Marketing Research Companies In India – Setting New Benchmarks

In addition, to developing the capabilities to conduct research spanning diverse environments, marketing research companies in India are creating and making imaginative and thoughtful use of new approaches to understand the changing market place. As qualitative research techniques advance and mature, marketing research companies in India offer increasing promise as a means of understanding and interpreting trends in diverse cultural contexts. Videotaping of consumers in purchase or consumption situations can provide a rich source of information relating to the role of contextual and situational factors on consumer behavior and response patterns in different cultures and contexts. Videotaping of consumers in an in-store environment provides a wealth of information about visual cues and their role in product evaluation not easily obtained from other forms of data collection. In some cases, in-store videotaping can be used to prompt or elicit responses from consumers. In emerging markets, videotaping of consumer usage and consumption behaviour often provides deeper understanding of how consumers use products and how these are embedded in the cultural fabric of society, as well as perceptions and associations of foreign products and brands. Projective and elicitation techniques such as collages, picture completion, analogies and metaphors, psycho drawing and personalization can be…

Marketing Research in India – What Sets Indian Expertise Apart

India is a prime provider of research solutions to MNCs and foreign companies. A little sensitization of how it works would go a long way in enhancing productivity Marketing Research in India is a booming field. In turnover, India is the 21st largest market globally and the 5th largest within Asia (Pacific). 75% of turnover originates from domestic clients and 25% comes from international clients. Indians, through initial conditioning over generations, have been taught never to say ‘NO’ (which is what makes them so resourceful!). India is a very heterogeneous market with diverse cultures and multiple languages (18 national languages to be precise!). This diversity has a direct impact on the kind of sampling research clients have to pursue, to ensure adequate and fair representation of the market. For foreigners, India is seen as a one single entity. However, different parts of India have different skill-sets to offer (what they really do best!). A bit of sensitization to that would go a long way in selecting a right partner. Just like in most other countries, part-deliveries on in-between milestones is likely to result in a better output than a complete outcome-driven engagement. A vast majority of primary data collection still…