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Information. Innovation.

Insights

I3RC INSIGHTS -
EMPOWERING YOUR DECISIONS

August 2018
WE STAND FOR… OUR MISSION & PHILOSOPHY… THE 3 Is
What do the 3 Is mean?

INNOVATION

INSIGHTS
• Today is the age of information, • This century has been full of • The business world is constantly
INFORMATION

however the most critical element innovation. evolving and with it the business of
is the accuracy of the information • New technologies, new products, market research.
& the speed at which it comes to new services, whole new industries • Every business needs to maintain
you. have emerged. competitive advantage
• It has to be timely, relevant and • Innovation is the need of the hour • We have the passion to deliver
accurate. for competitive advantage. insights that are strategic,
• We at i3RC have focused on using • We invest in developing & using meaningful and actionable
State-of-the-art technology & innovative statistical and
robust system and processes to analytical tools to make data come
ensure the information collected is alive & gain actionable insights.
timely, relevant and accurate.

“To be a preferred boutique research & consultancy firm by offering Superior Client Service, Strategic
Insights, Innovation, Quality & Commitment”

Actionable insights Quick Turnaround Flexible Approach Committed to Quality

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OUR MULTI SECTOR EXPERTISE…
i3rc team has experience working in multiple sectors and servicing various clients across sectors.

++ Partial list.
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OUR RANGE OF OFFERINGS
We deliver end to end market research solution ranging….
BASIC ANALYSIS &
DATA COLLECTION-
MARKET RESEARCH​-​ REPORTING/
F2F/ CATI/CAPI/ QC
INSIGHTS MULTIVARIATED
etc.
ANALYSIS
Concept/Product Development Basic data operations Quantitative Research
Idea Generation Basic data cleaning and processing Face 2 Face Interviews
Concept Development Computing frequency distribution CATI/ CAPI/ CAWI etc.
Concept Evaluation/Testing Basic cross tabulation CLT
Product Testing/
Multivariate analysis Product Clinic
Evaluation
Regression Qualitative Research
Brand Development
Factor and cluster Focus Group Discussion
Brand Positioning/Testing
Multi dimensional Scaling In-depth Interviews
Brand Tracking
Dashboards Mystery Shopping
Communication
Excel based dashboards Observation
Pricing Research
Presentation based dashboards
Market Entry & understanding
Supervised Prediction modelling ICE*
Market Exploration & attractiveness
ARC*
Market Mapping Data Auditing
Channel distribution/ mapping
*Our proprietary models
Customer Acquisition & Retention

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KIND OF STUDIES WE UNDERTAKE ….
We bring an extensive knowledge, with the core team having a vast experience in customized research solutions across marketing functions

Concept & New Product Positioning & Day after recall Understanding
Ad Evaluation Pricing Research
Product Test Evaluation Communication studies buying behavior

Customer Competitor Market


Profiling Study Brand Tracking Market Mapping U & A study
Satisfaction Benchmarking Penetration

Campaign Psychographic &


Mystery Net Promoter
Efficacy- Pre & Segmentation WOM Meter
Shopping Index
Post Studies

Other type of expertise

Employee Any study related to


Ranking Study Mystery Shopping Retail Census Opinion Polls
Satisfaction Study social issue

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OUR EXPERIENCE IN MILK & MILK PRODUCT…

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CASE STUDY # MARKET ESTIMATION & BRAND POSITIONING
Carrying out complete repositioning strategies for a leading milk and milk product brand and wanted to get some cue from the different stakeholders such
as consumers as well as franchises associates.

Research overview

The primary objective is to derive cues for positioning “Key Milk and Milk Product Brand in UP”
o Share of different brands and overall market size of milk and different milk product
o Dig for consumer insights for a communication plan for the Brand
o To get directions for the brand architecture
o To find consumer insights for the cow milk launch
o Assessing scope for co-branding with some specific brand
Approach Geographical Coverage
Western UP
FGD’s: IDI’s: Teledepths: Central UP
Housewives Housewives Retailers F2F Interviews: Key
Decision Makers
Eastern UP
Sample 6 9 12 630
Meerut, Agra, Kannauj, Barielly ,Moradabad, Kanpur,
Lucknow, Allahabad, Varanasi, Gorakhpur

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CASE STUDY # BRAND HEALTH & INSIGHTS FOR TRIGGER AND BARRIER
To gain insights for a milk and milk product brand for their positioning statement, brand architecture & to identify reasons for decreasing trend of the
milk and milk products

