IMRB is launching its Qualitative Syndicated Research division. India’s biggest and oldest market research agency has taken the initiative to delve deeper into the Indian rural market with a study titled ‘The Great Indian Rural Mind Map’.
The new study would help marketers comprehend the consumer story behind the numbers. The fieldwork for this study would commence in the first week of December and the reports would be ready by the first quarter of 2007.
Explaining the objective behind coming up with this study, Rohini Abraham, VP and Country Head, PQR – a specialist qualitative division of IMRB International – said, “In terms of sheer numbers and mathematical calculation, the potential of rural India does seem like El Dorado – full of possibilities and dreams. However, the realisation of this dream always seems to lead the marketer to a whole host of baffling questions. This initiative from PQR is aimed at helping the marketer generate possibilities and actionable ideas for the rural market.”
Sraboni Bhaduri, Head, New Initiatives and Syndicated Research, PQR said that the pan India study would get down to answering some fundamental queries that often went unanswered in commissioned researches which have a narrower focus. She felt that the study would help unearth some basic principles that governed the rural market.
Delving on the methodology to be used for the study, Abraham said, “PQR’s qualitative syndicated study has been designed by our experienced research team and will garner insights on the behaviour and attitude of the rural Indian consumer through a multilayered methodology.”
“The focus will be on a holistic understanding of rural consumers at different life stages as well as on some specific categories. The culmination will be through a deployment workshop where we will facilitate a session to develop ideas for the subscriber client’s category,” Abraham further said.
“The application of this understanding could be on developing strategies for existing products as well as zeroing upon new product ideas. The study would also help generate an appreciation of the communication codes which work and which do not work in the rural context. We will be addressing specific client issues in these areas through the deployment workshop where we will partner then in finding solutions for the rural market,” Abraham added.