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Tag: market research

  • AI reshapes market research: insights get faster, sharper, smarter

    AI reshapes market research: insights get faster, sharper, smarter

    MUMBAI: The Market Research Society of India (MRSI) turned the spotlight on AI’s game-changing role in insights at a buzzing webinar on 25 June, titled The Future is AI: Revolutionising Market Research for Tomorrow’s Insights.

    Hosted by independent marketing measurement consultant Sunder Muthuraman, the session featured ,  Ipsos India practice lead – innovation, understanding & client advisory  India Krishnendu Dutta, and ITC Foods, vice president – head of insights and analytics  Vara Prasad.

    Vara Prasad kicked things off by breaking down AI’s impact on market research—declaring traditional methods slow and outdated in a world that demands speed and scalability. At ITC Foods, AI now does the heavy lifting: mining public data, analysing sentiment in customer care calls, listening to social chatter for trend-spotting, and even crafting product concepts. With predictive dashboards in the mix, AI is also helping sharpen business strategy. “AI needs context to shine,” said Prasad, adding that when trained right, it can evolve into a serious innovation engine.

    Krishnendu Dutta pulled back the curtain on Ipsos’s “Facto” — a bespoke AI sandbox built for researchers to safely explore new tools without the chaos. From translation to topline extraction and even creating agentic personas that replace dusty old segmentation decks, Facto is bringing AI to daily insight generation. Ipsos is also tapping into synthetic data to stretch the life and depth of small datasets.

    But both speakers hit pause on the hype with a key reminder: AI won’t replace humans—it’ll supercharge them. Whether it’s prompt engineering, model training or strategic activation, the real magic still needs a human touch.

    To watch the full session, click here.

  • Golden Key Awards 2024: MRSI to celebrate market research pioneers

    Golden Key Awards 2024: MRSI to celebrate market research pioneers

    MUMBAI : The Market Research Society of India (MRSI) is all set to honour three trailblazers at the Golden Key Awards 2024, happening on 20 February in Mumbai. This year, Ashok Das, C. K. Sharma, and Lalit S. Kanodia will be celebrated for their exceptional contributions that have shaped and elevated India’s market research and insights industry. Their groundbreaking work continues to inspire and influence the sector, making this year’s awards truly special.

    Das will receive the Lifetime Achievement Award for his exceptional work over more than four decades, including his leadership at Hansa Research and his groundbreaking initiatives like the Indian Readership Survey and INTAM, India’s first television meter service. Marketing & Business Associates co-founder Sharma will also be honoured with a Lifetime Achievement Award for his pioneering work in customer and employee engagement, as well as his contributions to global research frameworks.

    Kanodia will be presented with a special award for his transformational impact on the market research sector. Known for digitising offline research and integrating data analytics, Kanodia’s leadership at Tata Consultancy Services and Datamatics has revolutionised global research operations.

    MRSI president Nitin Kamat, expressed profound gratitude for the recipients’ visionary leadership and mentorship, which continues to influence the industry.
     

  • Nine in ten Indian internet users are already using AI in some form or the other: Kantar AI research findings

    Nine in ten Indian internet users are already using AI in some form or the other: Kantar AI research findings

    Mumbai: The internet in India is democratized and widely used; but now the country sits on the cusp of an AI revolution. ICUBE* data shows that AI is already touching the lives of nine in ten internet users in India, powered by the enormous computing capabilities on their phones, connectivity, and cloud infrastructure. Kantar, the world’s leading marketing data and analytics business unveils a probe into this burgeoning AI market to dish out actionable insights for marketers. Furthermore, the company also unveiled an AI-powered suit of research solutions that will enable brands and brand builders to understand consumer behavioral data better and stay ahead of the curve in future.

    The current AI user base of the country stands at 724 million and poised to grow YoY at six per cent. These are users who have used any of the AI features like image filters, personalized recommendations, smart devices, etc till now.

    Kantar also found that ‘fitness’ and ‘social media’ apps are driving AI adoption with an average of 2.3 AI-led features embedded in these applications. ‘Entertainment’ apps are a close second, standing at 2.0 AI features on average. AI is also touching ‘digital commerce’ and ‘pharmacy apps’ at an average of 1.8 AI features each. Kantar also anticipates that many more digital commerce & entertainment apps will adopt AI features to enhance quality of customer experience and stay in line with the emerging trends. Adoption however is slower in the ‘BFSI’, ‘job search’ and ‘short video’ apps segments, at an average of 1.2 features each.

