing it into a tailspin. With one of the most stringent lockdowns enforced in the world, there was an unprecedented impact more so in the market research industry. Amidst this uncertainty surrounding health and business, there was also a growing need from industry to decipher the rapidly changing market. This charter highlights the implications of having a culture cemented on core beliefs of people first while battling a crisis complemented by a multi pronged approach through use of technology & data science not just in the long term but also in the immediate short term...
Chief Counsel and Integrity Leader for South Asia
Human Resources Leader for South Asia, Africa, Middle East
Business Intelligence Lead
Product Leader at BASES
An inspirational session with with the Golden Key Awards Lifetime Achievement winners..
Chairwoman, South Asia - Insights Division (Moderator)
..
Moderator & Head Insights & Analytics
Revenue Strategy + Ads Transformation
Head, Research & Insights
CMI PDC Director, South Asia
Associate Director, Analytics
The changing landscape of tech tools in connecting with consumers...
Partner, Brand and Marketing
As we DO THE NEW, we must not forget First Principles. But maybe we should examine their relevance at the MRSI 29th Annual Seminar? Senior and contemporary thought leaders share the journey on concept and practice on Sampling. And point the Market Research fraternity in the right direction for the future...
Consumer Centricity Coach
Independent market research consultant (Moderator)
Vice President CMI – South Asia & The HIVE
First time presented at ESOMAR 2021 Flagship series...
Cognitive Economist and Founder
Winner of best paper at ESOMAR Insights Festival 2020. Peak and pit moments in customer experience are helpful to determine which aspects of your customers' needs you want to prioritize to create a brand that is effective, memorable, and sustainable. Designing peak moments (in products, services, and marketing) is a practice we should add to removing pits from customer experiences...
Senior Manager of Customer Research
The first-ever 'MRSI Hackathon' brings together researchers from around the industry to help companies reach closer to their end customers. Hindustan Unilever Limited will sponsor the POC of the winning solution...
The session will focus on some of the recent new discoveries about human behaviour. This new knowledge calls for fundamental shift, from the ways in which we have traditionally understood and influenced human behaviour. This new paradigm could surely help professionals develop more effective strategies to influence human behaviour...
Chief Evangelist