Day 2 of the 16th MR Works! Seminar touched upon important aspects of research through its two sessions on ‘MR Works! Reaching Out’ and ‘MR Works! Building Customer Loyalty, Increasing Retention’. The second day of the marketing research seminar also discussed the initiative taken by MRSI (Marketing Research Society of India) in the area of field accreditation. The initiative was explained in detail by Kiran Jaitley. And IMRB International won the ‘MR Agency of the Year’ award.
A paper presentation titled ‘Bindi, Bangles and Blouse Advantage - Adaptive Research’ presented by Saurabh Sharma showed how along with the ‘text’ it is also necessary to see the complete picture through ‘context’. The paper highlighted important findings sourced through environment of the respondents and threw light on the opportunities for marketers. The study focussed on girls in small towns, their ambitions and desires and the potential for marketers to introduce relevant products. It focussed on the need to adapt before one may have to adopt.
‘Rousing Recklessness’ by Sangeeta Gupta, the second paper, took a look at impulse purchases and highlighted the pathway for inducing impulse purchase in modern retail environment. Through the triangular source of information (shop, shopkeeper and shopper), it discussed key findings from traditional and modern retail formats. Six types of impulse purchases were explained and suggestions included more information on brands at shops, enabling bargaining tendencies, facilitating private browsing, etc. The paper endorsed the view that there is a great opportunity in this area.
The paper ‘Are News Consumers Culture Vultures?’ presented by Anraya Ingle – the winner for the award in the MR Works category -- explained the strategy that went into developing and positioning the channel ‘Star Ananda’ through fruitful interactions with cultural experts, journalists and sociologists.
The MRSI special session discussed the initiative of field accreditation for ensuring trained and better personnel in research. The need to instil professional pride among research executives and clients to demand certified interviewers was also marked as an imperative.
The second session began with the paper ‘How a customised equity model helped launch a successful variant’ presented by Arindam Sengupta and Bidisha Datta. It showed how a popular model was customised to work for a category that was non-repertoire. The customised model tackled with problem of double jeopardy and other anomalies of the original model for the product category in question.
It was followed by a paper on online research to profile successful sellers for a player in the online shopping segment. The paper ‘Consumer Intimacy – How does research help?’ was presented by Kedar Sohoni and Udita Shah of Cross Tab and highlighted the use of transactional analysis and primary research in achieving the task.
The last paper, ‘Research to provide cues for enhancing sales performance’, by Shubhra Sanwal, Rohit Churamani and Aruna Priyadarshini dealt with the role of research in tackling declining sales through recommendation of reduction in price. The case pertained to Motorola whose sales of entry-level handsets were not encouraging.
Four prizes were given away – three for the ‘MR Works’ category and one for the ‘Cutting Edge’ category. ‘Are News Consumers Culture Vultures’ was adjudged the best paper for the MR Works category while ‘How a customised equity model helped launch a successful variant’ and ‘Developing a Mix- Communication ‘Surviving Remix and Winning’ were awarded prizes for first and second runner-up respectively in the category ‘MR Works’.
For the category ‘Cutting Edge Research’, the presentation ‘Tranceforming Research’ which dealt with the use of hypnosis in finding customer preferences was adjudged the best paper. The MR Agency of the Year award went to IMRB International.
Judging for the MR Works category was on the five parameters of evidence of actionability, innovative element, learning leverage by audience, clarity of thought and ‘WOW’ factor, while parameters for the ‘Cutting Edge Research’ category were innovation, clarity of thought, robustness and applicability.