    Adoption of AI among users is currently high for popular features while enhanced AI functionalities are catching up. Incidence among AI users in 2023:

    1. 88 per cent consumers used AI-based algorithms which analysed their preferences, behaviours, and interests to create personalized recommendations for tailored experiences. This segment grew at six  per cent YoY.

    2 . 88 per cent consumer also automated various tasks and streamlined routines to enhance efficiency and productivity in their daily lives using AI. This segment grew at six per cent YoY.

    3 . 86 per cent used ‘image enhancement filters’ so that the resulting image is improved in terms of sharpness, contrast, brightness or with other features. This segment grew at five per cent YoY.

    4 . At 21 per cent, ‘smart home automation’ is a smaller segment but growing at 25 per cent YoY.

    5 . 15 per cent consumers enhanced their ‘user experience through virtual assistants’. This segment is the fastest growing at 27 per cent YoY.

    While AI technologies are touching most internet users of India today, their usage is expectedly higher among the youth (19–24-year-olds) at 92 per cent and interestingly, at a high 81 per cent for the older (45 plus year old) age bracket as well.

    Speaking about AI and addressing the marketers, Kantar MD & chief client officer – South Asia, insights division Soumya Mohanty said “AI is inevitable. Historically, technology adoption has always been a dominant determinant of a brand’s trajectory. We at Kantar feel that it is important to help marketers humanise AI to innovate successfully, help activate AI to predict future performance, maximize ROI and use AI strategies to build competitive advantage for sustainable growth. We have created a range of offerings which will benefit marketers and consumers by extension. LINK AI is one such solution, which helps evaluate creative effectiveness at scale and has helped uncover new insights into creating better video ads on YouTube which has a proven track record of growth, following Google’s ABCD framework. Similarly, we have introduced best in class offerings like LIFT ROI, Trend AI and NeedScope AI for various stages of brand growth as well.”

    Kantar Sr executive director, South Asia, insights division Puneet Avasthi added “Generative AI is set to become a $1.3T market by 2034 with a possible 42 per cent CAGR growth over the next 10 years. We are sitting at a point of inflection where the next few years will enable a competitive edge between businesses who adopt early and others. As the usage of AI grows rapidly, it is critical for marketers to not use AI in isolation and as a gimmicky fad, but weave in consumer behavioral data into it to remove biases, continue to focus on building equity and not just to run activations. Kantar is at the forefront of this AI revolution and is assisting brand builders to strengthen creative testing, innovation using it’s AI based solutions.”

  • Quaker and Euromonitor release report on ‘Lifestyle Choices and Ageing Perception of Urban Indians’

    Quaker and Euromonitor release report on ‘Lifestyle Choices and Ageing Perception of Urban Indians’

    Mumbai: On the occasion of World Food Day and National Nutrition Month 2022, PepsiCo India, through its brand, Quaker, and London-based market research major, Euromonitor International, released a research study on ‘Lifestyle Choices & Ageing Perception of Urban Indians’.

    The launch of the report was followed by a panel discussion in collaboration with the Confederation of Indian Industry (CII) around the key findings and the importance of incorporating healthy ageing habits to ensure holistic health.

    The panel discussion, which was moderated by GotoChef founder and CEO Kavneet Sahni, included eminent names like celebrity chef and Quaker brand ambassador Vikas Khanna, Asian Para Games Gold medalist and Tokyo Paralympian Ekta Bhyan, PepsiCo India senior director of marketing-foods Anshul Khanna, health and wellness consultant & Weljiii founder & CEO Preeti Rao, and Delhi University professor from the department of food technology Eram Rao.

    The report revealed that 82 per cent of the gen-X audience (those people aged 41 years and above) feel their own age or younger, while 40 per cent of the gen-Z audience (18–25 years of age) and 46 per cent of the millennial audience (26–40 years of age) feel older than their current age. Low energy, general tiredness, and poor immune health are some of the internal factors that lead to respondents feeling older than their own age.

