IMRB International has won the ‘MR Agency of the Year’ at the recently concluded 17th Annual Market Research Society of India (MRSI) Research Conference. IMRB International was selected the winner by a panel of senior marketing and research professionals, and has bagged this award for the second successive time.
Commenting on the award, Thomas Puliyel, President, IMRB International, said, “We are elated at receiving this award. This is a recognition by the industry that IMRB provides cutting-edge solutions to its clients.”
The annual MRSI conference showcases the best ideas in the Indian market research industry and is a showcase of work carried out by reputed media research companies. Among 80 odd entries, about 17 papers were selected under three sections and showcased at the conference. IMRB swept four of the five awards given. One of these awards was shared with another WPP company, Meritus.
The best research paper award was bagged by the IMRB’s research team of its VP Ashutosh Sinha, and Research Director Balendu Shrivastava, who enabled Hewlett Packard optimise their printer plus cartridge pricing bundle in the face of stiff competition from lower priced refill and local cartridge players.
In the innovative research section, the best paper award was won by a team from IMRB International led by IMRB’s VP Puneet Avasthi, and by Sunder Muthuraman of Meritus. The second prize was bagged by Diptya Mukherjee, Senior Project Director at IMRB, who presented a simplified Simulated Test Marketing protocol that led to client success. The third prize, which is a joint award, was shared by the IMRB team of Ashish Karnad and Bharat Kapadia, and Research International, another WPP company. Karnad and Kapadia showed how large databases like Television Audience Rating and Target Group Index could be combined, through a method called Data Fusion, to enable advertisers to optimise their media schedule even more sharply. The other paper by S Jayalaskhmi and Rahul Rastogi at Research International focussed on studying in-shop customer behaviour to enable marketers fine-tune shelf space utilisation and manage their merchandise better.
Seventeen research papers were presented at the seminar, which was attended by over 270 marketing, advertising and research professionals.