ESOMAR BEST OF –
INDIA 2013
BENGALURU / 25-26 MARCH
STRENGHTENING FOUNDATIONS AND
MOVING FORWARD
PROGRAMME
25 MARCH
08.00 – 09.00
Registration
09.00 – 17.00
Workshops in parallel:
Advanced Quantitative Techniques
Understanding where the leading edge is, and how to use it
Led by Ray Poynter, Director Vision Critical University, Vision Critical, UK
26 MARCH
08.00 – 09.30
Registration
09.30 – 09.45
WELCOME AND INTRODUCTION TO THE PROGRAMME
Partha Rakshit, Partha Rakshit Associates, ESOMAR Representative for India
09.45 – 10.20
KEYNOTE
Safeguarding the Religion while Changing the Rituals Rama Bijapurkar, Management and Market Research Consultant, India
DIMENSIONS OF EXCELLENCE
INDIA - Best of ESOMAR
10.20 – 10.25
Introduction by Session Chairman:
Partha Rakshit, Partha Rakshit Associates, ESOMAR Representative for India
10.25 – 10.45
GUEST SPEAKER
Water Wows
Tapping the unleashed potential of mobile phones
Piyul Mukherjee, Quipper Research, India
Pia Mollback-Verbic, Quipper Research, India
GUEST SPEAKER
Present is 'Expecting' Future
A social media buzz around the baby bump
Guneet Kaur, Nielsen India (BASES), India
10.45 – 11.05
11.05 – 11.25
GUEST SPEAKER
DigiAsia
How social media can uncover different facets of Asia youth
Rakesh Kumar, Firefly Millward Brown, India
Madhumita Chakraborty, Pepsico International, India
11.25 – 11.40
Discussion
11.40 – 12.00
Break
BIG DATA
12.00 – 12.05
Introduction by Session Chair
Sandeep Arora, Datamatics Global Services, ESOMAR Representative for India
12.05 – 12.25
The What’s and What-Not’s of Big Data
Sandeep Arora, Datamatics Global Services, India
12.25 – 12.45
Identifying Next Frontiers for Business Growth through Big Data Analytics
Bikramijt Chaudhuri, The Nielsen Company, India
Sumit Rastogi, The Nielsen Company, India
12.45 – 13.00
Discussion
13.00 – 14.10
Lunch
NEW APPROACHES IN DATA COLLECTION AND IN STORE
14.10 – 14.15
Introduction by Session Chair
Pravin Shekar, krea, India, ESOMAR Council Member
14.15 – 14.35
Mobility in Research
Market research data collection using mobile/smartphones
Arunava Bhattacharyam, IMRB International, India
Subhasis Mukherjee, IMRB International, India
14.35 – 14.55
Measuring Shopper Mindset for Effective Channel Marketing
N. Ramasubramanian, GlaxoSmithKline Consumer Healthcare, India
Siddhartha Proothi, GlaxoSmithKline Consumer Healthcare, India
Prasenjit Ray, Instore Consulting Services, India
14.55 – 15.10
Discussion
15.10 – 15.30
15.30 – 15.35
Break
DIMENSIONS OF EXCELLENCE INTERNATIONAL –
Best of ESOMAR
Introduction by Session Chair
Jayant Jain, Godfrey Phillips, India
15.35 – 15.55
GUEST SPEAKER
Measuring Emotions Through a Mobile Device
Across Borders, Ages, Genders and More
Pankaj Jha, Millward Brown, India
15.55 – 16.15
GUEST SPEAKER
Rainmaker Exploiting unexpected price potentials for print media
Dr. Florian Bauer, Vocatus AG, Germany
16.15 – 16.35
GUEST SPEAKER
Online and Social Media Research
International lessons for India
Ray Poynter, Vision Critical, UK
16.35 – 16.50
Discussion
16.50 – 17.30
PANEL DISCUSSION
MOBILE RESEARCH – WHERE TO?
Mobile market research is not very popular in India, even though the country has a mobile
user base of 929 million. The full potential of mobile for market research is still to be
exploited.
• What are the challenges that prevent mobile research from taking off in a big way?
• What are the opportunities for data collection?
• Will the Indian market research industry embrace mobile research in the foreseeable
future?
Moderator:
Pravin Shekar, krea, India, ESOMAR Council Member
Panelists:
Pankaj Jha, Millward Brown, India
Prakash Dadlani, 3M India
17.30 – 17.40
CLOSING
Sandeep Arora, Datamatics Global Services, ESOMAR Representative for India
SPEAKER PROFILES
Arunava Bhattacharyam
Arunava Bhattacharya is Group Manager Analytics of IMRB International, India. Arunava has 12 years of
experience consisting of MR Data analysis & software development. He worked on a wide variety of software
projects. His strength areas include MR software development, data analysis and management and
maintenance of Software application systems.