    Interestingly, data also shows that over 40 per cent of gen-X never skip breakfast, while busy mornings and long workdays affect the breakfast patterns of the younger lot, with over 50 per cent of gen-Z and 61 per cent of millennials tending to skip breakfast. However, since the pandemic, 82 per cent of the total respondents have started incorporating more wholesome breakfasts, especially multigrains such as oats, into their approach towards healthy ageing.

    The survey, conducted to better understand the overall well-being of Indian consumers, also highlighted that since the pandemic, over 90 per cent of respondents have started adopting habits that support healthy ageing. Indians have become more cognizant of improving digestive health, reducing stress levels, and enhancing immunity. The study indicates that over 70 per cent of respondents have improved their nutrition intake, with 44 per cent consuming vitamins and supplements daily. The report also sheds light on breakfast being considered as the most important meal of the day, with 82 per cent of respondents intending to start incorporating more wholesome breakfast as part of their healthy habits.

    Speaking at the event, Khanna said, “It is encouraging to see the younger generation making conscious efforts towards better health and seeking ways to incorporate more nutrition into their daily lives. The pandemic brought the food community together in a completely new way, supporting each other in their journey to stay fit and eat better. We even saw chefs across the world join the conversation with interesting and fun recipes that encourage better eating. Through my continued association with Quaker, my goal is to provide people with nutritious yet tasty recipes that appeal to today’s generation as well. Incorporating a wholesome breakfast into one’s daily regime is a must for those embarking on their healthy ageing journey, and I personally consider breakfast to be the most important meal of the day.”

    Talking about the study findings, PepsiCo India associate director and category lead-Quaker portfolio Sonam Vij said, “The survey provided us with unique insights and views of Indians on aging. According to the study, gen-X feels younger by following a healthy routine, whereas young India feels older than their current age. However, it was good to see the shift towards a better quality of life with over 90 per cent of respondents incorporating healthy ageing habits into their daily routine.”

    She added, “Breakfast being one of the most important meals of the day, the survey revealed that oats and cereals are the preferred choices for people who are working towards incorporating wholesome breakfast into their daily routine. Much to our delight, the survey also revealed that Quaker Oats is among the most consumed breakfast cereals across India, highlighting its nutrition quotient and the value it adds to the lives of consumers who are choosing healthier options. With our philosophy of winning with pep+, we are consistently working towards addressing changing consumer and societal needs, and with Quaker Oats, we provide consumers with nutritious yet quick and delicious recipes.”

    Euromonitor International consultant Dilip Radhakrishna commented, “Indians across age groups of 18 to 40 feel older than their current age, primarily due to their poor nutrition intake. However, since the pandemic, 90 per cent of people have started incorporating habits for healthy ageing and over 70 per cent have improved their nutrition intake. People believe that higher consumption of vegetables, fruits, and wholegrains will improve their overall health. A majority of people believe that breakfast cereals, such as oats, provide lasting energy and resolve digestive health issues. In fact, those who take wholegrains consume them every day or every alternate day in a week with an average of one-two servings per meal.”

    The research was conducted with over 1,000 respondents aged 18 and above, living across four key metros: Delhi, Mumbai, Bangalore, and Kolkata. With a key focus on understanding multiple factors which impact overall health, the study helped in identifying drivers and deterrents to good health. It also mapped the changing behaviours of Indians towards overall health and wellbeing, energy, and weight management, which are top priorities for better health.

    Key findings of the report:

        Over 70 per cent of respondents have improved their nutrition intake, with 44 per cent consuming vitamins and supplements daily.

        The gen-X audience understands their body, lifestyle and needs, with 82 per cent of those surveyed feeling their own age or younger.

        82 per cent of the total respondents have now started incorporating more wholesome breakfasts, especially multigrains such as oats, into their approach towards healthy ageing.

        40 per cent of gen-Z and 46 per cent of millennials believe they are older than their actual age. However, over 90 per cent of the total respondents, including gen-Z and millennials, are now taking steps to support healthy ageing.

        Digestive health and fatigue are primary health concerns for almost 40 per cent of respondents.

        Over 40 per cent of gen-X never skip breakfast, while busy mornings and long workdays affect the breakfast patterns of the younger lot—over 50 per cent of gen-Z and 61 per cent of millennials tend to skip breakfast.

        Overall health & wellbeing, energy, and weight management are the top priorities of respondents for better health.

