IMRB International
Encyclopedia
IMRB International is a multi-country market research
, survey
and business consultancy
firm that offers a range of syndicated data and customized research services. Headquartered in Mumbai
, India with operations in over 15 countries IMRB is a part of the Kantar Group
, WPP
’s research, insights and consultancy network.
Established in 1970, IMRB was modeled on the lines of the British Market Research Bureau. IMRB is now a leading provider of market research and insights across South Asia
, the Middle East
and North Africa
with specialist divisions in quantitative
, qualitative
, media
, retail, industrial, customer satisfaction
, business to business and social and rural research. IMRB’s syndicated research offerings include the MarketPulse
, the National Food Survey
, Web Audience Measurement (WAM), ITops, and I-Cube reports.
With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel
, the first television audience measurement
system and the first radio panel in the country and has played a key role in the development of market research in India. It has been rated the ‘Best Market Research Company’ by MRSI
, an industry body for several years.
IMRB International's specialised areas are consumer markets, industrial marketing, business to business marketing
, social marketing
and rural marketing.
. Early clients included FMCG companies such as Unilever
, ITC, Pond’s
, and Horlicks
. The initial decade saw rapid expansion into new areas of business, with the first qualitative
study being conducted by the end of the decade, and IMRB pioneering psephology
in India through an ongoing series of opinion poll surveys for India Today
, that successfully predicted Congress
’ victory in the 1980 general election.
Subsequent decades saw the development of new verticals, with the creation of specialized units and the offering of several syndicated research products. IMRB also played an important role in the standardization of market research practice in India, and was responsible for the creation in 1983 of the Socio-Economic Classification system
, a method now used across India to define target audience
s. In 1987, as a founder member of the MRSI
, it helped evolve industry wide codes of conduct, and standards for survey data collection that are still in use today.
With the global acquisition of J. Walter Thompson
by Sir Martin Sorrell
in 1987, IMRB became a constituent of WPP
and continued its pace of growth, growing over 25% per annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of specialized units focusing on development research, employee satisfaction, loyalty programs
, technology and media and the acquisition of several new multinational clients. IMRB’s insights also played a role in the development of several new products for major Indian brands such as Marico
, Bingo Chips, Godrej
and Dabur
and by this time supported 40 out of top 50 brands in India.
In 2002, as part of a process of rebranding, it changed its name from the Indian Market Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly expanding its international services. This was accompanied by a shift from its offices at Esplanade Mansion
to its current premises in Dadar
, Mumbai
. As part of geographical expansion, IMRB helped set up LMRB in Colombo
, Sri Lanka
in 1981 and AMRB in 1999 with headquarters in Dubai
and offices throughout Middle East
and North Africa
.
In 1996, along with the Manufacturers’ Association for Information Technology (MAIT) IMRB initiated the periodic ITOPS survey which monitors the IT hardware market among households and businesses. Since 1998, in collaboration with the Internet and Mobile Association of India (IAMAI), an industry body IMRB also started providing a series of annual syndicated research reports named I-Cube which surveys the online and mobile landscape in India. More recently, in 2010 IMRB launched the Web Audience Measurement (WAM) system, India’s first standardized internet audience measurement system based on a panel.
, which in turn is owned by Martin Sorrell
’s WPP
Group plc. Within WPP, IMRB is aligned with the Kantar Group
, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate.
In India, IMRB International operates out of its five full service offices in Mumbai
, Delhi
, Kolkata
, Chennai
and Bangalore
and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRB-MENA in the Middle East
and North Africa
, with offices in Algiers
, Dubai
, Jeddah
, Casablanca
and Cairo
; LMRB, with offices in Colombo
and Sirius, headquartered in Dhaka
.
IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own companies.
In addition to its eight specialized units, IMRB also has Abacus field offices that are responsible for the recruitment, administration and quality control of survey responses.