Arunava possesses good knowledge on MR softwares and tools like SPSS, Quantum / Quanvert, ADL, ESPRI
etc. On the technical front, he is experienced in application development using Client Server, Web based &
Mobile technology in platforms like Delphi, VB, Java, ASP/IIS, EXCEL/Macro, MS Access, SQL Server, SQLite.
Bikramijt Chauduri
Bikramijt Chauduri is Senior Vice President – South Africa of The Nielsen Company, India. Bikramijt is with The
Nielsen Company now for 17+ years where he assumed several global and regional senior leadership roles for
Eastern Europe, Middle East, Africa and South Asia. A renowned researcher, strategist and measurement
scientist, Bikram has several research publications in the areas of statistics, market measurement, consumer
segmentation et al in top notch journals including Best Research Paper in ESOMAR. His academic
accomplishments are M.Stat. from ISI Delhi o Ph.D. from IIT Mumbai.
Florian Bauer
Florian Bauer is a founder and member of the board of Vocatus AG, a research and consulting company that
employs about 75 consultants. He studied Psychology and Economics at TU Darmstadt, MIT and Harvard
University. His academic work focused on behavioural economics and the psychology of pricing. Florian is
member of the board of the German Market Research Association (BVM), and teaches at several universities.
He is author of many business and academic papers, a keynote speaker and one of the thought leaders in
pricing: Dinero, a leading Latin American business magazine, called him the “guru mundial” in psychological
pricing. In 2005 and 2010 he won the German Market Research Award for the Study of the Year, and the Best
Methodological Paper Award at the ESOMAR Congress 2010.
Guneet Kaur
Guneet Kaur is Senior Research Analyst of Nielsen India (BASES). Guneet is 25 years old and was born into a
family of academics. She hails from the state of Punjab in India but has for the last four years lived in the capital
city of India – New Delhi.
She received a Bachelor of Physics Hons. from Panjab University (Chandigarh) with distinction. She became
interested in topics like marketing, branding which led her to pursue a post-graduate degree in Business
Economics from the University of Delhi. She worked on a summer internship project with Nielsen India and
later accepted a full-time offer from Nielsen.
She likes to read creative pieces on the internet and is a big fan of Ted talks. She strongly believes that actions
of a person should be louder than his words. Guneet likes to teach underprivileged children and is currently
associated with New Delhi based NGO – Aradhan. Her favourite quote is – “You are what you repeatedly do;
excellence therefore is not an act but a habit” – Aristotle
Madhumita Chakraborty
Madhumita Chakraborty is General Manager - Consumer Insights & Strategy at PepsiCo International in India.
Madhumita is a trained economist with an MBA in Marketing Communications. She has over a decade’s
experience across consumer research, business research, sales and advisory services spanning food and
beverages, telecom, financial services, and durables sectors. Having been a provider of research and advisory
services, she appreciates the true value of market research in her present role as a user of research at
PepsiCo India, where she heads Insights and Strategy for the Flavours portfolio and Brand Health. Madhumita
is a regular participant at ESOMAR events and has previously presented at many conferences. She also
periodically conducts workshops and industry outreach sessions with students at prestigious business schools
in India.
N. Ramasubramanian
N. Ramasubramanian is Head of Insights of GlaxoSmithKline Consumer Healthcare Ltd, India.
Senior consumer insight professional with over 10 years of work experience across both client (GSK Consumer
Healthcare, Colgate Palmolive) and agency (IMRB – Kantar Group Company). Worked across various categories
in F & B, PC and OTC handling consumer (Brand Track & Ad Hoc), shopper and syndicated (Retail Audit &
Household Panel) researches for the categories. Experience of delivering strategic researches to help building
robust marketing plan.
Pankaj Jha
Pankaj Jha is Director - Global Innovations, AMAP Region of Millward Brown, India. Pankaj is part of the global
team responsible for driving innovations in Millward Brown; he represents the AMAP region on this team.
The Global Innovations team heads the research & development of new components of Millward Brown offer to
address the changing needs of clients. He is looking at the development of mobile capabilities; creating solutions
that provide real time feedback to clients in a cost effective manner. He is also leading the Neuroscience
practice in the region.
Having worked in leadership positions at MB India where he was heading the Delhi office for a couple of years
and within client organizations like Unilever & Airtel (India’s largest Mobile service provider) in his previous
stints, he brings a developing world perspective to the global organization about solutions never tried anywhere
else before.
