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Tuesday, July 19, 2011

Finding a Strong Research Partner

An exclusive compilation by

BLUE CATERPILLARS

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BLUE CATERPILLARS – WHAT LIES IN OUR CORE?

At heart of Blue Caterpillars lies curiosity-- a desire to know and

understand consumers in their cultural context, an yearning to

unravel the unknown, an inquisitiveness to decode the unspoken.

The team at Blue Caterpillars strives at translating such

observations and research data into cogent business insights

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FALLACIES THAT WE BREAK AT BLUE CATERPILLARS

FALLACY 1:

Correctly filled RQ is

equivalent to Right

recruitment

FALLACY 2:

Long Discussion Guide

implies good research

document

FALLACY 3:

No of slides indicate

seriousness & robustness of

presentation

FALLACY 4:

Sticking to a document

without considering group

dynamics

At Blue Caterpillars, we do

not depend on RQs; we

believe in field back checks

At Blue Caterpillars , we

strongly believe in keeping

the discussion guides

focussed and concise

At Blue Caterpillars, we

believe in keeping the

presentation or insights as

crisp as well. It is more a

strategic output than data

overload

At Blue Caterpillars , we

allow our researchers and

consultants to alter the

sequence of DG, yet get

hold of right information

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RESEARCH LACUNA WE TRY TO OVERCOME

Field force generally force fits a

respondent profile into the RQ Criteria

At Blue Caterpillars we don't

Our researchers and consultants do not

mechanically administer a DG, their

focus is on objectives

Presentations are not predictable , we

challenge old beliefs & look at data

from perspective

Database is maintained and fake

respondents are not considered for

research at Blue Caterpillars

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JOURNEY OF BLUE CATERPILLARS SO FAR

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• Inception of BLUE

CATERPILLARS as a

market research firm

• Developed a field

network PAN India

• Signed a 3 yr contract with

HUL as a service provider for

the Western India

• Acquired AMIRA PURE

FOODS, Delhi Based Rice

and packaged food

manufacturer

• Bagged projects from L’Oreal

for their personal care range &

cosmetics

• Extensive work done for UP

Based Iron rod & steel product

manufacturer PANEM STEELS

LTD prior to their market

expansion

• Acquired SOM DISTILLERIES,

Madhya Pradesh based Alcohol

manufacturer and facilitated

market research to them

• Worked on a 10-district socio-

marketing project in Bihar along

with IPSOS SOCIAL

RESEARCH DVISION. A project

of 200 DI and FGD in districts of

Bihar on ORS

• Acquired VLCC PERSONAL

CARE

• Started working for ACN-UAE,

for full-fledged multi-country

studies

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• Started work relationship with

PHILIPS HEALTH CARE and

findings were highlighted in media

• Detailed need-gap analysis work

done for APOLLO BUILDERS

• Work on multiple projects with

global media giant STAR PLUS

• Setting up panel for RK SWAMY

BBDO, multi category across

centers. Worked on many adhoc

studies for FENA, PARAS

• Initiation of work relationship with

retail division of Retail-

RELIANCE AJIO

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WHAT ENABLED BLUE CATERPILLARS TO BE WHAT WE ARE TODAY

BOUTIQUE ATTITUDE

Strong collaborative partnership with ALL clients. Full commitment to each and

every project. Greater senior team involvement, and focus on quality

BREADTH OF OFFERING

Think beyond traditional methods- shift from stereotyped FGDs & DIs consumer

labs, immersions, ethnographic studies, activation workshops, on-going

conversations through online panels, bulletin boards, live chats, blogging, whats

app group

CULTURIST-VIEW

A strong and in-depth understanding of cultural context. Different cultural

symbols can unlock a wealth of insights and rationale for consumer behavior. We

boldly say that we understand this well

CROSS CATEGORY TRANSFER

Transfer learning from project handling in one category to project innovation in

different category. Mundane work and repetitive work does not excite us, we keep

learning and transferring the learnings from multiple sources to our clients

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BLUE CATERPILLARS – RESEARCH CAPACITY

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BLUE CATERPILLARS – TOOLS & TECHNIQUES

T-test Conjoint Analysis

Cluster analysis

ANOVA Factor

Analysis Regression

Analysis

Quantitative tools

Mapping Idea

Generation Picture Analysis

Quasi-statistics Personify &

Imagery Laddering

Qualitative tools

As a research partner, we would advise on long term and short term business strategies

