Description

The SIP at KANTAR owned IMRB International gives one the thorough
experience of market research. Market research is mainly about the gathering
of primary or secondary information about the consumers need and
preferences as per clients requirement and analysis is done on the collected
information to find out the relationship among various variables.

Our projects in IMRB requires us to gather the primary data through various
locations in Mumbai by generating leads either from company provided
database or through our own references i.e. Snowballing. One can easily find
out the variations in projects across sectors I.e. from B2B to customer
satisfaction. We have come across two types of ways of conducting
interviews till now which are as follows and also we are looking forward to
IMRB to learn more: -

1. CAPI ( Computer Aided Personal Interview )

2. PAPI ( Pen and Paper Interview)

Apart from these points, the sample size of project depends upon the clients
requirement and whether he wants to disclose his/her identity or not is his
discretion. The duration of one interview goes around for average 45-50
minutes, which takes a lot of effort for the interviewer to maintain the same
level of excitement among the respondents till the last moment and keep
them engaged to get the relevant information.

I have completed one project which is as follows: -

PEGASUS: - In this project, Client was a leading global manufacturer of

equipment for construction, demolition and agriculture. It is currently
exploring business opportunities in manufacturing Aerial Work Platforms in
India. The objective of the study are as follows: -

1. To establish the market size of different types of AWPs by capacity for

the past 3 years and next 5 years.
2. To establish pricing by type, capacity, new vs old.
3. To establish usage by segments & applications for different types &
capacities, hours/year, number of sites covered per year, application
shots, hirers vs own user.
4. To understand the dynamics of rental industry
5. To understand pain points of current users.
6. To recommend key action areas for smooth market entry

Project required the conduct both qualitative (unstructured business

interviews; UBIs) and quantitative (semi-structured interviews; SSIs).

Currently I am working simultaneously on 3 projects which are as follows: -

Mahindra & Mahindra: - The objective of this project is to explore the

satisfaction level of targeted audience who are either main users or decision
makers in the buying decision of Mahindra 4 wheelers.

Home Loan Segment: - This project covers the following aspects: -

1. To assess the needs, requirements and expectations of the customers

who have availed of home loans from Banks/Financial Institutions
2. To identify their current satisfaction levels and how this can be
enhanced to trigger loyalty
3. To identify strengths and weakness of each Bank/Financial institutions.

SOS Childrens Villages of India: - The objectives of this study are: -

 1. To assess the imagery of the Donors and Non-donors about SOS
Village and how it differs from any other NGO with similar cause. And
what can be done to set the imagery right.
2. To understand the brand recall, brand perception, imagery satisfaction
points, pain points of donors, improvement areas and strategizing
priority for SOS Village.
3. To assess the competitors communication strategy which all are
working well.

In future, we will be assigned more projects across various sectors which will
help us to grow and learn inter-personal skills. Apart from that, we will get to
learn various ways of conducting researches and as IMRB is the pioneer in
market research, we are confident enough to get well-versed by working in
such a major corporates. It has been the wonderful experience with IMRB in
just these few days and we are looking forward to IMRB for such learning
experiences002E