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Finance/Banking/ Insurance


The financial sector today is globally integrated and boasts of a presence of diverse entities – Public Sector, Indian Private Sector and MNCs. The research team in this sector recognizes the vital challenges that the sector faces today due to increasing complexity of the products and heightened regulatory framework. To be successful in this environment, IMRB offers clients cutting edge research and insights into areas such as:

  • Demand assessment/ Market potential
  • Market segmentation
  • New product development
  • Concept testing/ Product testing
  • Diagnostic research
  • Branding & positioning

Be it banking insurance or other services, IMRB has serviced international multilateral institutions, Private Equities, Venture Capitalists, Management Consultants/Advisory firms and leading Indian & International Corprate Groups. Some of the clients in the sector are World Bank & IFC, SBI, ICICI Bank, HSBC, Axis Bank, TATA AIG, Cholamandalam Group and KPMG.

IMRB International has a specialized unit “Asset” to exclusively to the research needs in the financial sector. Asset provides comprehensive research services to a host of leading Indian and Multinational companies in the financial services space. IMRB has worked closely with a variety of clients on assignments in banking, insurance, mutual funds, credit cards and loans.

IMRB has worked on wide range of financial products across different types of studies.

Types of Studies:

  • Ad evaluation
  • Awareness & campaign evaluation
  • Brand Health / Equity assessment
  • Brand name / Logo evaluation
  • Branding & positioning Competition mapping
  • Concept testing/ Product testing
  • Customer / Channel profiling
  • Demand assessment/ Market potential
  • Diagnostic research
  • Lifecycle assessment
  • Lost customer assessment
  • Market construct/strategy
  • Market segmentation
  • Mystery audits / Mystery shopping
  • Need-Gap analysis
  • New product development
  • Technology adoption
  • Usage & Attitude

Types of Products:

  • Branch Banking
  • Consumer Finance
  • Corporate Banking
  • Credit cards
  • General Insurance
  • Home Loans
  • Islamic Banking
  • Life Insurance
  • Loyalty cards & Co-branded cards
  • Micro insurance
  • Microfinance
  • Offshore remittance
  • Private equity
  • SME Banking
  • Vehicle loans

Our Studies

Concept Tests
IMRB International played an active role in concept testing in the financial space. A concept card is created and the respondent’s feedback is assessed on several parameters: overall opinion, main message, likeability, believability, uniqueness, appeal and intention to buy/subscribe.

IMRB helped one of the premium banks to test a mobile banking concept.

IMRB International has helped its financial clients segmenting and targeting the right consumer groups.

IMRB recently helped one of the premium banks to segment the low income group for their new foray. The assignment involved segmentation of the market, identifying the target-worthy segments and suggesting the relevant products / services to those select segments.

Pricing and Demand Estimation Studies
IMRB International has done extensive research in the area of pricing and demand estimation for financial clients. Techniques used have ranged from the the Gabor Granger and the Price Sensitivity Meter to BPTO and Conjoint Analysis.

IMRB recently helped a client to assess consumer reactions to pricing of a banking service in conjunction with various combinations of product attributes. Adaptive conjoint analysis was used to help the client arrive at a product with the right combination of features that drive loan consumption.

Usage, Attitude, Behaviour Studies
IMRB International has extensively conducted research in understanding the consumer behaviour, attitudes and repertoire for financial products and services.

Recent studies include understanding the attitudes towards money, savings, spends, credit / loans, an in-depth study on tax related investments and a study on motivators in choosing investment options.

Our Clients


  • ABN Amro
  • Barclays
  • Citibank
  • DCB
  • Deutsche Bank
  • HDFC Bank
  • HSBC
  • ICICI Bank
  • ING Vysya Bank
  • Standard Chartered
  • State Bank of India


  • Aviva Life Insurance
  • Canara HSBC Life Insurance
  • SBI Life Insurance
  • Max New York Life Insurance
  • TATA AIG Life Insurance
  • Reliance Life Insurance
  • Birla Sun Life
  • HDFC Standard Life Insurance
  • Metlife
  • Amsure
  • Kotak Life Insurance
  • ICICI Prudential Life Insurance
  • ICICI Lombard General Insurance
  • Reliance General Insurance

Financial Services

  • Fullerton India
  • GE Capital
  • LIC Housing Finance
  • Mahindra Finance
  • IDFC
  • SKS Microfinance
  • India Invest
  • Geojit Securities

Contact Us


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