While a significant amount of its work involves customized research such as usage
studies, brand
ing studies, public opinion
research, concept testing
, product testing, need assessment studies, packaging and label
research, and market segmentation studies IMRB also offers a variety of syndicated research products and reports that are widely used as industry bench-marks of consumer behaviour
, such as
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
, survey
Survey
-Quantitative research:* Statistical survey, a method for collecting quantitative information about items in a population* Paid survey, a method that companies use to collect consumer opinions about a product by paying consumers for participating in the survey...
and business consultancy
Management consulting
Management consulting indicates both the industry and practice of helping organizations improve their performance primarily through the analysis of existing organizational problems and development of plans for improvement....
firm that offers a range of syndicated data and customized research services. Headquartered in Mumbai
Mumbai
Mumbai , formerly known as Bombay in English, is the capital of the Indian state of Maharashtra. It is the most populous city in India, and the fourth most populous city in the world, with a total metropolitan area population of approximately 20.5 million...
, India with operations in over 15 countries IMRB is a part of the Kantar Group
Kantar Group
Kantar, based in UK, was founded in 1993 as the Market Research, Insight and Consultancy Division of WPP plc, a London-based public company. It is a network of 13 specialist companies, with around 28,500 employees working in 100 countries across various research and consultancy disciplines...
, WPP
WPP Group
WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
’s research, insights and consultancy network.
Established in 1970, IMRB was modeled on the lines of the British Market Research Bureau. IMRB is now a leading provider of market research and insights across South Asia
South Asia
South Asia, also known as Southern Asia, is the southern region of the Asian continent, which comprises the sub-Himalayan countries and, for some authorities , also includes the adjoining countries to the west and the east...
, the Middle East
Middle East
The Middle East is a region that encompasses Western Asia and Northern Africa. It is often used as a synonym for Near East, in opposition to Far East...
and North Africa
North Africa
North Africa or Northern Africa is the northernmost region of the African continent, linked by the Sahara to Sub-Saharan Africa. Geopolitically, the United Nations definition of Northern Africa includes eight countries or territories; Algeria, Egypt, Libya, Morocco, South Sudan, Sudan, Tunisia, and...
with specialist divisions in quantitative
Quantitative marketing research
Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying...
, qualitative
Qualitative marketing research
Qualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics...
, media
Audience measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
, retail, industrial, customer satisfaction
Customer satisfaction
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation...
, business to business and social and rural research. IMRB’s syndicated research offerings include the MarketPulse
MarketPulse
MarketPulse is a continuous monthly tracking survey of household purchases in urban and rural India. Established in 1974, it is India's only household panel study that collects information about household purchases...
, the National Food Survey
National Food Survey(India)
The National Food Survey is a syndicated, multi-year study of food habits and consumption across urban India, conducted bi-annually by IMRB International. The last round of the National Food Survey was conducted in September 2007....
, Web Audience Measurement (WAM), ITops, and I-Cube reports.
With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel
MarketPulse
MarketPulse is a continuous monthly tracking survey of household purchases in urban and rural India. Established in 1974, it is India's only household panel study that collects information about household purchases...
, the first television audience measurement
Audience measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
system and the first radio panel in the country and has played a key role in the development of market research in India. It has been rated the ‘Best Market Research Company’ by MRSI
MRSI
MRSI can refer to the following:* Magnetic resonance spectroscopy imaging * Multiple Rounds Simultaneous Impact...
, an industry body for several years.
IMRB International's specialised areas are consumer markets, industrial marketing, business to business marketing
Business marketing
Business Marketing is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they...
, social marketing
Social marketing
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as...
and rural marketing.
History
IMRB was established in 1970 to provide market research services to the clients of Hindustan Thompson AssociatesJWT
JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
. Early clients included FMCG companies such as Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
, ITC, Pond’s
Pond's Creams
Pond's Cream is a brand of beauty and health care products that is produced by the Ponds Institute which is owned by the multinational company Unilever.-History:...
, and Horlicks
Horlicks
Horlicks is the name of a company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia....
