SUPERBRANDS 2016 superbrandsindia.com

IMRB is a highly reputed market and consumer consulting organisation, with 49 offces across the world, servicing clients in 67 countries. Central to IMRBs success are its people; since its inception, IMRB has contributed to the industry by nurturing some of the best research talent in the region. It prides itself on developing and setting industry standards and continued focus on innovation. This ability to blend innovation and analytical thinking to design custom solutions for its clients has led to strong and rewarding relationships. Perhaps, this is why its top fve clients have been with the company for over 25 years.

Market continue to be in the forefront of development as His vision was modelled on the lines of the is a critical component in the industry itself transforms. British Market Research Bureau (BMRB). Robin marketing decision-making and the foundation on Sadler and Titoo Ahluwalia moved from BMRB to which are built, thrive and grow. Market Achievements IMRB in 1970 and were instrumental in aligning the research helps companies lay the road map for IMRB has achieved a great deal; from being an in- company to the BMRB model. Titoo, who became their brands and provides direction to steer house department of J. Walter Thompson (JWT), CEO of IMRB in 1975 at the age of 29, and his them forward. It helps marketers understand and it is, today, the subcontinent’s most respected Deputy General Manager, Dorab Sopariwala, connect with their consumers, thereby dictating market research and consulting organisation. The worked in partnership to build the research both strategy and tactics in the -building company’s achievements in its 40-year journey credentials of IMRB and established the standing process. With consumer demographics and are littered with several pioneering initiatives and and image of the research industry in . technologies changing rapidly, every company recognised for a number of firsts. Since then, IMRB has been led by a series of in the business of products and services today IMRB set up the first and only household brilliant minds – Ramesh Thadani, from 1984 to appreciates the value of entrenching market panel in the country – Market Pulse (now Kantar 2000, who began to establish its formidable list research in their marketing processes. Worldpanel) – in 1981; it is credited with India’s of firsts; Thomas Puliyel between 2000 and 2015 first TV rating system (TRPs) in 1986; the Smoker who was responsible for the rapid expansion Panel in 1979; the National Readership Survey of IMRB into the international arena and Preeti Reddy who took over the reins as President IMRB

in 2015. Each has added a new chapter to the The need and application of market research (NRS) in 1984 and was instrumental in the setting profound and distinguished history of IMRB. witnessed dramatic growth with the growth of up of the Market Research Society of India (MRSI) However, the agency’s consolidation and consumerism and the rapidly changing consumer in 1988. IMRB also played an important role in expansion phase began in 1987 when Sir Martin attitudes and preferences. With these undergoing the standardisation of market research practices Sorrell globally acquired JWT. With this move dramatic change market research became the in India and was responsible for the creation of IMRB became a constituent of WPP and grew at tool-of-choice to delve into the hearts and minds the Socio-Economic Classification (SEC) system over 25% per annum through the 1990s. of consumers, their lives, their needs, their desires, in 1983 – a method now used across India to As the Indian brand was being recognised as a their tastes and ultimately the choices they make. segment and define target audiences. market research leader across the sub-continent, The market research industry, today, is on the IMRB also led the way in psephology in India IMRB geared up for global expansion. It entered cusp of a transformation. As a result, the next era through opinion poll surveys for India Today, into a joint venture with Millward Brown for will be characterised by the growing bifurcation which successfully predicted the victory of the operations in Singapore; it also set up Abacus of data collection and consultative insights. Also Congress party in the 1980 general election. Market Analytics as the analytics partner for as sources of data proliferate, there will be an offshore clients and expanded into the Middle increasing orientation towards becoming data History East and North Africa with the set-up of AMRB in agnostic. There will be a growing interest in non- Market research was conceptualised and put into 1999 in Dubai. conscious measurement methods like applied formal practice in the 1920s, when advertising As the economy opened up in 1991and neuroscience, implicit approaches, behavioural was booming in the Golden Age of Radio in the several new industries cropped up, IMRB set economics, biometric measurement and the United States. up specialised teams for B2B, media, employee development of tools to understand consumers IMRB itself owes its origin to the foresight of satisfaction, loyalty programmes and social and more holistically. Gregory Bathon, Chairman & Managing Director, rural research. It also diversified its services to Established in 1970, IMRB is the oldest extant of the then J. Walter Thompson Company build expertise beyond traditional fast moving market research agency in India that has been (Eastern) Limited. It was born out of his belief consumer goods (FMCG) into emerging sectors largely responsible for the establishment and that good advertising could only be built on sound such as finance, automotive, telecom, healthcare, evolution of the industry in the country. And, will consumer insights. industrial and technology.

