grs market research
TRANSCRIPT
Our Credentials
About Us
A marketing research and consultancy firm, incorporated in 2001
Infrastructure and expertise to handle Pan India assignments.
We are able to understand the deeper conceptual, psychological cultural and social issues
that shape today’s complex markets and have earned a reputation for depth of field &
analytical services.
We provide unbiased, comprehensive, in-depth research by means of analysis, generating
insights into consumer and market behavior. We use a variety of research techniques and
innovative technology to understand and gain insights into consumer behavior.
Our consulting helps our clients understand and tackle problematic situations and be a
leader in the market.
‘Enthusiasm’, ‘Professional commitment’ and ‘Passion to be the best in business’ drives us
to provide highest quality of service to its clients.
Domain Expertise & Geographic Presence
Domain Expertise
Retail FMCG
Banking & Insurance
IT & Telecom
HealthcareOil & Gas
Real Estate
Automobile North South East West ChandigarhDelhiLucknowLudhiana
Bangalore ChennaiCochinHyderabad
BhubaneswarKolkata
Ahmedabad BhopalIndoreKolhapurMumbaiNagpurNasikPune
Service Portfolio
Tracking & Measurement
Customer Satisfaction
Customer Loyalty
Tracking
Brand Tracking
Retail Audits
Consumer PanelCustomized /
Ad-hoc Research
Ad Testing
Product & Concept Testing
Advert Research
Location Identification
Demand Estimation
Customized / Ad-hoc Research – Ad testing
Inputs Output Rationale
Representative
thinking
Specific
questioning
related to
message
Cognitive appeal
Awareness
Message Clarity
Improvement
areas/
disconnect
elements if any
Relevance
Advertisement
TA
Product
To test the advertisement for specific TA to understand the awareness, message clarity, improvements needed in ad
Key things…..
Exposure to media (in which ad is being shown) is adequate Familiarity to the product/ categoryAnalyze the impact of advertisement element wise
Ad Testing continued…
Sample deliverables
Demand Estimation
Inputs Output Rationale
Seasonal
Fluctuations
Systematic
Fluctuations
Competitive
scenario
Timely product
introductions
Understand
Sales patterns
Target setting
Sales data
Customer Intent
Category Trends
Distribution data
To forecast product demand factoring in recurring seasonal & systematic patterns in sales data
Key things.....
Analyze supply data in line with trends, fluctuations and form a growth normTest competitive scenario to understand any future impact on demand Analyze the factors impacting demand
Demand Estimation continued…
Sample deliverables
Location Identification
Inputs Output Rationale
Systematically
plan the location
to maximize sales
potential
Key locations that
maximize traffic
New locations that
hold sales
potential
Traffic Count
Topography
Catchments
Key Competitors
To accurately locate retail outlets, franchises and dealerships in a specific geographical area to maximize sales potential
Key things.....
Identify the right place for footfallTest location in terms of appeal, probe to understand the different views/ opinions leading to preference/ choice Analyze respondent profile demographically in line with the preferences/ acceptance
Product & Concept Testing
Inputs Output Rationale
Product
Customization
Understand
pricing points
Innovative ideas
Product level
changes
Product
Acceptance
Customer profiles
Customer
opinions
Usage data
Buying history
To test Products & Concepts amongst actual/potential customers resulting in better product design & communication
Key things.....
Identify relevant TATest acceptance, probe to understand the different views/ opinions leading to acceptance Analyze respondent profile in line with the preferences/ acceptance
Sample deliverables
Concept liked Ready to try the
product/ concept
Concept liked but unwilling to try
the product/ concept
Concept not liked and not willing to try the product/
concept
39 % 28 % 32 %
Product & Concept Testing
Tracking & Measurement Services -Customer Satisfaction & Loyalty Studies
Inputs Output Rationale
Systematic plan to
improve
satisfaction
Retention strategy
Product Design
Key action points
contributing to
satisfaction
Likely impact of
improvement
Expectations
Performance
Importance
To identify & fix key action areas to enhance customer experience with the product/ service
Key things.....
Have a right benchmarking approachIdentify important factors in relationship and improve to create customer delight instead of just satisfying customersAccept it is not possible to satisfy each & every customer and hence prioritizeFocus on moving “Risky” customers to other quadrants
Sample deliverables
Loyal
Stuck
Approachable
At risk
High on commitment and
Highly likely to continue using the
brand
High on commitment but not
likely to continue with the brand
Low on commitment but highly likely to continue using the
brand
Low on commitment and not likely to
continue using the brand
39 % 22 %
23 % 16 %
Customer Satisfaction & Loyalty Studies continued 1 …
Sample deliverables
Customer Satisfaction & Loyalty Studies continued 2 …
Brand Tracking
Inputs Output Rationale
Different brands
would have different
associations
Profiles would differ
for different brands
Also would depend
upon positioning
Brand recall
Association
Brand
communication
Market visibility
To understand and measure brand equity
Key things.....
Exposure to communicationTo check association with other imagesUsership of the brand (Demo/ psycho …)
Brand Tracking continued…
Customer focused
Professional
Values relationship with the customer
Quality conscious
Consistent with the policies
Sample deliverables
Retail Audit
Inputs Output Rationale
People would have
preference for a
particular brand/
commodity
However lack of
availability for a
particular brand might
change the dynamics
Validation of
Sales Data
Preference
of a
commodity/
brand over
others
Sales data
Covert & Overt
observation
To understand and measure consumption for a specific commodity/ brand
Key things.....
Awareness and emphasis for a particular commodity/ brandObserve behavior in case of non-availability of that particular commodity/ brand
Banking & Finance Studies
ICICI Bank: GRS conducted 14 Focus Group Discussions (FGDs) with Farmers all overMaharashtra at Taluka places and surrounding Villages to understand Farmers’ experiencewhile availing Loans to buy Tractors (both pre and post loan approval).
Bank of Maharashtra: GRS conducted Customer Satisfaction study all over Maharashtrausing a structured questionnaire amongst 4500 customers to understand their level ofsatisfaction vis-à-vis competition.
Bank of India: GRS conducted Customer Satisfaction study all over Maharashtra using astructured questionnaire amongst 2200 + customers with an objective to understand thelevel of satisfaction vis-à-vis competition.
TVS King: GRS conducted In-Depth Interviews (IDIs) among the 600 Rickshaw Owners ofBajaj and TVS (total 150 interviews in each metro) to identify their expectations withreference to Finance Schemes, Cost of Permit, Down-Payment, EMI etc.
Mahindra Tractors: GRS conducted F2F interviews with Farmers to understand theacceptability of Mahindra Samruddha Jeevan Yojana, their expectations through thisscheme as well as performance of Mahindra across Maharashtra.
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Data Analysis Experts
Our Esteemed Clients
Thank You
Tel: +91 20 4120 7840 │HP: +91 82370 35358
E-mail: [email protected]
Website: http://www.grsindia.com