Transcript Gujarat Survey Research Agency.

There is always a better way.
Being a specialized field work agency our acceptance today is
dependent on the quality of field work we do, on our rigid
field controls and the strong emphasis we place on
training our field peoples.
Reach your Target Respondents – by Online Method
Unlike many full-service market research companies, Gujarat
survey Research agency has its own in-house
online research capabilities.
Gujarat survey Research agency is the new hybrid firms in the
recruitment world. When a research company needs
respondents from a demographic, we are helping them to
build a Panel in Target Area.
Our Philosophy
“It is not enough to do your best, you must know
what to do, and then do your best”
At Gujarat Survey Research Agency, We apply the
principles of ‘Gujarat’ to not only continuously
improve ourselves but also in helping our
clients exceed customers expectations by
delivering the best.
We believe that in order to deliver the very best it
is essential to keep questioning, to keep re
inventing and to keep learning. At G.S.R.A. we
do just that. There is always a better way to do
every task and it is our constant endeavor to
find it for every project and every client.
Do
Plan
PDCA
Act
Check
Our Solution
Define
Objectives
Listen &
Learn
• Test/ Launch a
new
concept/Product.
• Improve Brand
perception and
awareness.
• Create
differentiation.
• Generate trial
and drive sales
• Drive customer
loyalty.
• Understand
consumer needs,
expectations and
aspirations.
• Get real time
feedback on your
concepts/product
s
• Determine most
attractive
consumer
segments &
marketing.
Create
Solutions
• Create
differentiated
products and
solutions based on
need gap.
• Improve existing
products based on
consumer
feedback.
• Create innovative
marketing
strategies to drive
trial and
conversion.
Engage
Consumers
• Leverage
research learning
during follow-up
marketing &
promotion.
• Fine tune
execution in realtime using
G.S.R.A’s
integrated
research
marketing
approach.
Some of our Clients
Our Services
Market Research
Brand Building
• Qualitative
• Ethnography
• Focus Groups
• In-depth interviews
• Observation Studies
• Diary/journal studies
• Quantitative
`` pre• Concept tests,
post studies
• Awareness and
perception studies
• Usage & attitude
studies
• Satisfaction Studies
• Mystery audit and
opinion polls.
• Promotions
• Door-to-door and in
store demo’s
• Kiosks & road shows
• In home/kitty parties
• Merchandising
• In-store,
mall/multiples and
shopping arcade
• Pubs and Bars
• Cigarette shops/street
kiosks and hawkers
• Outdoor Branding
• Digital Marketing
• Built and manage
online presence/
campaigns.
Direct Marketing
• Sampling
• Door-to-door
programs
• Haats and Bazaars
• Exhibitions
• Sales
• Door to door sales
``
• Mobile Marketing
and WoM programs
• Tele-calling based
sales campaigns
• School and RWA
events.
Our Differentiators
1.
2.
3.
Unique combination of Market Research, Promotion and
Activation experience: Gujarat Survey Research Agency learns along
with you during the research phase and then is able to leverage that
learning when executing subsequent marketing activities.
Execution model based on real-time effectiveness tracking and
ongoing learning: G.S.R.A builds research elements into the entire
execution process, measuring effectiveness at each stage. This regular
tracking helps in keeping the execution programs relevant and in
delivering maximum role.
Focused yet flexible: G.S.R.A focuses specifically on your needs that
are directed towards improving consumer engagement. We ensure that
we understand consumer needs in the research phase, so that
subsequent execution can be planned accordingly. We are also mindful
of the fact that despite the best planning, all successful promotion and
marketing campaigns depend on the ability to improvise on the fly when
required.
Uncompromising Focus on Quality
1.
2.
3.
4.
5.
Stringent team recruitment process: Strong emphasis is placed on
selection of man power for all our projects. All prospective candidates go
through multiple interview rounds and skill assessments that test their
attitude, commitment and abilities.
Robust training: Depending on the scope and size of a project the
execution team is either trained b the key management staff or a ‘trainthe-trainer’ approach is employed where the supervisory staff is trained
and they in-turn coach their respective teams.
Real-time-monitoring: We recommend 1 to 9 supervisor to staff ratio
for all our projects. this enables the supervisors to accompany team
members, conducts spot checks and back checks on a daily basis.
Independent Auditors: An independent team of auditors provides a
second layer of quality control. 35% of all field contacts are verified
physically or via phone.
Performance based remuneration: Our staff incentives are typically
40% of basic salary and are not only designed to reward target
achievement but also quality work.
FMCG/ Marketing Model Testing (1/3)
 Background & Objectives.
 The client had come up with a new marketing concept with





