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Indian MR Firms to Target Non-Users
The President of the Market Research Society of India (MRSI), called on delegates at the organisation's 16th annual seminar to start targeting businesses that do not currently use market research, in order to help the industry expand.
The Indian MR market grew at slightly higher rate than the average for Asia in 2004, but there is clearly potential for even greater expansion. MR spend per capita is a tiny $0.07 - compared with $10.62 in Singapore, and $40 in the UK.
BV Bradeep, MRSI President, told the seminar: 'We need to convince current and potential users of market research to more extensively deploy and integrate research into their decision processes. We also need to convert non-users of research.'
Mahindra Renault, EVP, M&M and MD Rajesh Jejurikar, delivered the keynote address. He focused on non-traditional ways of understanding consumers, stating that 'observing customers while they use or buy products can be very insightful'.
A panel of experts, including IMRB International's President Thomas Puliyel and TNS Director Paul Abraham, discussed ways to improve market research in India. Suggestions included establishing a strong thought leadership, adding more value to research solutions, and charging more for the additional value.
Nine papers were delivered in total, with topics ranging from 'A cultural understanding of South India' to 'Understanding the home delivery channel'.
The organisation is online at www.mrsi-india.com.
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