  • Over 90% of shoppers actively seek out comments about brands on social media before buying: Twitter & Publicis media research

    Over 90% of shoppers actively seek out comments about brands on social media before buying: Twitter & Publicis media research

    MUMBAI: How much does talking about brands and products impact sales? And how do businesses tap into this power? Over 90 per cent of shoppers actively seek out comments about brands, products, or services on social media before arriving at purchase decisions, according to a recent research study. 68 per cent of those surveyed said their impression of a brand was changed as a result of experiencing brand conversation, according to the study undertaken in collaboration by Publicis Media & Twitter. Over half of shoppers consider brand conversation on social media impactful as per traditional reviews.

    Twitter teamed up with Publicis Media to survey 9,600 consumers on six social platforms across the US, the UK, India and Mexico, to understand how brand conversations on social impact consumer decision-making and sales. The study uncovered several findings that point to the power of social brand conversation. The research aims to understand how brand conversations on social impact consumer decision-making and sales.   

    71 per cent of people surveyed felt they are more likely to consider brand conversations before a purchase journey begins. While the data shows the influence of brand conversation is high before or early in a purchase journey, it decays over time. This indicates that always-on engagement is key and can even kick-start buying decisions.

    According to the study, content and sentiment matter with 86 per cent of “very positive” conversations being considered as ‘memorable’ by respondents. Whereas only 49 per cent of “very negative” conversations are considered memorable. Three in four brand conversations resulted in more positive brand sentiment, as per the study.

    The research also corroborated brand conversations on Twitter as driving people to buy, with 60 per cent of purchasers who recalled a conversation on Twitter said it made them much more likely to consider the product they bought.

    Publicis Media Services India CEO Tanmay Mohanty said about the research, “In a world where interaction, opinion and communication are vital, this is the reason social media platforms are still seeing growth and can influence & shape consumer views and decisions.”

    “This groundbreaking study with Twitter illuminates how consumers actively seek opinion on brands on social platforms, and how social chatter can influence decision-making and purchase and build trust and popularity for brands,” he further said.

    Further insights, outlines and explanations on the research can be found in the blog post:  #LetsTalkShop: How brand conversation powers shopping (twitter.com).

  • Nexgen Energia appoints Abhinav Govil as head-marketing

    Nexgen Energia appoints Abhinav Govil as head-marketing

    Mumbai: Abhinav Govil has been named head of marketing, performance marketing, brand management, strategic planning through integrated marketing campaigns, for business transformation in the Indian market by Nexgen Energia, a Noida-based alternative fuel energy company with the fastest growing market share.

    Prior to this, Govil served as general manager – marketing & strategy at Approach Advertising & Exhibitors, where he was in charge of planning, implementing, and administering various marketing-related decisions as well as launching product campaigns through focused market research and competitor studies. 

    In June 2022, he joined Nexgen Energia as director of marketing for the company’s energy business division.

    The company said in a statement, “Govil has expertise in marketing & strategy with a vision to invest and expand business functions in diverse fields. He worked across geographies in India with cross functional experience of over a decade in core areas of brand & marketing management.”

  • Only 26% of global marketers are confident in their audience data: Nielsen study

    Only 26% of global marketers are confident in their audience data: Nielsen study

    Mumbai: The digital dominance in marketing dollars notwithstanding, with continued digital fragmentation, marketers report data accuracy, measurement, and ROI as paramount concerns. While 69 per cent of marketers believe first-party data is essential for their strategies and campaigns, 72 per cent of marketers believe they have access to quality data, and only 26 per cent of global marketers are fully confident in their audience data, according to the global survey conducted by Nielsen.

    Nielsen’s 2022 annual marketing report titled ‘Era of Alignment’ surveyed nearly 2,000 global marketers between December 2021 and January 2022 to reveal a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. As per the report, brands’ top priorities for 2022 are increasing brand awareness, breaking down measurement siloes, developing personalised strategies, and becoming more purpose-driven.

    As marketers are prioritising a digital-first approach, the social media spend increased by 53 per cent across global marketers, significantly more than the aggregate increase of TV and radio spend. However, they have struggled over the past two years to keep up with consumers’ changing media habits. The report illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.

    The ‘Era of Alignment’ report found marketers around the world are experiencing similar areas of success and challenges, as shown by:

    Brand awareness is marketers’ top objective: To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64 per cent) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.