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The 1990s also witnessed quoted and their work is widely the setting up of IMRBs Social published. They are speakers Research division (SRI), (now at various industry events and Kantar Public). SRI has done actively contribute in seminars and pioneering work for the conferences. IMRB also has to its government of India in several credit a number of publications. areas including polio eradication, The company has also partnered diarrhoea and oral rehydration with several industry bodies and work with WHO, AIDS-related has also won their endorsement research for the Ministry of for its products and services. Health & Family Welfare and is Several of these have now become involved with the Ministry of HRD industry currencies. to estimate the number of out- of-school children to help form Brand Values primary education related policy IMRBs core values of integrity, in the country. It also provides caring and innovation are lived communication insights to the and upheld in everything the Bill & Melinda Gates Foundation company does. It believes in which supports government questioning and challenging programmes on sanitation, family assumptions in its quest to deliver planning and tuberculosis. UNICEF, UNDP, Besides creating frameworks, IMRB also the right solution for the problem. World Bank, CARE International, the Government invests in knowledge creation through a suite At IMRB, people are at the heart of the of India, Spring Accelerator, DFID and CHAI are of syndicated products clients can buy off the business and building lasting relationships with some of its regular clients. shelf. These comprise STAR – Small Town & everyone from clients to employees to consumers In 2002, as part of a re-branding exercise, Rural – which gives a 360-degree understanding is a way of life. It fosters a learning culture that IMRB changed its name from the Indian Market of emerging consumers and details the profile, encourages innovation. It is, therefore, no surprise Research Bureau to IMRB International. consumption, mindsets and media touch points that IMRBs top five clients have been with the Today IMRB is part of Kantar, the data of small town consumers; TGI provides profiles, company for over 25 years and nearly a fifth of investment management arm of WPP and usage, mindsets and media touch points of the the employees have been with IMRB for more one of the world’s largest insight, information Indian consumer with nearly 42,000 interviews than 10 years. and consultancy groups. The group employs each year; Ear2Ground uses a propriety NLP 30,000 people across 100 countries and offers algorithm for social media listening; Wallet the whole spectrum of research and consultancy Monitor maps the share of wallet of 30,000 Things you didn’t know about urban Indian homes; NFS – National Food disciplines availed by over half of the Fortune KANTAR IMRB Top 500 companies. Survey – currently in its 7th round, provides an in-depth understanding of India’s food habits; Product KidScan offers a 360-degree insight into the t IMRB conducts 5.50 million interviews psyche and brand interaction of new generation In order to address a client’s business questions, every year IMRB uses a unique mix of innovation and kids and Homemakers Bioscope which is a analytical thinking to design customised solutions. decision support system for a comprehensive

t IMRB is an ISO: 20252 certifed It creates products and frameworks for clients understanding of the most targeted, sought after using its expertise and knowledge of markets and target group: the homemaker. market research agency consumers. It offers a suite of solutions designed on frugal and agile innovation which add real Recent Developments t Most of the current heads of the value, helping clients make impactful decisions. IMRB changed its brand architecture and visual leading market research agencies in To name a few of the frameworks: Cx – identity in 2016 with the objective of reflecting India have been associated with IMRB crafts branded service experiences for building the vibrant and collaborative spirit, thought a strategic edge in the market place; icrea8e leadership and the innovation capabilities that

t Live Labs, an IMRB division, employs – a unique approach to identifying, sizing and reside within the company. IMRB is now known as prioritising opportunities for growth for market Kantar IMRB. The new architecture is in sync with Design Thinking experts who convert innovations; Visualize – a predictive solution that Kantar’s vision to enable cutting-edge solutions insights into products and service helps clients forecast market performance of a for clients by harnessing the power of its iconic innovations new product or concept and drive improvements; brands: IMRB, Millward Brown and TNS. The increased collaboration between the companies ValueR – a complete pricing solution that helps t IMRB has invested in a Data means that they can converge when required clients optimise their pricing strategies; Ideastock Management Platform which can – a tool that helps select winning concepts as well as retain the ability to provide diverse through crowd funding and Prospect which tracks solutions when clients need a choice. store, mine, analyse and connect data e-commerce purchases passively. Staying abreast with the needs of the day, from its vast data warehouse IMRB has invested heavily in being prepared for the t IMRB contributes extensively to digital age. The specialised digital research division society. The company is associated of IMRB has innovative with the Avasara Leadership Institute tools to gather consumer to provide educational support to behaviour data. Some of girls from low income backgrounds these digital assets IMRB has launched are Mobi and is helping the Pune Municipal Track, Path Track, Digital Corporation create a cohort of model Video Analytics and Xcess schools which is IMRBs online

digital panel with over t IMRB is the frst and only market 300,000+ opt-in members. research agency to be featured in Promotion India’s Superbrands IMRB does not advertise but its presence is visibly t The company has worked with more seen and felt across media than half of the brands featured in and industry fora. Superbrands’ 2015 edition IMRB leaders are often

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