IMRB International - Business Divisions and Services

Business Divisions and Services

Given the specialized nature of its work, IMRB is organized into several independent business divisions that focus on specific areas of market research. It currently has 8 business units in addition to its oldest division-the quantitative research division.

Name of Division Year of Establishment Areas of Expertise Scope of Work
Quantitative Research Wing 1970 Quantitative custom and syndicated research, National Foods Survey
  • Responsible for a wide range of data analytics
  • Comprises the bulk of IMRB's custom research
Probe Qualitative Research 1979 Ethnographic, qualitative custom research
  • Integrates insights from anthropology, psychology and the social sciences
Media and Panel Group 1992 MarketPulse, TGI, custom media research
  • Tracks over 70,000 households purchase behavior
  • Conducts custom specialized media research
Business and Industrial Research Division 1994 ICube, ITops, WAM, B2B consulting
  • Runs WAM, India's Web Audience Measurement service
  • Brings out industry/ sector specific reports
Brand Science 1996 New tools that help understand brands, and communication in an Indian context
  • Provides brand and communications consulting and advisory services
Customer Satisfaction Management and Measurement 1994 Customer and Employee satisfaction surveys, Loyalty Programs
  • Focuses on stakeholder researcher-employees, vendors, shoppers
  • Tracks employee satisfaction and stakeholder loyalty levels
MindTech Systems 2001 Market research software, data fusion, CASS (computer aided survey systems)
  • Provides customized software and platforms for data collection and analysis
  • Provides software support for television audience measurement, and retail purchase data collection
Social and Rural Research Institute 1991 Developmental Research, Public Health Research, All India Health Survey
  • Primarily services aid agencies, NGOs, and the government
  • Responsible for the largest UNICEF Survey on polio, data collection for National Family Health Survey
Abacus Market Analytics 2001 Data processing, advanced analytics, market research software
  • Handles operations in data processing, charting, statistical analysis, database management and updation, software development and testing

In addition to its eight specialized units, IMRB also has Abacus field offices that are responsible for the recruitment, administration and quality control of survey responses.

While a significant amount of its work involves customized research such as usage studies, branding studies, public opinion research, concept testing, product testing, need assessment studies, packaging and label research, and market segmentation studies IMRB also offers a variety of syndicated research products and reports that are widely used as industry bench-marks of consumer behaviour, such as

  • MarketPulse, a continuous monthly tracking of household purchases across various FMCG categories. The panel covers over 70,000 homes with 56,000 homes in urban and 14,000 in rural India and is widely used as a benchmark for purchase, and pricing behavior. It’s counterpart the Elite Household Panel tracks information in affluent, urban households
  • WAM and RAM, which is a standardized audience measurement systems that sample web and radio audiences, and provide real time detailed segmented data on web usage behaviors
  • ITops and ICube, syndicated annual research reports on the landscape of new technology in India
  • TGI India, collaboration with TGI, which provides the largest single source marketing and media information covering data on consumer attitudes, motivations, media habits and purchase behavior.

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