Market research company Kantar IMRB has announced the appointment of Paru Minocha as the Head of Qualitative Business Unit. She has taken over from Rohini Abraham. Minocha joined Kantar IMRB in September 2015 and is based in Mumbai. She will play a key role in leading the company’s go to market services and drive the growth of the qualitative business pan India.
Armed with over 20 years of experience in market research, Minocha started her career as a qualitative researcher in MARG and went on to set up and head Synovate in Delhi. Having done this successfully, she moved to Mumbai to head Synovate pan India and subsequently, as Head of Innovation in IPSOS. She also has expertise in several sectors including social, FMCG, tobacco and automotive.
Commenting on the appointment, Preeti Reddy, CEO, Kantar Insights, South Asia, said, “Paru’s experience in both qualitative and quantitative will prove to be an asset. She brings in a deep understanding of research, complex business environments and client needs. Paru’s cross sector experience will certainly aid IMRB qualitative to rise to greater heights under her stewardship.”
Speaking on her appointment, Minocha said, “I’m thrilled to be leading this role when the core qualitative research is being redefined. I look forward to leveraging technology, social media data and marrying them with the primary survey data. This new approach is also reflected in how as a company we are organised and the investments that we are making in technology and digital. As Kantar IMRB, we have unique access to social data, proprietary syndicated data as well as strong partnerships with third party data owners. I strongly believe that qualitative research would form an integral part in decoding and making sense of the big data.”