Pia Mollback-Verbic
Pia Mollback-Verbic is Co-Founder and Director of Quipper Research, India. As a Qualitative Market
Researcher, Pia has worked with start-ups companies, online entrepreneurs, NGOs, MNCs and Fortune 500
companies alike for 15 years. Her approach to market research is holistic and focused on context inclusion linking consumer insights with larger trends, cultural norms and social constructs. Having lived, studied and
worked in Denmark, Germany, Spain, USA and India, Pia takes a strong interest in the cultural complexity and
diversity in different parts of the world and is highly sensitive to different business cultures, consumer markets
and local research practices. Her specialty is Cross Cultural Research - delivering local insights in a global
context.
Piyul Mukherjee
Piyul Mukherjee is Director of Quipper Research, India. With almost 25 years interacting with Indian consumers,
mining insights for global clients across categories: from FMCG to finance, education to the social sector, Piyul
now enjoys working on projects for clients who are passionate about making the world a better place. She is
fascinated by larger changes in the Indian social fabric. At the moment, she is completing her PhD in Sociology
on ‘The impact of urbanisation on women and children in small town India. Rapid changes in technology and
consumer mindsets has brought with it challenges for marketers and researchers. Piyul is excited about being
at the crest of this 'new wave', and looking forward to new dialogues and continuing evolution.
Prakash Dadlani
Prakash Dadlani is Country Head of Marketing Excellence, 3M, India. Prakash's career spans 18 years across
several marketing and sales roles, with a variety of companies including: AC Nielsen, Castrol, British Petroleum
Group, the Future Group and the Godrej Group. He is currently Country Head of Marketing Excellence at 3M, a
company known for its innovation, producing more than 55,000 products globally and covering both the B2B
and B2C industries. Prakash has presented papers at ESOMAR and MRSI events. His joint paper The Karmic
Circle received Best Paper Award at the 2011 ESOMAR Asia Pacific conference.
Prasenjit Ray
Prasenjit Ray is Founder & CEO of Instore Consulting Services Pvt Ltd, India. Instore Consulting is an exclusive
and leading Shopper Research firm based in New Delhi, India and works with leading FMCG clients like Kraft,
ITC, Coca Cola, and GSK in India and ASEAN Region. Prasenjit regularly conducts workshops with several
clients and speaks on Shopper Research and related topics in various seminars and institutions in India and
Asia.
Rakesh Kumar
Rakesh Kumar is Head of Firefly AMAP, Firefly Millward Brown, in Singapore. A true nomad, Rakesh is a world
traveler who is constantly engaged with diverse places and people. He has worked across various geographies
in order to develop a deep understanding of socio-cultural frameworks and trends. Consequently, he is strongly
positioned to conduct international research projects that focus on deciphering and connecting the "different
textures" of people. His experience with consumers spans many categories, including FMCGs, automobiles,
telecom, liquor, tobacco, contraceptive products, social research, financial services, infant and child care,
household care, luxury products, tourism and healthcare. Rakesh holds a degree in Economics and a postgraduate degree in Management from India.
Rama Bijapurkar
Rama Bijapurkar is one of India’s leading management consultants, specialising in business-market strategy.
She is a recognized thought leader on India’s Consumer Economy and serves on or has served as Independent
Director on the boards of several of India’s blue chip companies. She is the author of “We are like that only:
Understanding the Logic of Consumer India” (International Edition: Winning in Indian Market: Understanding the
Transformation of Consumer India)” and “Customer in the Boardroom? – Crafting Customer-Based Business
Strategy”.
Rama has been a past regular presenter at ESOMAR annual conferences and has been in the founder team of
MODE (now TNS India) and was Deputy Managing Director of MARG (now Nielsen India). She is a visiting
faculty member at the Indian Institute of Management, Ahmedabad and has also worked with McKinsey & Co
and been a full time consultant at Hindustan Lever.
Ray Poynter
Ray Poynter is Executive Vice President and Managing Director of Vision Critical London office, responsible for
development of the UK business. Ray has spent the last 30 years at the interface of change, research, and
technology, having spent most of that time at director level with companies such as The Research Business,
IntelliQuest, Millward Brown, and Virtual Surveys. Ray is in frequent demand as a workshop leader and webinar
speaker, covering topics as diverse as social media, advanced quant, presenting, and scenario planning. Ray is
the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR.
Ray is also author of The Handbook of Online and Social Media Research, contributor to University of Georgia's
Principles of Marketing Research course and workshop leader for ESOMAR, MRS, AMSRS, MRIA and others.
