By afaqs! news bureau, afaqs!, Mumbai, October 12, 2012
Section: News Category: Marketing
Pia Mollback-Verbic and Piyul Mukherjee of Quipper Research have won this year's ESOMAR Excellence Award for their paper titled 'Water Wows'. This is the first time an Indian research agency has won this award.
For the first time ever, an Indian research agency has won the ESOMAR Excellence Award 2012. Pia Mollback-Verbic and Piyul Mukherjee of Quipper Research pulled in the award with their research paper titled 'Water Wows'. The duo presented the paper at a conference held by ESOMAR at Vienna last November.
The result was announced at the annual ESOMAR Congress that was held this year at Atlanta, USA. The winning team has been awarded 4,000 Euros.
The winning paper speaks about the need for a paradigm shift when 'Western' companies conduct qualitative research in the 'East'. The paper argues that traditional 'Western' formulas for conducting qualitative consumer research needs to be tweaked in 'Eastern' markets, and suggests that research professionals must adjust their qualitative approaches to the local culture without simply replicating assumptions and research traditions from 'Western' markets.
The paper deals with the broad aspects and challenges faced by the market research industry today, when conducting research across different nations and cultural domains. "This paper takes cross-cultural research to a new level. They (Mukherjee and Mollback-Verbic) nicely link the specific challenges of the research (for example, public versus private behaviours) to at least one of the paradigms for understanding cultural differences," says a member of the international jury at ESOMAR.
"This paper illustrates far better than most how decision-makers can be misled by what consumers say in more traditional research when there are cultural sensitivities not accounted for in the methodology," reads a statement issued by the ESOMAR jury.
According to the international jury from ESOMAR, the team's analysis of the five paradigms is one of the factors that helped the paper clinch this win. The research was deemed to be an eye-opener for 'Western' managers.
"To optimise the insight mining process and overall research findings, the standard research practices need to be carefully re-evaluated and sometimes flipped or reversed," says Mukherjee.
"Extensive experience from different markets has taught us about the impact of, for example, a collective versus individualistic culture, different levels of tolerance of conflicts and confrontations, and different modes of operating in hierarchical versus egalitarian environments, all having significant impact on how we should execute research," says Mollback-Verbic.
The ESOMAR Excellence Award is a benchmark for accomplishment in the world of market research. The Excellence Award for the best paper is selected among all the papers presented across all ESOMAR conferences held globally throughout the previous year.
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As The Golden Lion at Cannes is much recognized by the world of advertising, the ESOMAR Excellence Award is equally a benchmark for accomplishment in the world of market research. The Excellence Award for the best paper is selected among all the papers presented across all ESOMAR conferences held globally throughout the previous year.
Pia Mollback-Verbic and Piyul Mukherjee of Quipper Research have won the prestigious award for 2012 for their paper Water Wows, which they presented at an ESOMAR conference in Vienna last November. It’s the first time ever that the award is won by an Indian research agency.
The paper deals with the broad aspects and challenges faced by the market research industry today, when conducting research across different nations and cultural domains. “This paper takes cross-cultural research to a new level, not least by providing a framework that guided the development of the research approach. They nicely link the specific challenges of the research (e.g., public vs. private behaviors) to at least one of the paradigms for understanding cultural differences”, says a member of the international jury at ESOMAR. “This paper illustrates far better than most how decision-makers can be misled by what consumers say when in more traditional research when there are cultural sensitivities not accounted for in the methodology”, says ESOMAR Jury.
The paper argues that traditional 'Western' formulas for conducting Qualitative Consumer Research needs to be tweaked in 'Eastern' markets, and suggests that research professionals must adjust their qualitative approaches to the local culture without simply replicating assumptions and research traditions from 'Western' markets.
“To optimize the insight mining process and overall research findings, the standard research practices need to be carefully re-evaluated and sometimes flipped or reversed”, says Piyul Mukherjee. “Extensive experience from different markets has taught us about the impact of for example: a collective versus individualistic culture, different levels of tolerance of conflicts and confrontations, and different modes of operating in hierarchical vs egalitarian environments … all having significant impact on how we should execute research” says Pia Mollback-Verbic.
The international jury from ESOMAR said: “… one of the key strengths of the paper, is the analysis of the five paradigms. I think this is a real eye-opener for Western managers who tend to think that the consumers they are interested in talking to, are the ones who are "more" Western - a major misconception based on what these authors say.”
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21/09/2012
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By afaqs! news bureau, Mumbai,
September 12, 2012
Quipper Research launches digital platform for qualitative research
online environment to expand reach and facilitate a quicker project turnaround.
Mumbai-based market research firm Quipper Research has launched a digital platform to conduct online qualitative market research. With the model, consumers can be interviewed in a secure online environment where participants including the moderator, respondents and clients can interact via webcam and text chat instead of meeting consumers in focus group facilities.
According to the company, the digital approach will expand reach and offer faster project turnaround, eliminating travel and reducing cost of tailored qualitative research.
"As the marketplace gets more complex, adding online as a tool enhances the richness and depth of data. When used alongside the usual face to face qualitative studies, it provides a 360 degree view of the consumers' homes and lives," adds Piyul Mukherjee, co-founder, Quipper.Exciting new things are happening in qualitative research and leading professionals who seek innovative ways to reach their audiences are embracing this approach. Online methodologies are now mainstream internationally and the fast growing methodology is a must in the future," says Pia Mollback-Verbic, co-founder, Quipper.
A statement from Quipper debunks the theory that the mainstream Indian market cannot be reached online due to low internet penetration and tech literacy. The problem is solved with the variety of devices that support internet connectivity.