Research overview

The primary objective is to derive cues for positioning “Key Milk and Milk Product Brand in Haryana”
o Dig for consumer insights for a communication plan for the Brand
o To get directions for the brand architecture Through
▪ Category Mapping – value mapping
▪ Market Mapping
▪ Brand Funnel– Client vs. Competition
▪ Brand Perception Mapping

Approach Geographical Coverage


North Haryana

FGD’s: ICE’s: Market Teledepths: F2F Interviews: Key


Central Haryana
Housewives Study Retailers Decision Makers
South Haryana
Sample 7 9 Mandays 80 336
Panchkula, Gurugram, Faridabad , Karnal,
Panipat, Hisar, Rohtak, Chandigarh
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CASE STUDY # BRAND REACH AND PENETRATION
Asses the reach and penetration of a leading insecticides among farmers and dealers to track brand performance and cannibalization if any

Research overview

The objective of the study was to assess the brands reach and penetration among farmers and Dealers to track brand in terms of:
▪ To understand current marketing dynamix of insecticides
▪ To assess the reach of the 2 brands & at two levels- Retailers & Farmers
▪ How the reach has changed over the last year since the marketing tie up has happened?
▪ To assess the level of cannibalization between 2 brands
▪ Perception about these 2 brands- Different or Replacement brands

Target Group Methodology Geographical Coverage Sample size


Approach Farmers who use insecticides F2F and ICE Central & western MP Farmer-800
for their Soya crop and Dealer- 200
Dealers who sell insecticides ICE- 25 Monday

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CASE STUDY # PRICING RESEARCH
Pricing study to identify the optimal price point/ range & arrive upon the price which will maximize top line (Revenue) and bottom line (Profit) for the ‘Brand A’

Research overview
• The objective of the study was to identify the optimal price point/ range & arrive upon the price which will maximize top line (Revenue)
and bottom line (Profit) for the ‘Brand ‘A’.
• Along with it client wanted to find out which all value adds are the best complements with ‘Brand A’ when it is launched in India. Also
client wanted to understand tradeoff between Price, brand & Value adds .
• We launched the study & used pricing techniques to bring insights. We used Choice based conjoint technique to understand the trade
offs between various element of the brand.
• We also used Price Sensitivity meter for arriving at the optimal price point , We also included Gabor Granger, its results are required
for calculating REVENUE POTENTIAL INDEX. This model has been developed by i3 Research Consultant
• The findings were used to launch ‘Brand A’ as augmented products with desired value adds & balanced trade off between price & brand

Approach
Methodology Geographical Coverage Sample size
Face to Face Structured 4 Metros & 5 Non Metros n=500
Interview

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OUR FOOTSTEPS IN INNOVATION…

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ARC® TECHNIQUE…
Qualitative research model…leads to identification of Trigger Action Points (TAP®)

Exploring the subconscious state of purchase evaluation through systematic laddering & microscopic analysis of consumer behavior
ARC®, Analyzing Root Cause is a qualitative technique that aims
at finding the actual reasons for change/transformation in usual
or habitual purchase behavior

Analysing
Root Cause

ARC® focuses to explore the choice parameters beyond the


general and also exploring the Trigger Action Points (TAP®)
when these parameters are re-evaluated
ARC® does not follow a routine way of asking questions
and identifying the reasons
• Leads to rationale and good to hear responses

Rather, it find answers to what happened and how did


it happen
• Identifying & exploring the actual triggers for
consumer behavioural change

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AN INTRODUCTION TO ICE®

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ICE® INTERACTIONS…
• ICE® is i3RC’s proprietary tool* which captures moments of truth in a natural setting
• It helps to capture the on ground realities, get unaffected responses and gain insights into real triggers & motivations

It makes use of multiple research techniques like How it is done?

•The researchers go to the market & observe customers in actual usage


(purchasing/ selling) context
•The researchers also indulge in general chat up with target group in an
Informal informal manner
consumer Observations Discussions Mystery Role Playing Projective In Depth Vox
emersion Shopping technique Interaction Populi
•Through these discussions they try to assess the overall context and
situations and circumstances.

Advantages over formal interactions What do they do?

•Observe customers in use (purchasing/ selling) situations using various


• Captures some aspects which respondents tend to avoid/ hide in direct interactions defined techniques
•Conduct informal discussions with subject experts/ Target Audience
• Captures elements which might have skipped the research at the time of planning the who have good knowledge/experience of the area and the subject
research under study.