. The initial decade saw rapid expansion into new areas of business, with the first qualitative
Qualitative research
Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such...
study being conducted by the end of the decade, and IMRB pioneering psephology
Psephology
Psephology is that branch of political science which deals with the study and scientific analysis of elections. Psephology uses historical precinct voting data, public opinion polls, campaign finance information and similar statistical data. The term was coined in the United Kingdom in 1952 by...
in India through an ongoing series of opinion poll surveys for India Today
India Today
India Today is an Indian weekly news magazine published by Living Media India Limited, in publication since 1975 based in Mumbai. India Today is also the name of its sister-publication in Hindi...
, that successfully predicted Congress
Indian National Congress
The Indian National Congress is one of the two major political parties in India, the other being the Bharatiya Janata Party. It is the largest and one of the oldest democratic political parties in the world. The party's modern liberal platform is largely considered center-left in the Indian...
’ victory in the 1980 general election.
Subsequent decades saw the development of new verticals, with the creation of specialized units and the offering of several syndicated research products. IMRB also played an important role in the standardization of market research practice in India, and was responsible for the creation in 1983 of the Socio-Economic Classification system
SEC Classification (India)
The SEC Classification is a classification of households used by surveyors, market researchers, media and marketing companies in India to categorize consumer behavior...
, a method now used across India to define target audience
Target audience
In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed .....
s. In 1987, as a founder member of the MRSI
MRSI
MRSI can refer to the following:* Magnetic resonance spectroscopy imaging * Multiple Rounds Simultaneous Impact...
, it helped evolve industry wide codes of conduct, and standards for survey data collection that are still in use today.
With the global acquisition of J. Walter Thompson
JWT
JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
by Sir Martin Sorrell
Martin Sorrell
Sir Martin Sorrell is an English businessman and the chief executive officer of WPP Group. He has served in that role since he started the company.-Biography:...
in 1987, IMRB became a constituent of WPP
WPP Group
WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
and continued its pace of growth, growing over 25% per annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of specialized units focusing on development research, employee satisfaction, loyalty programs
Loyalty marketing
Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives...
, technology and media and the acquisition of several new multinational clients. IMRB’s insights also played a role in the development of several new products for major Indian brands such as Marico
Marico
Marico is a leading Indian group providing consumer products and services in the areas of Health and Beauty based in Mumbai.During 2009-10, the company generated a Turnover of about Rs.26.6 billion , in respect of its food, hair care and skin care related activities...
, Bingo Chips, Godrej
Godrej Group
The Godrej Group is an Indian conglomerate headquartered in Mumbai, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1897, Lalbaug, Mumbai...
and Dabur
Dabur
Dabur derived from Daktar Burman) is India's largest Ayurvedic medicine manufacturer. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis.-Sustainable Development Society:Sustainable Development...
and by this time supported 40 out of top 50 brands in India.
In 2002, as part of a process of rebranding, it changed its name from the Indian Market Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly expanding its international services. This was accompanied by a shift from its offices at Esplanade Mansion
Watson's Hotel
Watson's Hotel, currently known as the Esplanade Mansion, is India's oldest surviving cast iron building. It is located in the Kala Ghoda area of Mumbai...
to its current premises in Dadar
Dadar
Dadar is a place in Mumbai, and is also a railway station on both the Western and Central lines of the Mumbai Suburban Railway network. Dadar is situated in the heart of Mumbai, and Dadar station is the only railway station common to both the Central and Western lines...
, Mumbai
Mumbai
Mumbai , formerly known as Bombay in English, is the capital of the Indian state of Maharashtra. It is the most populous city in India, and the fourth most populous city in the world, with a total metropolitan area population of approximately 20.5 million...
. As part of geographical expansion, IMRB helped set up LMRB in Colombo
Colombo
Colombo is the largest city of Sri Lanka. It is located on the west coast of the island and adjacent to Sri Jayawardenapura Kotte, the capital of Sri Lanka. Colombo is often referred to as the capital of the country, since Sri Jayawardenapura Kotte is a satellite city of Colombo...