the goal to improve the quality of life of the hand wash/ semi
auto washing machine users by providing them an affordable
washing system viz a fully automatic washing machine with a
high performance detergent. The ultimate goal was to
improve market shell and penetration of the detergent brand
on the back of this marketing tac-tic. The key objective of
the project was to validate some key elements of the
marketing concept.
These included:
Effectiveness of the door to door marketing model of driving
trial/purchase.
Potential for scalability of the concept to a national, panIndia activity
Successful integration of existing promotional activities with
the new concept.
Role of micro finance in driving trial and purchase.
FMCG /Marketing Model Testing (2/3)
 Execution
 Based on the client’s strategic needs and specific product
and concept features ,SEC B/C were targeted for
promotion and research in Northern India over a 5 month
period.
 In the first month, door to door teams delivered over 3,000
pitches aided by printed material and pictorial
demo’s.Along with the door to door campaign, promoters
were also stationed at appliance stores where they
delivered pitches to walk in consumers with engaging the
consumers who came as a result of the door to door
activity and with closing the final scale.
 In the second month, along with the appliances store
activity, a promotional activity resembling the client’s
typical ‘kirana store’ promotions was organized and was
linked back to the new marketing concept. The promotion
was aimed at educating consumers about the new concept
on their purchase.
FMCG/ Marketing Model Testing (3/3)
 Results
 The results helped the client understand:
 Trial- are there sufficient trial levels to make the





concept financially viable?
Integration with existing promotions-Does
integration with existing promotional programs
drive incremental trial and positive ROI?
Microfinance-Does finance drive incremental
consumers to purchase the machine?
Source of volume- Is there cannibalization and
conversion from hand wash in all channels?
Operational cost- Can the program be executed in a
cost efficient manner that is easy to execute and are
all marketing elements are scalable.
Pitch- Is the pitch promoters are delivering,
effective?
FMCG/New product testing (1/3)
 Background and Objectives
 The client had come up with a new concept in the
hair care segment and wanted to test acceptability
and overall consumer reactions towards their new
products. They wanted the project to be executed as a
promotion, where the consumers are educated about
the product and then its is offered to them for sale.
The idea was to understand barriers to trial and
repurchase along with general reactions towards the
product overall. Beside this overall objectives, the
client wanted to project to be able to help with:
 Identify the strongest benefit and overall consumer
proposition or hook to drive product trial amount the
target segment.
 Understanding consumer habits and repurchase
process.
FMCG/ New Product Testing (2/3)
 Execution
 Based on the client’s strategic needs and specific




product features, SEC A/B where targeted for
promotion and research in northern and central
India.
A promotion based research approach was used. A
majority of the data collected was qualitative and
observational.
Home parties were organized and retail kiosk were
setup were consumers were introduce e to the
product by promoters using a verbal pitch, TV and
live demos.
Two weeks of kiosk promotion and sales were
followed by six week door to door campaign were
consumers were allowed to re purchase the product.
These were followed by 15 in depth interviews and 10
focus groups with distinct consumers segment.
FMCG/ New Product Testing (3/3)
 Results
 The results helped the client:
 Create a clear and compelling message that will
encourage product trial among the target
consumer segments
 Develop a strategy for positioning and marketing
to groups where their existing products/brands
have a low penetration rate.
 Identify areas of strength and weakness as well as
repurchase drivers for a new product.
Healthcare/ New Product Launch & Sales (1/3)
 Background and objectives
 The client had come up with a new range of health




enhancement products and wanted to create awareness
about their brand as well as launch the products and
drive maximum trial/sales.
Trial – Are there sufficient
They wanted the activation to be executed in a way
that would not only achieve the above objectives but
also help build the image of their new brand along predefined characteristics. The products were to be made
available only through doctor clinics and on
prescription. Therefore it was essential to design an
activation program that would:
Create a strong health oriented identity for the brand,
distinct from other commonly available OTC health
supplements.
Positions the products close to prescription drugs
endorsed by physicians, thereby lending credibility to
the brand.
Branding& Merchandising
Outdoor Branding& Merchandising
Vehicle Branding
Activation
Sampling
Promotion And Sales
Door-to-Door Marketing & Sales
In-Store Promotion & Sales
Road Shows
Market Research
Thank You……