Brand and Consumer Research

1. Market Entry Strategy Development

We provide a detailed and overall understanding of the market and help in strategic decisions making. Various modules that can be identified as our strength areas include:

• Demand Estimation
• Mapping competition
• Price mapping of competing products
• Entry routes to market
• Trade Practices
• Competitive Communication

2. Marketing Consulting for New Product Development

ICMR provides an exhaustive consulting regarding launch of new products by estimating the demand and acceptability of the new products. The insights provided by us help clients to modify and enhance the product and the marketing strategy to suit consumers’ requirements. ICMR is also capable of developing marketing efforts that fit into the overall business objectives of the client. The followings are the areas where ICMR has specialized to cater specific client needs.

• Concept Test
• Brand-Name Test
• Product Benchmarking Test
• Blind Product Test
• Package Design Test
• Price Sensitivity Research
• Feasibility and Risk Management Studies

3. Consumer Behaviour Studies

This component is another strength area of ICMR to provide a complete understanding of the consumer motivations for choice and usage of the product/brand, various user segments and the perceived benefits of the product. ICMR uses both quantitative and qualitative techniques to fulfill this.

• Usage and Attitude Study
• Segmentation Studies

 4. Brand Health Studies

ICMR has substantial experience in brand health studies. Comprehensive brand tracking studies include:

• Consumption and purchase habits of the product category
• Awareness and trial of the brand under consideration
• Motivators for the trial and Satisfaction with the brand
• Purchase Intent of the brand
• Position of the brand relative to its competitors
• Advertising awareness and impact of ads
• Image of the brand
• Key areas of improvement in customer contact
• Brand/Image indications which can be used to leverage Strengths of the brand
• Critical sales incidence

5. Customer Satisfaction Studies

ICMR provides an exhaustive customer satisfaction studies to understand the expectations and needs of the consumers. We measure the level of satisfaction for a specific product or a service and identify the gaps between expectations and the experiences and in turn help the clients to raise their offerings for gaining higher level of consumer loyalty. Our methodologies include:

• Customer Delight Score
• Overall Customer Satisfaction Index
• Intent to Recommend the product
• Loyal Customer Vs. Disloyal Customer profiles
• Gap analysis to identify problem areas
• SWOT analysis for the product

6. Corporate Image & Brand Positionong Studies

This includes:

• Corporate Image Studies
• Value Mapping
• Brand Mapping
• Brand Positioning

7. Perception Analysis or Consumer Psyche

ICMR helps its clients through:

• Providing insights about the consumers’ perception and to design a stronger and compelling selling propositions based on the analysis.
• To identify consumer’s motivational factors.
• To reach the target audience with more focused strategies.

8. Mystery Shopping


Applied Economic Research

1. Industry and infrastructure related studies

• Demand forecasting using econometric techniques
• Input-output modeling
• Identification of priority geographical market
• Impact analysis of various schemes
• Tourism planning and development
• Study on infrastructure development
• Public-private partnership
• Urban and regional planning

2. Trade sector

• Trade barriers both domestic as well as international.
• Trade and economic co-operation between countries
• WTO issues

Social Sector Research

• Health studies
• Caste and minority problems
• Education
• Ethnicity
• Rural development

Conducting Large Scale Survey

ICMR has skilled manpower and network throughout the country to conduct large scale surveys for its clients.