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©Drshti Strategic Research Services Pvt. Ltd. Malkani Chambers, 3rd Floor, Nehru Road, Vile Parle East, Mumbai 400 057. www.drshti.com
Perspectives beyond the obvious
Technology for Business Intelligence Your safety in your hands
OUR COMPANY
• A boutique Strategic Marketing & Consumer Insights agency.
• Founded in 1994, we have several awards to our name.
• We believe in questioning established norms and theory in our search for a way of thinking that works; we believe in fostering a culture of curiosity, clarity, and creativity.
• We specialize in providing information-based strategic perspective and solutions. Our work has assisted various companies in turning around by understanding consumer behavior and their introduction to brands.
• A member of the Market Research Society of India (MRSI) and The European Society of Marketing Research (ESOMAR).
OUR MANAGEMENT
A K Balaji Prasad, Managing Director PGDM from IIM Calcutta with over 20 years of experience, Balaji started with MARG, Bombay before becoming the Branch Head at MBA (now Gallup) in 1991, GM at SAMIR - Mudra in 1993 before setting up Drshti in 1994.
Shobha Prasad, Director Co-founder of Drshti, Shobha started her career at MARG, Bombay about 2 decades ago before moving into advertising in account planning, Client Management at Sista's Advertising (now Saatchi & Saatchi) and O & M. She heads the Qualitative Research wing of Drshti. Shobha has presented award winning papers at the ESOMAR and MRSI seminars.
Priyanka Singh, Associate Director With a background in Psychology and Sociology and a PG degree in Advertising and Public Relations; Priyanka’s experience spans over 15 years, across categories, people and markets, both in India and abroad. Some of the categories she has worked in are FMCG, Education, Telecom, Durables, Food and Beverages and Social Sector.
Kavita Ghosh, Senior Research Director Certified Behavioural Analyst, with work experience of over 20 years in the fields of Human Resource Development and Research. Has worked across various categories like Media and Entertainment, FMCG, paints, etc. Passionate about rural studies has a diploma in Journalism for Neo Literates and rural audience.
OUR TEAM
• A team of researchers across India involved in, understanding people’s culture, consumer behavior, the changing mindsets, interactions with their surrounding as well as conceptualization and execution of consumer insights
• Researchers are from varied backgrounds in terms of ethnicity as well as areas of specialization. including psychology, sociology, behavioral analysts and various fields of commerce
• Team just not responsible for , though philosophically we do not believe in working in silos.
• Drshti is headquartered in Mumbai and Delhi (research, field & analysis), with field offices in Chennai & Kolkata, and a strong field network spread across India.
OUR OFFICES
Drshti is headquartered in Mumbai and Delhi (research, field & analysis), with field offices in Chennai and a field network spread across India.
The Drshti field network covers all parts of urban and rural India and is controlled by an All India Field Controller and field executives & supervisors. Researcher back checks as an added control point.
OUR SERVICES
• We offer a spectrum of qualitative, quantitative & advisory services designed to tackle challenges at any stage of a company or a brand’s growth.
• Based on your needs and our areas of expertise, we custom build studies to provide insightful and creative solutions.
• We can understand consumer behavior, adapt to the changing mindsets and trends, test your products and concepts at any stage of their life cycle, track brands and satisfaction, develop a brand-new product, and more.
WHAT DO WE DO?
• Qualitative: Understanding behavior and analyzing patterns
• Quantitative: Directional and strategic
• InfoMonsta: Cloud-based data analytics platform
• EyeSecure: App that lets you take control of your safety and security
Exploratory/Behavioral Consumer: Usage, attitudes & trends
Category & culture explorations Need gap & opportunity analysis
Semiotics
TYPES OF STUDIES
Creative/ developmental Product/service/packaging design,
development & evaluation Concept/product/communication testing and
modification Ideation & Co-creation
Branding & brand architecture Pricing study and simulation
Evaluative/Audits Area & product line potential estimation
Tracking & satisfaction studies Service quality & retail audits
Market share & demand forecasting Corporate culture research
Retail shop image modelling Image measurement
Brand Research 360 Brand Diagnostics Research
Brand Equity & extensions Value analysis
Brand tracking and modelling Segmentation & positioning
STRATEGIC AND
TACTICAL
QUALITATIVE RESEARCH @ DRSHTI
Conventional & Non Conventional • Focus group discussions and In-depth interviews • Observational methods – ethnography, video-ethnography, immersions • Co-Creation sessions involving consumers, experts and internal company
personnel • Extended sessions using metaphors/ visuals/ mood boards • Semiotics • MROC- creation of online communities • Informal chats, peer groups, tea parties, pub hopping…
Some techniques from our Toolkit:
Laddering, Collage, Role play, Personification, Thematic Apperception Tests (modified), Picture association, Story telling, Brand wars, Brand World, Shop simulation, Creative Workshops
This is a constantly evolving zone!