, Sri Lanka
Sri Lanka
Sri Lanka, officially the Democratic Socialist Republic of Sri Lanka is a country off the southern coast of the Indian subcontinent. Known until 1972 as Ceylon , Sri Lanka is an island surrounded by the Indian Ocean, the Gulf of Mannar and the Palk Strait, and lies in the vicinity of India and the...
in 1981 and AMRB in 1999 with headquarters in Dubai
Dubai
Dubai is a city and emirate in the United Arab Emirates . The emirate is located south of the Persian Gulf on the Arabian Peninsula and has the largest population with the second-largest land territory by area of all the emirates, after Abu Dhabi...
and offices throughout Middle East
Middle East
The Middle East is a region that encompasses Western Asia and Northern Africa. It is often used as a synonym for Near East, in opposition to Far East...
and North Africa
North Africa
North Africa or Northern Africa is the northernmost region of the African continent, linked by the Sahara to Sub-Saharan Africa. Geopolitically, the United Nations definition of Northern Africa includes eight countries or territories; Algeria, Egypt, Libya, Morocco, South Sudan, Sudan, Tunisia, and...
.
In 1996, along with the Manufacturers’ Association for Information Technology (MAIT) IMRB initiated the periodic ITOPS survey which monitors the IT hardware market among households and businesses. Since 1998, in collaboration with the Internet and Mobile Association of India (IAMAI), an industry body IMRB also started providing a series of annual syndicated research reports named I-Cube which surveys the online and mobile landscape in India. More recently, in 2010 IMRB launched the Web Audience Measurement (WAM) system, India’s first standardized internet audience measurement system based on a panel.
Company Structure
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson AssociatesJWT
JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
, which in turn is owned by Martin Sorrell
Martin Sorrell
Sir Martin Sorrell is an English businessman and the chief executive officer of WPP Group. He has served in that role since he started the company.-Biography:...
’s WPP
WPP Group
WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
Group plc. Within WPP, IMRB is aligned with the Kantar Group
Kantar Group
Kantar, based in UK, was founded in 1993 as the Market Research, Insight and Consultancy Division of WPP plc, a London-based public company. It is a network of 13 specialist companies, with around 28,500 employees working in 100 countries across various research and consultancy disciplines...
, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate.
In India, IMRB International operates out of its five full service offices in Mumbai
Mumbai
Mumbai , formerly known as Bombay in English, is the capital of the Indian state of Maharashtra. It is the most populous city in India, and the fourth most populous city in the world, with a total metropolitan area population of approximately 20.5 million...
, Delhi
Delhi
Delhi , officially National Capital Territory of Delhi , is the largest metropolis by area and the second-largest by population in India, next to Mumbai. It is the eighth largest metropolis in the world by population with 16,753,265 inhabitants in the Territory at the 2011 Census...
, Kolkata
Kolkata
Kolkata , formerly known as Calcutta, is the capital of the Indian state of West Bengal. Located on the east bank of the Hooghly River, it was the commercial capital of East India...
, Chennai
Chennai
Chennai , formerly known as Madras or Madarasapatinam , is the capital city of the Indian state of Tamil Nadu, located on the Coromandel Coast off the Bay of Bengal. Chennai is the fourth most populous metropolitan area and the sixth most populous city in India...
and Bangalore
Bangalore
Bengaluru , formerly called Bengaluru is the capital of the Indian state of Karnataka. Bangalore is nicknamed the Garden City and was once called a pensioner's paradise. Located on the Deccan Plateau in the south-eastern part of Karnataka, Bangalore is India's third most populous city and...
and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRB-MENA in the Middle East
Middle East
The Middle East is a region that encompasses Western Asia and Northern Africa. It is often used as a synonym for Near East, in opposition to Far East...
and North Africa
North Africa
North Africa or Northern Africa is the northernmost region of the African continent, linked by the Sahara to Sub-Saharan Africa. Geopolitically, the United Nations definition of Northern Africa includes eight countries or territories; Algeria, Egypt, Libya, Morocco, South Sudan, Sudan, Tunisia, and...
, with offices in Algiers
Algiers
' is the capital and largest city of Algeria. According to the 1998 census, the population of the city proper was 1,519,570 and that of the urban agglomeration was 2,135,630. In 2009, the population was about 3,500,000...