Instead of an entire team travelling to the respondent's home, Quipper can now send one person with a laptop and broadband connectivity and everyone could interact live online, states the research agency.
The approach offers a heightened degree of context inclusion, when budgets do not allow for travelling or time constraints dictate a fast turnaround of findings.
The platform has been developed by the founders of the company and has incorporated tools and features usually used in the qualitative interviewing process.
Monika Divekar, vice-president, Quipper India adds that the platform is equally appropriate for hard-to-reach/low incidence TGs (target groups) such as high net worth individuals or low incidence target groups such as doctors, experts or specialists.
Tags: Quipper, Quipper India, Pia Mollback-Verbic, Piyul Mukherjee, Monika Divekar, market research, qualitative research
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September 14, 2012
The qualitative market research firm Quipper Research has pioneered the first digital platform in India for conducting Online Qualitative Market Research. Contact with consumers takes place in a secure online environment where participants (moderator, respondents & clients) interact via webcam and text chat. Instead of meeting consumers in focus group facilities, Quipper now also meet the diaspora of consumers online. This innovative approach expands reach, offers faster project turn-around, eliminates travel and reduces cost of conducting tailored qualitative research.
While marketers and qualitative researchers globally are moving to digital research and hybrid research designs (i.e. a mix of traditional face-to-face research combined with online components), it is often assumed that the mainstream Indian market cannot be reach online due to low internet penetration and tech literacy.
Not true, claims Quipper! The online platform can be accessed anywhere there is internet connectivity through mobile phones, tablets and computers. Instead of traveling an entire team (moderator, translator, recruiter, cameraman and client) to the respondents home – Quipper can now send one person to the respondents home with a laptop and broadband connectivity and everyone interact live online.
Foreign clients find it hugely enriching to tap into respondents lives and seeming live transmissions directly from their homes during research. The approach offers a heightened degree of context inclusion, when budgets don’t allow for traveling or time constraints dictate a fast turnaround of findings.
Ouippers online platform is developed by experienced qualitative researchers – the founders Pia Mollback-Verbic and Piyul Mukherjee – and has incorporated tools and features usually used in the Qualitative interviewing process (e.g. projective tools and exercise tools).
Damodar Mall, Group Customer Director, Future Group is impressed with the platform’s interface that demands negligible consumer tech-literacy: “the platform is very well designed for customer sensibilities of India”, he says.“Exciting new things are happening in qualitative research and leading professionals who seek innovative ways to reach their audiences, are embracing this approach. Online methodologies are now mainstream internationally – and the fast growing methodology is a ‘must’ of the future!”, says Pia Mollback-Verbic of Quipper.
“As the marketplace gets more complex, adding online as a tool enhances the richness and depth of data. When used alongside the usual face to face qualitative studies, it provides a 360 degrees view of our consumers’ homes and lives.”, adds Piyul Mukherjee.
The main advantages are reduced travel and time costs, and an expanded reach independent of location, not just the usual 10 km from facility as is the case in most studies, and moves beyond the ken of professional respondents, an issue in over-researched cities such as Delhi, Chennai and Mumbai.
Saurabh Mukherjea, head of equities, Ambit Capital feels that as corporates and investors' interest in smaller Indian cities and towns grows, Quipper's online platform gives them the ability to get insights into consumer behaviour in these less accessible parts of the country. “Such insights from Quipper's platform can help drive more informed business and investment decisions," he feels.
“It is equally appropriate for hard to reach / low incidence TGs such as High Net Worth Individuals, or low-incidence target groups such as Doctors, experts or specialists.” says Monika Divekar,Vice President,India
Quipper Research is a young and cutting edge market research agency , based out of Mumbai, India.
Categories: Marketing, Market Research,
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by Prakhar | posted: September 13, 2012
This is the age of information. The success of any business is subject to effective outreach and speed of decision based on accurate information, or rather the accuracy of the decision based onresearch. Businesses thrive on the statistics and data that enables them to make market decisions and observe the trends a particular demographic is following. Market research is essential for businesses to perform better.
India, with its diversity and inaccessibility owing to terrain, language and local norms remains a never completely conquered battle field for market researchers. The problems become graver as the need for that kind of research is more than ever, essential for all the sectors viz. private, government and NGO. There have been organizations undertaking the task for long, one such organization is Quipper research.
Established in 2009 by Pia Mollback-Verbic and Piyul Mukherjee in Mumbai , Quipper brings to the vanguard, unique amalgam of ‘Eastern’ and ‘Western’ industry knowledge in the Qualitative Market Research domain. Specializing in cross cultural qualitative market research and hybrid research designs, Quipper claims to have in its arsenal, a 40+ years of research experience.
“Exciting new things are happening in qualitative research and leading professionals who seek innovative ways to reach their audiences are embracing this approach. Online methodologies are now mainstream internationally and the fast growing methodology is a must in the future,” says Pia Mollback-Verbic, co-founder, Quipper. The company recently launched an online market research service. The platform has been developed by the founders of the company and it’s conducive to efficient research as it includes all the essential equipments of an efficient research methodology.
The platform is a boon for researchers and clients involved in the research of hard to reach target groups; these include high net worth individuals and low incidence individuals like doctors, experts and specialists. It is equally beneficial in the areas which are physically hard to access for the purpose of information gathering or where people are reluctant to participate. Now, a single person can go with a laptop and a broadband connection and gather the data by conducting surveys and research and then upload it online on Quipper server. Businesses stand to garner a great deal of light on their market strategy drawing board by this approach. Quipper is alleviating the problems involved in the research of areas with low internet penetration and tech illiteracy with upcoming tech devices.
Image Courtesy | Quipper
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