Specialist solutions for customized quantitative consumer research

  • Exploratory Research: Employing a combination of desk and primary research in order to thoroughly grasp category and market understanding as well as brand usage and attitude.
  • Innovation Research: Unearthing new ideas & opportunities and positioning these ideas to as to be distinctive and yet relevant in the marketplace. This is done, with a little aid from Kantar IMRB Qualitative, in order to fuel innovation through a mix of applied design thinking and consumer immersions along with its state-of-the-art consumer segmentation approach, iCrea8e. The iCrea8e approach is to generate consumer needs - functional & emotional; make consumers make real life choices between needs for different occasions through advanced choice modelling; use the choice modelling outputs to create sharply differentiated need-based segments which are overlaid with consumer typologies – along with product & positioning preferences for different need states.
  • Innovation Testing: Further development, screening and testing of new ideas. Kantar IMRB Consumer does this using its Innovation Testing suite, Visualise, which screens alternative concepts through a combination of choice modelling & concept rating; generates initial volume potential of the shortlisted concepts; and then provides full volumetrics & diagnostics using its Simulated Test Marketing (STM) model which is built on the experience of consumer product testing in developing markets like India.
  • Product Optimization for Durables: Using Kantar IMRB’s Feature Plus model which optimizes a balance between product features and price in order to develop the best offer for different models for different consumer segments.
  • Pricing Research: Development of optimum price options for launch as well as the best pricing strategy for the brand & the portfolio through Kantar IMRB’s Pricing Suite, valueR. The suite, valueR, has at its heart, a discrete choice model, which can be customized to answer what a marketer can do to increase its share through its existing portfolio and how new SKUs can add to its share – and the discrete choice model if used along with innovation testing and econometric modelling – can also answer business questions like how disruptive innovations can add to the portfolio share and what would be the long-term future category trend based on alternative pricing strategies. Kantar IMRB has built learning on how different pricing strategies work in the marketplace, for example, the impact of reducing prices vs. that of holding prices when competitors’ prices increase.