Kantar IMRB Qualitative has always placed a strong emphasis on getting the best possible inputs and expertise, and this is evidenced by our formidable team of specialist Qualitative researchers, whose diverse fields of expertise (art, humanities, behavioral and physical sciences) as well as cultural backgrounds (international and local) have resulted in the foremost name in qualitative research, both in India and the world.

In addition, our integrated research approach draws from a variety of social sciences such as ethnography, psychology, and anthropology amongst others, with the result that Qualitative now possesses a comprehensive portfolio of tools that blend traditional methods with modern techniques from semiotics and Neuro-Linguistic Programming.

Coupled with our unparalleled expertise in communication, brand & product creation, as well as developmental and social issues, Qualitative is uniquely placed to offer an uncompromising, multidisciplinary exploration of consumer motivation and behaviour and provide high-quality insights into what guides it.

In early 2010, Qualitative launched Kantar IMRB Innovation Labs – an innovation consulting practice whose objective is to provide tangible, impactful, and disruptive business outcomes and innovation platforms for organizations. At the heart of its innovation philosophy is ‘Design Thinking’ – a unique problem-solving approach that combines the power of three critical skills – Empathy, Creativity, and Rationality – for business problem solving and strategy.

Qualitative’s most recent foray is called The Alternate Room – a place that provides a fresh, relevant, and sometimes, controversial perspective on brands, behavior, and trends.

Our aim is, as it has always been, to lead clients from insights to solutions.

Key Clients

Qualitative’s experience spans sectors, categories, companies and nations. Over the last 20 years, we have gained a loyal clientele, with 5 of our top 10 clients having been with Qualitative right from the beginning.

• British American Tobacco
• Unilever India
• Glaxo SmithKline
• TATA Group
• Godrej Group
• PepsiCo
• ITC Group
• Raymond Group
• Mahindra & Mahindra

The technique defies the conventional approach of probing and instead, attempts to unearth and decode consumer impulses, right from the subconscious to the conscious mind. This is because brand signatures are not rational messages, they are either liked or disliked. Intuite as a technique helps in improving aesthetic appeal in a number of ways – both in functionality (packaging) and branding across multiple levels:

• Impact in clutter
• Impact Vs Current
• Impact in Solus

The technique allows for exploration into both the emotional and the rational responses to the stimulus being researched to map its emotive and functional profile.

Emotional exploration
This provides us with important insights into the consumers’ subliminal connect to the stimulus options.It allows us to understand how the various graphic elements connect with the five senses, the composite message that is delivered, as well as ascertain the emotive codes that the stimulus conveys

Functional exploration
This addresses queries pertaining to how consumers perceive the new stimulus options vis-à-vis the competition and the existing/current option(s)