    Increased media fragmentation amplifies the need for holistic measurement: Marketers’ confidence in measuring the ROI of the full-funnel is only 54 per cent. Remove online and mobile video and confidence in measuring ROI across all other channels are under 50 per cent globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44 per cent.

    It’s vital for marketers to use data to champion personalised marketing strategies: The increasing proliferation of channels produces an abundance of unique data sets. However, 36 per cent of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. The rise of connected TV (CTV) presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51 per cent planning to increase their over-the-top/CTV spending in the coming year. In 2021, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms.

    Also Read: Connected TV: A growing market in India   

    By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers: Nielsen research shows over half of US consumers (52 per cent) purchase from brands that support causes they care about; similarly, more than 36 per cent expect the brands they buy to support social causes. While global marketers say their brands are emphasising purpose, Nielsen data shows that 55 per cent of consumers aren’t convinced that brands are fostering true progress.

    “The research reaffirms that marketers want to put money into channels to deliver immediate ROI, but this must be balanced with overall brand lift. As media engagement shifts, agility and data are critical to optimise the entire marketing funnel,” said Nielsen chief marketing and communication officer Jamie Moldafsky. “With the upcoming depreciation of third-party cookies, it’s understandable to see marketers prioritising personalisation and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”

    This is the fifth annual marketing report produced by Nielsen. “The report is based on survey responses from marketers who manage marketing budgets $ one million or more; who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail); and whose focus pertains to media, technology, and measurement strategies,” according to data and market measurement firm.
     

  • Global pay TV subscription market decline hits $228.5 billion in 2021: MPA report

    Global pay TV subscription market decline hits $228.5 billion in 2021: MPA report

    Mumbai: The pay TV subscription market excluding online video subscription hit $228.5 billion globally in 2021, according to Motion Pictures Association (MPA) Theme Report. This is a decline from 2020 when the pay TV subscription market was at $233.1 billion. Cable remained the largest subscription market in terms of revenue. Online video subscription became the second-largest subscription revenue market in 2021, surpassing satellite TV, as a result of a $17.9 billion or 26 per cent increase, the report stated.

    The global total of online video subscriptions (1.3), such as Netflix or Disney+ increased by 14 per cent or 164.1 million when comparing 2021 to 2020, found the report. This was less than the number of online video subscriptions added in 2020 which was 232.1 million. The number of cable subscriptions decreased by one percent in 2021 to 526.5 million.

    The global box office market was $21.3 billion in 2021 up by 81 per cent compared to 2020 due to theatre re-openings following the Covid-19 pandemic lockdowns but remained well below pre-pandemic levels. The international box office market, excluding the US and Canada, stood at $16.8 billion, increased by 76 per cent and accounted for 79 per cent of the global market.

    The home/mobile entertainment market which includes content released digitally and on discs reached $78.5 billion globally, an increase of 14 per cent compared to 2020. The digital market was the driver of growth, according to the report.

    When pay television subscription is added to the total combined global theatrical and home/mobile entertainment market, the value increases to $328.2 billion, a six percent increase compared to 2020, matching 2019’s record high.

    Pay television subscription accounted for 70 percent of the total combined theatrical, home/mobile entertainment, and pay TV market, with the digital market (22 per cent), theatrical market (six per cent), and the physical market (two per cent) making up the rest.

  • McKinsey examines COVID-19 disruptions in business

    McKinsey examines COVID-19 disruptions in business

    Mumbai: McKinsey has published an updated research ‘COVID-19: Implications for business’ examining when the pandemic might end and attempted to estimate when some pandemic-related disruptions could return to normalcy. The study details McKinsey’s latest perspectives on the coronavirus outbreak, the twin threats to lives and livelihoods, and how organisations can prepare for the next normal.

    Some parts of the world felt a surge of optimism in the spring, as vaccination rates were climbing and COVID-19 cases dropping. Those regions now face the disappointment of a reversal, thanks to the spread of the Delta variant. Such whiplash is starting to feel like a way of life for people everywhere, as well as for industries including shipping, retail, and healthcare.