As a research partner, we would recommend business strategy for each identified focus market

As a research partner, we would suggest on unmet consumer needs and identify gaps for products / services

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BLUE CATERPILLARS – DOMAIN EXPERTISE

FMCG HEALTHCARE

REAL ESTATE MEDIA

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BLUE CATERPILLARS – RESEARCH WAY

•No database fake recruitments

•Quality control on recruitments to avoid fake & repeat respondents

•Proper back checks by senior field executives

•Keep RQ simple and easy to understand for field recruiters

•Detailed briefing on requirement of profile

Recruitment

•Free-flowing moderation, not restricted to DG

•Moderators who were either ex-researchers or with more than 8 yrs of moderation experience

•Focus on research objectives while discussions

Data collection

•No data loss during transcription

•Analysis by special tools / techniques

•Report writing is not templated or based on past experience

•Presentations are crisp and pointed

Data collation

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BLUE CATERPILLARS – REACH

PRESENCE ACROSS METROS

Delhi

Mumbai

Bangalore

Hyderabad

Chennai

Kolkata

Adding on more centers ..

PRESENCE ACROSS TIER 2 CITIES

Guwahati

Nagpur

Patna

Lucknow

Indore

Raipur

Ahmedabad

Jaipur

Amritsar

Ludhiana

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BLUE CATERPILLARS – ABOUT THE TEAM

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BLUE CATERPILLARS –FOUNDER & RESEARCHER

Sneha Jain

Sneha is a philanthropist at heart, a go getter who is inquisitive about people and their behaviour

An alumnus of IIM-Bangalore , Sneha has more than 8 years’ experience in executing multi-sited projects,

handling large teams, international as well as rural projects

She has led projects which were a combination of innovation and deep data analysis. Several projects that

she personally handled included extensive research and development of innovative strategies for a variety

of clients. Like STAR TV, COLGATE, MARICO

Her experience ranges across categories like Media, Retail, Real Estate, Tea, Hair care, Personal Care,

Fabric care, Telecom, Perfumery, Farm Equipments, Paints

She is a vivid traveller who loves to explore different religions, cultures, customs. Well –travelled across

India and outside India as well

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SENIOR QUANTITATIVE RESEARCHER

Soumen is a dynamic research professional with more than 16 years of experience in marketing research.

Clients acknowledge his core strength of being a ‘deep diver’ - always questioning, persistent in

scratching the surface.

Highly Proficient in advance statistical analysis like Conjoint, Regression, Cluster Analysis, Factor Analysis ;

he loves to dabble with numbers

He has vast experience of working in the sector of personal care, FMCG, cement, telecom, health care,

cement, banking & paint industry

He loves to work on studies at different stages of research – early, mid & late to deliver innovative new

solutions to meet client objectives effectively

Someone who has numbers on his finger tips, Soumen is a key resource to Blue Caterpillars

Soumen Chowdhury

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SENIOR QUALITATIVE RESEARCHER

Nivedita is a senior research consultant with us . She has a career spanning over 20 years of brand

planning, consumer insights mining and market research. She has valuable experience in understanding

the Indian consumer across geographies, cultures, socio economics and life-stages

She was a part of the strategic planning, communication development and insights cell of Draft FCB and

Grey Advertising. She has vast experience working for clients like PepsiCo, McDonald’s, Perfetti, Pizza Hut,

Microsoft, Hewlett Packard, NIIT, American Express, De Beers, Reckitt Benckiser etc

She consistently serves as the voice of reason in the oft experienced pandemonium of the research world

to deliver innovative new solutions to meet client objectives effectively.

Nivedita has a Bachelors in Engineering with a Masters Degree in Business Economics.

Nivedita Singh

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High Vast Experienced Tangential Instant High

Low Limited Amateur Linear Delayed Low

Operating costs

Field network Moderators & Transcribers

Researchers Delivery time

Long term client commitment

Adept

BLUE CATERPILLARS - THE DIFFERENTIATOR | THE SKILL AND WILL

Novice

Insight mining process

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T H A N K Y O U

For more details contact:

Sneha Jain

sneha.jain@bluecaterpillars.in

91-8085128403