PROPREITARY METHODS - QUALITATIVE
BREAKTHRU™ an NPD process leading from insighting and opportunity identification through concept development involving ethnography and co-creation with consumers
ICE™ a methodology that uses metaphors – visuals, collage, story telling techniques to trace the emotional experience cycle and understand image and positioning spaces
REAR WINDOW™ the Drshti Ethnographic methodology for deep insights into consumer lifestyles and understanding of needs and latent need gaps
BRANDSHOP™ a holistic 360 degree brand equity understanding to arrive at the core and peripheral values of a brand, brand architectures and extension possibilities
NAMESHOP™ brand name generation and selection methodology
IMPAC™ pack evaluation using semiotic decoding and element analysis
THE PASSION WHEEL™ used to understand and hone positioning, plan portfolios and brand architecture and create hard hitting communication
PLAYWAY a specialized approach for children
QUANTITATIVE RESEARCH @ DRSHTI
Extensive use of multivariate techniques - Clustering, conjoint to provide clear and usable outputs Drshti quantitative presentations are always directional and strategic in nature Quantitative Services: Tracking researches- brand, advertising, customer satisfaction, dealer satisfaction Large scale segmentation and positioning research across all categories
PROPREITARY METHODS - QUANTITATIVE
BASETRAK™
A brand tracking model that measures advertising effectiveness, brand health
BRAND VALUE MONITOR™ A model that examines brand equity through a
7-level brand pyramid
HOLISTICS OR MIX TRACKER™
A brand tracking model that measures advertising effectiveness, brand health,
and market health as well as POS or trade level diagnostics for a market 360 (distribution, display, POS, Satisfaction,
consumer behaviour at POS)
NEW LAUNCH TRACKER™
A new product launch tracking system, that provides diagnostics of all the elements of the launch mix, from the consumer viewpoint (awareness, trial, repeat and diagnostics) to trade (distribution,
display, POS, Satisfaction, consumer behaviour at POS) – and can provide predictive shares
VALUE BASED POSITIONING™ arrives at a value based positioning for a
proposed offering CUT (Concept Use Test) based
SOME OF OUR CLIENTS
PAPERS & AWARDS
Papers @ ESOMAR Conferences
• In search of platform of nine and three quarters – setting up a youth net-based panel. (Qualitative Conf. 2008, Istanbul)
• Why some slumdogs feel like millionaires and some millionaires like slumdogs – Theory of Multiple Poverty Lines. (Qualitative Conf. 2010, Barcelona)
• Listening to the sounds of silence. (APAC Conf. 2010, Kuala Lampur)
• So many different suns – How successful brands hit the conflux of affordability and aspiration. (APAC Conf. 2012, Shanghai)
• The Power of Dark Side – motivation, positioning and the seven deadly sins. (Qualitative 2013, Athens)
• The Fickle Mistress- Brand Loyalty and the Change-Constancy Conflict (APAC Conf. 2014, Venice)
• The Distorted Lens. (Qualitative Conf. 2015, Paris)
Papers @ MRSI Conferences
• Mutual funds – Choice cum equity model ( Annual Conf. 1996)
• Influencers in Investments: Examines the role of different influencers in the investment process. (Qualitative 1996)
• Hoodibaba!! An ad test with a difference. (Annual Conf. 2005)
• Light in the heart of darkness: The evolution of Chirag. (Qualitative 2012)
Best Presentation
Best Paper
Best Paper
Best Presentation
And many more ...
FEW OF OUR SUCCESS STORIES...
