Indian Market Research Bureau (IMRB), the customised research outfit belonging to the WPP Group, has decided to make a foray into marketing consultancy. A new division has been floated under a strategic marketing unit and will be headed by a business account director.
According to sources, marketing consultancy would be treated as a separate business. The aim is to serve as independent advisors to its clients for new products and development of product portfolios.
Currently IMRB has specialist units branded under names such as PQR (Probe Qualitative Research), BIRD (Business and Industrial Research), CSMM (Customer Satisfaction Measurement and Management), Media & Panel and Social & Rural research.
IMRB has also rebranded its quantitative and qualitative research under the Millward Brown banner offering tools brought in by the associate WPP Group, to reinforce its product offerings for the entire sub-continent.
Millward Brown International and IMRB are both members of the Kantar Group, the information and consultancy arm of the WPP Group. The former is one of the world's ten largest market research organisations. It is a leader in understanding and evaluating brand equity and the contribution of the total communications mix to that understanding. IMRB is the exclusive licensee of Millward Brown products for the entire subcontinent and has been importing its products to India since 1996.
The 32 year-old IMRB has presence in 11 countries and 28 cities as associate companies under the WPP Group under different names such as Sirius for (Bangladesh) and LMRB (Lanka Market Research Bureau). In India, it operates as a division of HTA, but continues as a separate profit centre under the WPP Group of companies.