Center of Excellence

Consumer Research : Getting an insight into consumer mind and decision making has been a quest for the markets and the market researchers since long. We help our clients in addressing their consumer related research needs.

Market Entry Strategy Development : We provide a detailed and overall understanding of the market and help in strategic decisions making. Various modules that can be identified as our strength areas include:

• Demand Estimation
• Mapping competition
• Price mapping of competing products
• Entry routes to market
• Trade Practices
• Competitive Communication

Consumer Behaviour Studies : This component is another strength area of ICMR to provide a complete understanding of the consumer motivations for choice and usage of the product/brand, various user segments and the perceived benefits of the product. ICMR uses both quantitative and qualitative techniques to fulfill this.

• Usage and Attitude Study
• Segmentation Studies

Brand Health Studies : IDI has substantial experience in brand health studies. Comprehensive brand tracking studies include:

• Consumption and purchase habits of the product category
• Awareness and trial of the brand under consideration
• Motivators for the trial and Satisfaction with the brand
• Purchase Intent of the brand
• Position of the brand relative to its competitors
• Advertising awareness and impact of ads
• Image of the brand
• Key areas of improvement in customer contact
• Brand/Image indications which can be used to leverage Strengths of the brand
• Critical sales incidence

Customer Satisfaction Studies : IDI provides an exhaustive fieldwork solutions for customer satisfaction studies to understand the expectations and needs of the consumers. We measure the level of satisfaction for a specific product or a service and identify the gaps between expectations and the experiences and in turn help the clients to raise their offerings for gaining higher level of consumer loyalty. Our methodologies include:

• Customer Delight Score
• Overall Customer Satisfaction Index
• Intent to Recommend the product
• Loyal Customer Vs. Disloyal Customer profiles
• Gap analysis to identify problem areas
• SWOT analysis for the product

Corporate Image & Brand Positionong Studies

This includes:

• Corporate Image Studies
• Value Mapping
• Brand Mapping
• Brand Positioning

Perception Analysis or Consumer Psyche

IDI helps its clients through:

• Providing insights about the consumers’ perception and to design stronger and compelling selling propositions based on the field survey.
• To identify consumer’s motivational factors.
• To reach the target audience with more focused strategies.

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