Kantar - ARM/RM - Research

IMRB Consumer

Who We Are

IMRB Consumer was formed in 2012 by the coming together of IMRB's domestic quantitative units in different geographies under a single umbrella. The rationale behind having a single unit was to provide more compelling customised quantitative solutions, driven by expertise to address a wide spectrum of business issues for clients in the consumer goods, automotive, telecom, financial and healthcare sectors. Our vision is to drive business growth for our clients by combining consumer understanding and market knowledge with deep research expertise.

What We Do

- Usage and attitude studies

- New product development research - from ideation to evaluation to forecasting

- Market mapping and profiling

- Product testing

- Concept testing

- Segmentation

- STMs

- Pricing research

- Diagnostic studies

Some of Our Product Offerings

Icrea8e is IMRB Consumer's unique ideation and segmentation tool that helps marketers innovate and co-create products customized to rapidly changing consumer needs. In 8 simple steps, icrea8e helps marketers decide which new product concepts and ideas are right for the time, which need states will these innovations cater to, which groups of consumers will get excited by these possibilities and how big is the opportunity for each.

ValueR is an exclusive IMRB model catering to a spectrum of pricing queries. Centrally managed through a modeling hub with a dedicated team of experts, valueR provides solutions for present and future pricing challenges using the latest choice modeling algorithm. valueR consists of a suite of four modules tailored to address different business questions.

Visualize is IMRB's in-house, state-of-art volumetric model developed specially to cater to the Indian market. Visualize is a versatile, user-friendly and cost-effective tool to forecast sales volume for new concepts and products in existing/new markets. It is a complete suite starting from Concept Screening to Concept Testing to Simulated Test Marketing. It has several unique features like:

Brand Spring is IMRB's brand equity model, aims to provide a clear picture of how strong is your brand in the marketplace - does it have the freshness and - spring- it needs to stay ahead of the competition, what are the specific areas of strength and weakness for the brand, what are the barriers to growth-

The model builds on an idea suggested by Ehrenberg that brand image and loyalty are strongly influenced by the degree of familiarity with a brand, that consumers share information about brands and that the opinions of those who have more experience with the brand will carry more weight. In other words, over time the image strength of a brand is the result of its collective experience.

This is a simple approach, but as we- ve found, the Spring Index correlates quite strongly with market share changes foreseeable in the immediate future.

Why Us

- 100+ researchers operating out of 5 offices in Bangalore, Chennai, Delhi, Kolkata and Mumbai.

- An 18+ strong R&D/marketing sciences group for experimentation and development of new tools and methodologies.

- An array of products and services developed specially for India, factoring in Indian realities.

We believe client business situations merit customised solutions and not a - cookie cutter- approach. Standardised tools are meant to be used only when relevant to the situation; and not as stand-alConsumer tools, but tailgated with the complete requirements of the business issue.

The Researcher's responsibilities will include

1. Writing Research Proposals

2. Developing Questionnaires

3. Interacting with the Field

4. Briefing Analytics about the data processing requirements

5. Analyzing the data

6. Writing the Report or the Presentation

7. Researchers are expected to dig deep into the data - using the enquiry software, Magic and multivariate analysis - to extract incisive and business oriented analysis