, Dubai
Dubai
Dubai is a city and emirate in the United Arab Emirates . The emirate is located south of the Persian Gulf on the Arabian Peninsula and has the largest population with the second-largest land territory by area of all the emirates, after Abu Dhabi...
, Jeddah
Jeddah
Jeddah, Jiddah, Jidda, or Jedda is a city located on the coast of the Red Sea and is the major urban center of western Saudi Arabia. It is the largest city in Makkah Province, the largest sea port on the Red Sea, and the second largest city in Saudi Arabia after the capital city, Riyadh. The...
, Casablanca
Casablanca
Casablanca is a city in western Morocco, located on the Atlantic Ocean. It is the capital of the Grand Casablanca region.Casablanca is Morocco's largest city as well as its chief port. It is also the biggest city in the Maghreb. The 2004 census recorded a population of 2,949,805 in the prefecture...
and Cairo
Cairo
Cairo , is the capital of Egypt and the largest city in the Arab world and Africa, and the 16th largest metropolitan area in the world. Nicknamed "The City of a Thousand Minarets" for its preponderance of Islamic architecture, Cairo has long been a centre of the region's political and cultural life...
; LMRB, with offices in Colombo
Colombo
Colombo is the largest city of Sri Lanka. It is located on the west coast of the island and adjacent to Sri Jayawardenapura Kotte, the capital of Sri Lanka. Colombo is often referred to as the capital of the country, since Sri Jayawardenapura Kotte is a satellite city of Colombo...
and Sirius, headquartered in Dhaka
Dhaka
Dhaka is the capital of Bangladesh and the principal city of Dhaka Division. Dhaka is a megacity and one of the major cities of South Asia. Located on the banks of the Buriganga River, Dhaka, along with its metropolitan area, had a population of over 15 million in 2010, making it the largest city...
.
IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own companies.
Business Divisions and Services
Given the specialized nature of its work, IMRB is organized into several independent business divisions that focus on specific areas of market research. It currently has 8 business units in addition to its oldest division-the quantitative research division.| Name of Division | Year of Establishment | Areas of Expertise | Scope of Work |
|---|---|---|---|
| Quantitative Research Wing | 1970 | Quantitative Quantitative research In the social sciences, quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to... custom and syndicated research, National Foods Survey National Food Survey(India) The National Food Survey is a syndicated, multi-year study of food habits and consumption across urban India, conducted bi-annually by IMRB International. The last round of the National Food Survey was conducted in September 2007.... |
|
| Probe Qualitative Research | 1979 | Ethnographic, qualitative custom research |
Anthropology Anthropology is the study of humanity. It has origins in the humanities, the natural sciences, and the social sciences. The term "anthropology" is from the Greek anthrōpos , "man", understood to mean mankind or humanity, and -logia , "discourse" or "study", and was first used in 1501 by German... , psychology Psychology Psychology is the study of the mind and behavior. Its immediate goal is to understand individuals and groups by both establishing general principles and researching specific cases. For many, the ultimate goal of psychology is to benefit society... and the social sciences Social sciences Social science is the field of study concerned with society. "Social science" is commonly used as an umbrella term to refer to a plurality of fields outside of the natural sciences usually exclusive of the administrative or managerial sciences... |
| Media and Panel Group | 1992 | MarketPulse MarketPulse MarketPulse is a continuous monthly tracking survey of household purchases in urban and rural India. Established in 1974, it is India's only household panel study that collects information about household purchases... , TGI Target Group Index TGI or is the longest established single source marketing and media survey in Britain and was established by BMRB in 1969. TGI has since expanded into over 60 countries with over 700,000 people being interviewed every year.... , custom media research |
|
| Business and Industrial Research Division | 1994 | ICube, ITops, WAM, B2B Business-to-business Business-to-business describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer... consulting |
|
| Brand Science | 1996 | New tools that help understand brand Brand The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."... s, and communication in an Indian context |
|
| Customer Satisfaction Management and Measurement | 1994 | Customer and Employee satisfaction surveys, Loyalty Programs Loyalty marketing Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives... |
Job satisfaction Job satisfaction describes how content an individual is with his /her job. The happier people are within their job, the more satisfied they are said to be. Job satisfaction is not the same as motivation or aptitude, although it is clearly linked... and stakeholder loyalty levels |
| MindTech Systems | 2001 | Market research software, data fusion, CASS (computer aided survey systems) |
Audience measurement Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites... , and retail Retail Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be... purchase data collection |
| Social and Rural Research Institute | 1991 | Developmental Research, Public Health Research, All India Health Survey |
|
| Abacus Market Analytics | 2001 | Data processing, advanced analytics Analytics Analytics is the application of computer technology, operational research, and statistics to solve problems in business and industry. Analytics is carried out within an information system: while, in the past, statistics and mathematics could be studied without computers and software, analytics has... , market research software |
Statistics Statistics is the study of the collection, organization, analysis, and interpretation of data. It deals with all aspects of this, including the planning of data collection in terms of the design of surveys and experiments.... , database management and updation, software development and testing |
In addition to its eight specialized units, IMRB also has Abacus field offices that are responsible for the recruitment, administration and quality control of survey responses.