• Adds some useful consumer insights or clarity on consumer behaviour in terms of Whys &
Hows? Research Instrument

• The focus of these interactions is usually to understand the specific aspects as per the •Usually a very broad level checklist is prepared which the researchers
research brief though the method is open ended to be all inclusive of the context and the use to cover all topics of interest
environment

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RPI: OUR PRICING MODEL
IDENTIFY PRICE POINT THAT HELPS MAXIMIZE REVENUE OR PROFIT OR
MARKET SHARE

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WILLING TO BUY BY PRICE POINTS
DESI MILK

100%
95%
90%
85% 284
80% 263
252 Maximum stretch limit – can be
75% 246
Ideal price point at which considered for new product launch
70%
maximum market share can 224
65%
60% be captured
194
55% 185
50%
45% 146145
40% 125
35% 114
105106
30% 97
25% 85 79 77
73
20%
15% 52 50 47
44
10% 33
26
5% 14 15 14
Price 0 6 0 0
0%
10 20 30 40 50 60 70 80 90100110120130140150160170180190200210220230240250260270280290300 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 250 260 270 280 290 300 310

About 83% of the people are willing to buy at price point of The highest revenue potential is at Rs. 130 however the drop is
Rs.110/- not significant till Rs. 150

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INTRODUCTION TO LTGA
GET THE LOST CUSTOMERS BACK

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LTGA MODEL – LOST TO GAIN ANALYSIS
• LTGA is i3RC’s scientific approach to manage Lost Customers for competitive advantage
• It has a 4 pronged approach to arrive at Action Points for improving conversions among Lost Customers over time

• Identifying defining • Competition Set Methodology


profile parameters
Quantitative Study – Structured Interviews
Telephonic, Face-to-face, Online

To Segmentation Analysis to Identify Defining Profile


Who Elements
Whom • Understanding what defines the customers who rejected my
brand
• Understanding their demography, lifestyle, usage needs
Analysis to identify key contributing parameters -
The quantification
Why
Gap • Regression analysis done to identify parameters contributing to
loss/ gain
• How much was the gap • Parameters where
we lost Gap Analysis – distance from competition
• An Index - effort quantified
required to convert • Areas to work on
• How much I need to travel to beat each of the competition
• Which one is an easier pick

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LTGA ANALYSIS
Lost to – lost customers bought
Sedan Small car MPV
Profile – whom lost to
Brand 1 33% Brand 12 8% Brand 19 3%
Executives (Mid/Senior) (-18) Brand 2 18% Brand 13 5% Brand 20 3%
Brand 3 3% Brand 14 1% Brand 21 1%
Aged between 25-30 years (-8)
Brand 4 3% Brand 15 1%
Leisure trip – once in 2 months or more (-46) Brand 5 3% Brand 16 1%
Additional car (-23) Brand 6 2% Brand 17 1%
SUV
Brand 7 2% Brand 18 1%
Driver to work (-13) Brand 22 3%
Brand 8 1%
Brand 23 2%
Brand 24 2%
( ) difference Brand 25 1%
To
Who
Whom

Index Score The Lost due to


Why
Brand A Index Score Vs
Gap • Does not have many features
Brand 1 53 • Back seat is not comfortable
Brand 2 48 • Interiors not luxurious
Brand 3 44
• Smaller boot space
Brand 4 25

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KEY PEOPLE @ i3RC

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ROHIT CHURAMANI
Managing Director & Founder
• Rohit has more than 25 years' research and marketing consultancy experience across the consumer (FMCG and durables), automobile,
farm-agri machinery, social, rural, healthcare and government/development sectors.
• Rohit, an MBA & Economics Graduate, began his research career at IMRB where he spent almost 8 years before moving to Blackstone,
(Later Synovate). He then set up his own consulting firm pioneering Pharma and Auto Research in India
• He was key team member in two start-ups IMRS in 2004 and Kadence in 2009, where he helped each organization set up a stable
research agency.
• In 2012 November, He started i3RC Insights with a mission to establish a boutique research & consultancy firm that offers Superior
Client Service, Strategic Insights, Innovation, Quality & Commitment.
• Rohit is driven by his passion and commitment to offer meaningful insights to his clients. Over years he has developed innovative
research tools and analytical models that help in providing meaningful insights to his clients. He is an inspiring leader and has been very
effective in grooming professional teams in all his endeavours