Siddhartha Proothi
Siddhartha Proothi is Shopper Marketing Manager of GlaxoSmithKline Consumer Healthcare Ltd, India.
Siddharth Proothi has been playing an instrumental role in setting up Shopper Marketing function at GSKCH
since last one and half years. Siddharth has a total of 5 years of FMCG marketing experience across ITC
Limited, Kellogg’s and GSKCH Ltd.
Subhasis Mukherjee
Subhasis Mukherjee is Group Manager Analytics of IMRB International, India. Subhasis has a vast experience in
project management, solution architecture, client interaction, software development, implementation,
maintenance, quality process implementation and mentoring. He has worked with a number of organizations
like IMRB Market Analytics, Tech Mahindra, Wipro Technologies, Fi – Tek, eForce, Metalogic, Manjushree
Infotech, M N Dastur, Mahindra & Mahindra, and Duckback Information systems. Subhasis has experience of
working on software technologies and tools like .NET, Java/J2EE, COBOL, C, and AI tools like REFINE with
different DBMS (Oracle, MS SQL Server, DB2, Sybase, IDS2) as backend; to name a few.
Sumit Rastogi
Sumit Rastogi is Director, CR Technology Innovation of The Nielsen Company, India. Sumit has over 11 years of
experience, with The Nielsen Company now for more than 5 years. A seasoned researcher with a passion for
technology, Sumit has worked across several market research assignments in India and abroad and taken up
Marketing and Product management assignments in Telecom and Manufacturing industries. His academic
accomplishments are: PGPMS from KJ Somaiya management College, Mumbai BSc Electronics from Hindu
College, Delhi.
SPEAKER ABSTRACTS
Safeguarding the Religion while Changing the Rituals Rama Bijapurkar, Management and Market Research Consultant, India
Many things have changed simultaneously over the past decade. Business (Client) thought and decision making
processes; MR industry structure and environment challenges; technology is reshaping the eco system,
changing the way everyone does things; and last but not least the consumer / customer. Be it public opinion
polling or brand tracking, there's no escaping these. We are always in search of new rituals as the old ones
stop working well - tools, frameworks, protocols, data collection methods etc. to meet a different set of
challenges. In all this, the biggest challenge is to do this while safeguarding the religion - of insightful problem
solving, of truly representative samples, of rigorous measurement, especially of states of minds of respondents,
of high quality human resources capable of adding value through interpretation of data etc. These are
particularly acute challenges in a country getting more heterogeneous than before, in a stock market driven
quarterly results - rapid action business culture, in a country where consumers live over four centuries and are
leap frogging lifestyles, aided by technology.
Water Wows
Tapping the unleashed potential of mobile phones
Piyul Mukherjee, Quipper Research, India
Pia Mollback-Verbic, Quipper Research, India
With the developing world consumer’s access to high tech ‘smart phones’, qualitative research need no longer
stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews,
in depth interviews, or even physically present ethnography. Using the example of water, this paper explores
the potential of harnessing our end-consumer family members’ ability to use available technology, and present
a live hands-on picture of behaviour and innovations.
Present is 'Expecting' Future
A social media buzz around the baby bump
Guneet Kaur, Nielsen India (BASES), India
Life is tough enough without having someone kick you from the inside. - Rita Rudner
This beautiful line, which I found posted on the internet, expresses the priceless emotion of a woman about the
joy pregnancy brings to her life. The other day my sister-in-law posted a comment on her Facebook wall about
the ‘good news’ she had got that morning. This was then followed by a beeline of ‘thumbs ups’ and
congratulating comments on her wall. Gone are the days when an Indian mother was kept in strict confinement
at home for long 40 days after delivery of baby. We see a paradigm attitudinal shift in society driven by
increasing female literacy, fast increasing internet penetration and some other factors such as ‘nuclearisation’
of families etc. which is leading to increasing dependency of expecting moms on social media.
The changing behaviour of a ‘21st century social media expecting mom’ intrigued and motivated me to search
and research more on their usage of social media. I compared social media usage by moms in India versus that
in US. These countries have large differences in their internet penetration - (US 80% versus 7% in India) and
societal and cultural differences in the way pregnancy is welcomed. In this paper I have done qualitative
analysis of the behaviour exhibited by expectant mom on the internet in both countries. I intend to paint a
picture of the difference between how moms in both countries nurture their relationship with social media.
According to the 2010 Social Influencer Report published by BabyCenter, the number of moms using social
media skyrocketed 500% between 2006 and 2010. This calls for a lot of attention not only from the harbingers
of social media but also from gynecologists, policymakers as well as marketers out there in both countries.