While a significant amount of its work involves customized research such as usage
Usability testing
Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. This can be seen as an irreplaceable usability practice, since it gives direct input on how real users use the system...
studies, brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing studies, public opinion
Public opinion
Public opinion is the aggregate of individual attitudes or beliefs held by the adult population. Public opinion can also be defined as the complex collection of opinions of many different people and the sum of all their views....
research, concept testing
Concept testing
Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market. It can also be used to generate communication designed to alter consumer attitudes toward existing products...
, product testing, need assessment studies, packaging and label
Label
A label is a piece of paper, polymer, cloth, metal, or other material affixed to a container or article, on which is printed a legend, information concerning the product, addresses, etc. A label may also be printed directly on the container or article....
research, and market segmentation studies IMRB also offers a variety of syndicated research products and reports that are widely used as industry bench-marks of consumer behaviour
Consumer behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups...
, such as
- MarketPulseMarketPulseMarketPulse is a continuous monthly tracking survey of household purchases in urban and rural India. Established in 1974, it is India's only household panel study that collects information about household purchases...
, a continuous monthly tracking of household purchases across various FMCG categories. The panel covers over 70,000 homes with 56,000 homes in urban and 14,000 in rural India and is widely used as a benchmark for purchase, and pricing behavior. It’s counterpart the Elite Household Panel tracks information in affluent, urban households
- WAM and RAM, which is a standardized audience measurement systems that sample web and radio audiences, and provide real time detailed segmented data on web usage behaviors
- ITops and ICube, syndicated annual research reports on the landscape of new technology in India
- TGI IndiaTarget Group IndexTGI or is the longest established single source marketing and media survey in Britain and was established by BMRB in 1969. TGI has since expanded into over 60 countries with over 700,000 people being interviewed every year....
, collaboration with TGI, which provides the largest single source marketing and media information covering data on consumer attitudes, motivations, media habits and purchase behavior.
See also
- Marketing ResearchMarketing researchMarketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
- WPP PlcWPP GroupWPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
- KantarKantar GroupKantar, based in UK, was founded in 1993 as the Market Research, Insight and Consultancy Division of WPP plc, a London-based public company. It is a network of 13 specialist companies, with around 28,500 employees working in 100 countries across various research and consultancy disciplines...
- JWTJWTJWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the...
- Socio-Economic Classification SystemSEC Classification (India)The SEC Classification is a classification of households used by surveyors, market researchers, media and marketing companies in India to categorize consumer behavior...
- MarketPulseMarketPulseMarketPulse is a continuous monthly tracking survey of household purchases in urban and rural India. Established in 1974, it is India's only household panel study that collects information about household purchases...
- National Food SurveyNational Food Survey(India)The National Food Survey is a syndicated, multi-year study of food habits and consumption across urban India, conducted bi-annually by IMRB International. The last round of the National Food Survey was conducted in September 2007....
- Web Audience Measurement (WAM)