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TARUN AHUJA
Analytics Consultant
• Terry is a seasoned marketing consultant with almost 3 decades of experience who is multi faceted with strong creative skills, excellent
understanding of media and advertising as well as an uncanny ability to capture incisive consumer insights
• He has successfully contributed in various marketing & communication launches/ re-launches of some big brands like Vikrant tyres (JK
Tyres), Hero Puch, Olesan, Nestle Polo, Zipouch, Dainik Bhaskar Jalandhar Issue
• Terry graduated from IIM Ahmedabad in 1985 and took to advertising
• Over the years, he has worked with agencies like MAA Bozell, Mudra, Lintas, Dhar & Hoon, R K Swamy in various capacities
• He has also been in media marketing at Home TV (an HT JV) and later at Dainik Bhaskar
• Tarun is quite tech savvy and is the first one to use latest technology. He has also taken many initiatives on the web and even launched
an online consumer research site, reseatrchorbit.com

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MANOJ KUMAR JHA
Associate Director
• Manoj has over 15 years of market research experience across the consumer (FMCG and durables), automobile, service
industry, social and government/ development sectors. He has done his Graduation from Ranchi University and MBA from
SMU.

• He has worked with ORG-MARG, Nielsen, HRG, IMRS and Kaizen Research before joining i3RC Insights in December 2012.

• Manoj has experience of handling multiple research projects in Auto, FMCG and Financial Services spanning different stages of
product life cycle (Concept test, Product & Package tests, Positioning, Brand image/equity, Ad testing). Equal exposure of
urban & rural research requirement.

• Additionally, he has experience of field operations, project planning , management and client servicing.

• He has successfully managed very large studies like NRS/ IRS in north India.

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PRAKUL GUPTA NIDHI MARKANDAY
Associate Director Senior Research Executive

• Prakul has over 10 years of market research experience across the • Nidhi has almost 7 years of market research
consumer (FMCG and durables), automobile, online space and different experience in different domain like FMCG Consumer
sectors in service industry. durables, automobile, service industry.
• He has done his B.Tech IT from IP University, MBA from Amity University
• She has MBA in Marketing and Finance form BVP
and MDP from Fore School of Management.
University, Pune and M.Com from Kanpur University.
• He has worked with IMRS, Synovate (now IPSOS), Evalueserve and
AbsolutData and joined i3RC in April 2014. • Nidhi has experience of handling multiple research
projects in Auto, FMCG and Financial Services
• Prakul has experience of handling multiple research projects spanning spanning different stages of product life cycle (Concept
different stages of product life cycle (Concept test, Product & Package test, Product & Package tests, Positioning, Brand
tests, Pricing, Positioning, Customer Satisfaction, Brand image/equity image/equity, Ad testing).
and Ad testing) as well as B2B studies.
• Additionally, she has experience of field operations,
• He is client focussed and believes in delivering excellent value to clients project planning, management and client servicing.
through dedication and timely response.
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OUR QUALITY
ASSURANCE PLAN

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OPERATIONAL PLAN
A multi pronged quality control system will be deployed…

i3RC Research Team Quality Assurance team


• Overall control by i3RC Research team 100% CATI back check
• Fieldwork by Field Agency team following the stipulated quality norms – multi-
layer, 30% BC & 100% Scrutiny
• An Independent QC Agency to conduct Quality Check – attempt 100%
telephonic B/C & 100% Scrutiny Field Executive
10% accompaniment

Project Management
Research Team
i3RC Research Team Field Agency – Field team QC Agency Team
Supervisors
Overall Briefing, Training,
Multi Layer Quality 30% Physical back check
Control 80%-100% Back-check
Supervision & Quality
• Field Executive – Supervisor – (telephonic) - attempted
& 100% scrutiny
Check Interviewer

Selection of Appropriate
Continuous monitoring of
Interviewer in
fieldwork & data 100% scrutiny
collected
consultation with I3RC Interviewers
Team

Field Visits – 30% Back-check of each Data collection, Regular Field work updates
accompaniments, Back- Interviewer’s work &
checks & training 100% scrutiny & Data punching

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REGIONAL INTELLIGENCE, LOCAL INSIGHTS
Indonesia
Regional offices
Field Presence

✓We have 3 regional offices in India


✓Have presence of field offices across
major cities in India
✓Also have strategic tie up to conduct
Bangladesh Malaysia
field work in rural areas

India Philippines
Kenya

With our concentrated presence in South East Asia &


Africa across the majority of global emerging markets –
Nepal Vietnam
India, Bangladesh, Nepal, Indonesia, Malaysia,
Nigeria
Philippines, Vietnam, Kenya, & Nigeria. We empower our
clients with regional intelligence and local insights. ‹#›
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i3rc insights pvt. ltd.
716, Urbtech Matrix Tower
B-004, Sector-132
Noida - 201304

FOR FURTHER DETAILS…


Rohit Churamani
Managing Director
rchuramani@i3rcinsights.com
9910022956

Manoj Jha
Associate Director
mjha@i3rcinsights.com
9313195176

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