LMRB "Consumer Portrait 2011 - New Frontiers:

An evening - 'Charting the Uncharted'

LMRB unveiled the "Consumer Portrait 2011", the second in the series, in the midst of a distinguished gathering of clients and media, at the Cinnamon Grand. The theme "New Frontiers - Charting the Uncharted" was an apt as well as an intriguing topic for what the pioneer in market research has in store for its clients in the next few months.

"As the premier research institute with a wealth of experience in this market, we take it upon us to anticipate what should be the products and services that will be required by our valuable clients, in the future, and to ensure we are fully geared to provide a solution with our extensive network of resources, both in terms of superior technology and human capital. Our worldwide resources are constantly working on capabilities that will help clients discover true insights to dominate in their relevant categories. We believe in building partnerships with clients where the needs of the client become the beginning of the charting of our map" said Himalee Madurasinghe in her welcome address as the newly appointed CEO of LMRB.

Addressing the audience, Indian Market Research Bureau (IMRB) President Thomas Puliyel, said "We are aware that our contributions are valued by our partners, and that is the very reason we work on being a step ahead always, discovering and sharing what could be used tomorrow. As an organization we strive to discover new frontiers always, and we have the habit of charting the uncharted. Globally we are well connected, we share our learnings with each other, which enables us to synergize and create solutions that are absolutely powerful."

The forum focused on sharing concepts which are ready to be launched immediately. The opening presentation touched on measuring effectiveness of CSR activities to understand their impact on a company or brand's Social Quotient. AV Surya and Nanditha Hettitantri highlighted the importance of measuring the effectiveness of CSR and how powerful alignment of CSR contributes to higher Social Equity. Several impactful examples were shared, leaving with the audience with food for thought.

The presentation was followed by the next session exploring emerging areas that could be exploited in market research to make it more meaningful given the changing consumer behaviour and disinterest in being a part of the traditional methods. Addressing the audience Hemant Mehta said "Consumers are increasingly leading busy lives with little time and patience for sharing their opinions.

Coupled with growing competition and complexity in the market place, the marketers' need for frequent, faster and incisive insights is only growing. These pose multiple challenges for researchers: how can we engage the time pressed consumer? How can data be gathered and analysed faster?

How can we collect more information from the consumer without burdening them? Fortunately, the recent developments in technology - IT and telecom - come to the researchers' rescue. Wide spread adoption of cell phones and the growing reach of internet today offer several exciting options for researchers to gather data quickly with an enhanced engagement of the respondents. Consumer responses can be collected in terms of Text, Picture, Voice or Video thereby providing richer insights into their lives and behaviour."