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Consumer research for companies and brands.
Indian and multinational companies, start-ups and challengers come to us with the decisions across the life of a product or brand: what to launch, at what price, with which communication, and how the brand is holding up. We answer with the full range of quantitative and qualitative research, in India and in any market, with implicit measures added where they make the answer sharper.
What you get
A senior researcher from proposal to presentation, and after. A design built for your decision rather than your brief. Fieldwork through long-standing partners, briefed, supervised and checked by our team. A report in plain language that says what matters, carrying the QED mark when it has passed every check.
Sectors we know well
FMCG across personal care, foods and beverages; consumer durables and appliances; smartphones and devices; fashion, luxury and fine jewellery; media, streaming and entertainment; retail and e-commerce; insurance; automotive, etc. The full list is on the Research page.
Two ways to work with us
A full study: you bring the decision, we design, field, analyse and report. Or your design, our field and checks: you have the questionnaire and the plan, we review the design, field it to our standards and deliver clean data and tables.
Where the stated answer is not the whole answer
For advertising, packaging, trailers and brand image we add TriE or PrimE to the study. They show what moved people, beside what people said. We have been combining these measures on live studies since 2016, and the norms grow with every one.
A glimpse of the work
There is a great deal more; tell us your question and we will show you what fits.
Blind scores alone would have picked the wrong energy drink; tasting order, a taste benchmark and a regional read found the right one
An energy-drink company had two formulations in a savoury regional flavour and wanted them tested blind against a popular, cheaper drink in the same flavour as the taste benchmark.
Every respondent tasted all three in rotated order. Monadic ratings, forced preference and a regional split were read together rather than one at a time.
The benchmark won every monadic rating, as cheaper familiar tastes often do. Forced choice told a different story: one formulation led clearly once the benchmark was set aside, and the regional split explained why the other had looked competitive. The client took one formulation national and kept the other as a possible southern variant.
All four purifier concepts cleared the launch gate; forced choice and price testing picked the one to launch
Four concepts, four price tiers, one launch slot. All four passed on likeability; forced choice and price testing picked the winner, and it held in every city.
A new curl cream cleared the blind test and its planned price; the job ahead was winning trial in a category where women stay loyal
Blind in-home use, then brand and price. The cream cleared the norm and its price sat inside the accepted range. The launch plan was built around winning trial.
One pack won on six of eight parameters, and the losing pack's faults were fixable without a redesign
Concept, product, name and pack in one study, pack judged last. One pack won on six of eight parameters; the other's faults were fixable without a redesign.
Four relaunch films scored alike on the questionnaire; brain and eye data showed which one to lead with and how to split the media
Four finished films, level on the questionnaire. Brain and eye data picked the lead, set the media split and found the edit that improved all four.
The only challenger in its category to gain equity over five years, and a tracker that told it where to spend, market by market
Five years of tracking a personal-care challenger in small-town and rural India. Equity rose while rivals stalled, and the markets sorted themselves into defend, scale, fix and build.
A premium smartphone launch reached well above norm and branded below it, except for the one execution that put the product first
A premium phone launch with ten executions. Reach well above norm, branding below it, except where the product led. The next wave put the product first.
Curious to know more?
Send us the brief, or just the question. A senior researcher replies quickly.