    Among high-income countries, cases caused by the Delta variant reversed the transition toward normalcy first in the United Kingdom, during June and July of 2021, and subsequently in the United States and elsewhere. McKinsey’s analysis supports the view of others that the Delta variant has effectively moved overall herd immunity out of reach in most countries for the time being. The United Kingdom’s experience nevertheless suggests that once a country has weathered a wave of Delta-driven cases, it may be able to resume the transition toward normalcy. Beyond that, a more realistic epidemiological endpoint might arrive not when herd immunity is achieved but when COVID-19 can be managed as an endemic disease. The biggest overall risk would likely then be the emergence of a significant new variant.

    The research finds that while many of consumers’ pandemic-inspired digital habits are sticking, the acceleration into digital channels now seems to be levelling off in both Europe and the United States. Companies can build on their digital surge by creating strategies based on long-term value, investing aggressively in tech talent, and being smarter about how they work with data.

    US consumer spending recovered in the second quarter of 2021, driven by increasing vaccination rates, stimulus payments in March 2021, and the general reopening of the economy. Consumers’ pent-up demand and willingness to spend in some discretionary categories caused spending to grow at 20 to 30 per cent year over year, reaching four to seven per cent above pre-COVID-19 levels.

    One of the most economically pervasive pandemic effects is a boom in shipping costs. In a video explaining why container shipping prices have surged, McKinsey partners say that sending a container from Asia to Europe or North America cost roughly $2,000 before the pandemic and $12,000 or more today. Though demand should remain high in the coming months as retailers prepare for the holiday season, prices should begin to come down by the end of the year.

    McKinsey’s July survey of 100 large private-sector US hospitals revealed that amid returning patient volumes and continuing COVID-19 hospitalisations, challenges in clinical-support staffing remain high. 84 per cent of survey respondents report trouble with turnover and vacancies in their nursing staffs. This may only be the start of greater challenges, as 22 per cent of the nursing workforce reported in our Spring 2021 Future of Work in Nursing Survey that they may leave their roles providing direct patient care in the next year.

    Some of this week’s other key findings from the sector research:

    ·         The COVID-19 pandemic has triggered an acceleration of digital-payment adoption in the Middle East, as it has in other regions. Payments players with the right strategies can capitalise on this revolution in a region that is traditionally heavily dependent on cash.

    ·         Amid increased consolidation, digitisation, and specialisation in the insurance industry, private equity is investing in specialty-insurance carriers and brokers and benefiting from the long-term capital insurance companies provide.

    ·         Between September and November of 2020 alone, 178,000 women in the United Kingdom lost their jobs. In an interview with McKinsey, Smart Works CEO Kate Stephens said that the UK charity, which provides support to women who are job hunting, saw a corresponding 21 percent rise in the number of women seeking its services, many of which are now offered remotely.

  • Jyoti Malladi appointed head of Ipsos ASI India business

    Jyoti Malladi appointed head of Ipsos ASI India business

    MUMBAI: Jyoti Malladi has been appointed as executive director and head of Ipsos ASI India business with effect from 3 November 2014. She will be based out of Ipsos Mumbai office and will report to Ipsos Research managing director Amit Adarkar.

     

    Malladi, who has more than 15 years of experience in market research, will take over from Shubhranshu Das who moves to head Ipsos MarketQuest India business.

     

    “Ipsos ASI business in India has done remarkably well under Shubhranshu’s leadership. I am sure with his expertise and business acumen, Shubhranshu will help us take Ipsos MarketQuest business to greater heights,” said Adarkar.

     

    Malladi joins Ipsos from Millward Brown where she was working as client services director. She has previously worked with Etisalat DB Telecom, TNS India, IMRB International, NFO-MBL India and B. E. Billimoria & Co.

     

    “Ipsos ASI offers marketers state-of-the-art advertising research, using measures predictive of in-market performance across the various stages of advertising development and implementation. With Jyoti’s extensive experience in brand and communication research, I am sure she will help us grow the Ipsos ASI business in India manifold,” said Adarkar.

     

    “I am delighted to join Ipsos ASI India business which is the largest provider of advertising pre-testing, advertising tracking and brand equity evaluation services in the world. Ipsos ASI offers a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, and to maximize the return on their advertising investment,” said Malladi.

     

    She addes, “Our commitment is to provide superior insights to advertisers to help in the development, evaluation, and improvement of their advertising efforts and to help clients build stronger brands.”