DigiAsia
How social media can uncover different facets of Asia youth
Rakesh Kumar. Firefly Millward Brown, India
Madhumita Chakraborty, Pepsico International, India
For youth marketers like Pepsi, this means that social media could be a potent tool to keep abreast of changing
youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth
conversations in channels outside of qualitative FGDs, in most of these countries face to face research is still
the norm; and social media is seen as largely a channel to communicate - not really listen - to youth. Firefly's
approach of e-mmersions understands the ‘schizophrenic self’ at play. The qualitative social media shadowing
process reveals nuances of their double lives and the impact it has at a sub conscious level, thereby enabling
deep insighting that could leverage consumer insights to the next level.
The What’s and What-Not’s of Big Data
Sandeep Arora, Datamatics Global Services, India
The presentation will focus on the essential what’s and what-not’s of Big Data, its relevance to the Market
Research industry and how the MR industry needs to adapt to take full advantage of the Big Data wave.
Identifying Next Frontiers for Business Growth through Big Data Analytics
Bikramijt Chaudhuri, The Nielsen Company, India
Sumit Rastogi, The Nielsen Company, India
Transforming data into selling opportunities is a race. Whoever acts first on good information gains a huge head
start. This research presentation will showcase how The Nielsen Company is setting itself up to leverage
distinctive advantages of Big Data Analytics and Insights to help marketers move far beyond the traditional
market prioritization and customer relationship management tools. In particular, this research presentation will
focus on the quality information and consulting dimensions primarily in two broad arenas: a) Helping industries
and marketers in the areas of micro-segmentation, customized cross-selling opportunities and location based
insights to derive appropriate business models that will help in identifying the next frontiers for business
growth. b) Insightful inputs into infrastructure planning and disaster management.
Mobility in Research
Market research data collection using mobile/smartphones
Arunava Bhattacharyam, IMRB International, India
Subhasis Mukherjee, IMRB International, India
Instead of gathering data using paper and pen on a clipboard, and then double keying all the information, the
presentation will show the advantages of using mobile/smartphone as a collection device to compile data
instantly and using the integrated wireless broadband modem to send data back to a central server. The
presentation focuses on a live scenario where the data is collected using mobile/smartphone and then transfers
the data to an online web environment for quick analysis and reporting.
Measuring Shopper Mindset for Effective Channel Marketing
N. Ramasubramanian, GlaxoSmithKline Consumer Healthcare, India
Siddhartha Proothi, GlaxoSmithKline Consumer Healthcare, India
Prasenjit Ray, Instore Consulting Services, India
The presentation shows how mindset can be measured through behavioral data and how such measures can
be interpreted and used to generate insights about performance of categories in a certain channel. It helps
getting an understanding of shopper mindset in the chemist channel and its impact on disproportionate growth
of certain product categories, e.g. Nutritional Products, High end Therapeutic and Cosmetic Products.
Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More
Pankhaj Jha, Millward Brown, India
Mobile is a valid and useful tool to capture consumer insight. Using mobile, we can reach into most any nook
and cranny of the world. More than just traditional research, we can use a mobile device to deliver rich media.
We can also capture emotional responses to media. This presentation looks at how we have developed, tested,
and proven that we can use mobile as a powerful way not only to test ad recall, but to also evaluate the
emotional impact a given ad has on a person or any kind of grouping of individuals.
Rainmaker Exploiting unexpected price potentials for print media
Dr. Florian Bauer, Vocatus AG, Germany
Prices for newspapers used to be set by gut feeling - managers were best guessing how much prices could be
increased without reducing circulation. The consequence was that huge revenue potentials were not leveraged
by timid ‘best guess pricing’. Realising this, we develop a new empirical approach that predicts price
sensitivities more precisely than ever before. This approach outperforms classical price research as it
incorporates the insights from ‘Behavioural Economics’. By using it we were able to make additional profits of
more than $ 7m (wave 1) and $ 12m (wave 2) without losing circulation due to these price increases. The ROI
of this project was 13,800% (wave 1) and 30,200% (wave 2).
Online and Social Media Research
International lessons for India
Ray Poynter, Vision Critical, UK
For the last fifteen years the world of market research has been changing, with the advent of online surveys,
then social media monitoring, the rise of smartphones, and now the incursion of Big Data. The lessons for the
West were laid out in my book The Handbook of Online and Social Media Research, but the world moves on!
The focus of this presentation will look at how lessons from other countries can be applied to the Indian market:
the strengths, the challenges, and the opportunities. The presentation will cover technical issues, ethical issues,
and, of course, commercial opportunities.