THE MISSION: Obtain insights about the consumer and cues that could guide development of a rechargeable lantern for these consumers
OUR APPROACH: ETHNOGRAPHY AFTER DARK -We immersed ourselves in the darkness and experienced first hand their life after sundown - In the darkness we met whole families , spent time with them by the light of kerosene lamps - We showed them lantern options that we had , placing them in real applications to get their response
PROJECT CHIRAG : The client wished to develop lighting products/ solutions catering to the rural/ small town markets (Bottom of the Pyramid) esp. in states such as Uttar Pradesh/Bihar which face severe power outages.
CHALLENGES FACED: - Identifying latent needs in lighting - Identifying product specifications
We needed to experience what they experienced, feel their problems, understand
their “adjustments”
… and think of solutions that we could provide
THE RESULT: The research was able to provide direction not just for the product design , but also for branding , positioning and marketing communication
FEW OF OUR SUCCESS STORIES...
Research Paper “Listening to the sounds of silence”
THE RESULT: It was well received at the APAC Conference 2010 and is to this date considered one of the best papers presented for their innovative thinking , outstanding quality and overall
contribution
Objective: The fundamental premise in this paper is the belief that understanding and use of Silence and detection of Subtexts are critical in qualitative analysis. The objective of this paper is to examine the importance of silence in articulation.
The paper examines the following : - What is silence …. Really? - The language and types of silence: the signs, recognitions interpretation - Silence subtexts: detection of subtexts in language form, undertones in conversation, unsaid words - Silence as a technique – can silence be used as an elicitation technique?
What we did: Step 1: Took up past researches where we had instances of silences – (200 FGD’s and 100 DI’s in India across categories) Step 2: We analyzed the data Step 3: We held a few focus group discussions amongst different age bands 9 ( teen , young married both male and female) used to demonstrate how silence as a technique could work
WHAT WILL YOU DO?
Designation: Associate Research Manager An entry level managerial position
Set up the research program
Proposal
Receive the brief
Consumer interaction
Analysis
Presentation
Involvement at all levels of research/consultancy
Way forward
WE WANT SOMEONE WHO…
- Is curious , imaginative, has an inquiring mind and a point of view
- Is willing to learn from anyone, capable of listening
- Likes solving problems
- Is willing to try different things
- Has the courage to make mistakes but not repeat them
- Is able to, and likes to think- analytically as well as laterally
- Is able to multitask
- Has good communication skills
- Is open to travelling
- Likes to take responsibility and ownership
- Likes to get things done well - within deadlines
- Is enthusiastic, has a sense of humour & is able to deal with irritants
Most importantly should have
the right attitude
WHO WILL YOU BE WORKING WITH
YOU
Operations
Quality Control
Analysis Support
Seniors
?
Depends on you
Consumers
Client
WHAT WE PROMISE YOU…
DRSHTI PROMISES YOU OVERALL GROWTH
Professionally Personally
Travelling – meet new people, experiencing cultures
Flat organization – we have designations but don’t have rigidity in our system – friendly
environment
Personal growth and confidence by taking up project ownership.
Opportunity to work on all the levels of the project – right from inception to completion
On job – training…
Opportunity to help clients make strategic decisions for their brands
Growth oriented– linked to performance and not only time spent at a level
Client Interactions
Learn to work with teams
INFOMONSTA
A cloud based data analytics platform designed to minimize errors, time and cost while collecting data
Currently used to execute research projects for several clients across India. InfoMonsta™ has been the Technology Partner at the MRSI Annual Conference since 2013.
InfoMonsta is compatible with Android devices, allowing for a new level of mobility and agility -- reach the people you need to talk to wherever they are, get updates and analysis on findings in real-time. Few of its key features are: -Geo Tagging - Multilingual form - Live listening -Easy Analysis Tool - Offline data collection
Tested across 224 cities in India
EYESECURE
A personal safety app to keep you and your loved ones safe
Pressing the power button thrice, EyeSecure alerts your friends or family
EyeSecure tracks your location in an emergency
so that help can get to you
EyeSecure gives you the nearest Police
Station and Hospital addresses
Key Feature: On the go: - Allows one or more of your friends or family to track your journeys - Can input vehicle details as well as upload photos of the same - Customized GPS location tracking by friends and family - You can also track your loved ones using this feature Upcoming Feature: - Integration of cab services on Eyesecure
Website: http://eyesecure.net/ FB page: https://www.facebook.com/EyeSecureapp
CONTACT US
Nikhil Rath
Associate Brand Manager
+7045596814
Jasmine Jose.
Associate Research Director
+8879630915
