10-15% offshore business of $17-bn Global Market  Research Industry expected in India
http://economictimes.indiatimes.com/articleshow/810052.cms

According to the article published in Indian press 10-15% offshore business of $17-bn Global Market Research Industry is in the offing for India. Major players in the industry are ramping up their capacities to capture the growth opportunities.

Cross-Tab perspective

Commenting on the article Praveen Gupta Director of Cross-Tab said his company is expecting a year on year growth of 100%. Cross-Tab is focusing on Global Market Research agencies, which according to Mr. Gupta can outsource a major part of their data processing and data analysis work to achieve substantial cost savings. Most agencies are currently outsourcing basic work such as data processing and survey programming, but Mr. Gupta feels that in time they will also ramp up outsourcing of high-end work such as data analytics and CATI (Computer Aided Telephonic Interviewing), this trend is already being seen by Cross-Tab with some of its clients.

TNS plans to ramp-up its outsourcing operations in India

TNS has built a 33,000-square-feet premise in India in order to increase its outsourcing activities based out of India. Presently data processing comprises a major chunk of the outsourcing activities. TNS is also exploring areas such as monitoring the quality of IT services and software development in India.

Mike Kirkham, chief executive, TNS commented, "The main reason for tilt towards India is the availability of skilled manpower. TNS has 150 people in data processing alone in their Hyderabad based center; the number will go up to 260 by the year end, and 400 by next year".

Market Research- Towards better reach and faster search!
By Kedar Sohoni

Technology is revolutionizing the way Market Research is conducted worldwide. It is now possible to conduct scientifically accurate market research using online and CATI (Computer Assisted Telephonic Interviewing) technologies. While these methods have gained high levels of acceptance in other countries, their level of penetration in the Indian market research is relatively low.

Lack of organized databases has probably hindered technology intensive automated market research in India. Online Research requires creation of huge valid opt-in databases. This is especially difficult due to the low rate of internet penetration in India. The penetration rates are quite high for upper socio-economic groups, therefore online research is a good medium for products consumed by these people. CATI, which is very commonplace in other countries, doesn't have that much acceptance in India not just due to consumer resistance to talk to strangers on the phone but also due to lack of accurate detailed telephonic databases. On the other hand, call centers set up by numerous companies like financial institutions for servicing their consumers could also be used for focused telephonic market research amongst current and potential customers.

In such a scenario, both, the clients and the researchers need to stick their neck out, make commitments, not just monetary but also in terms of willingness to explore innovative options. Technology would not just help reach out to your most 'difficult to reach' consumer but can also help in reducing the inefficiencies of data collection, entry and analysis and help in saving time and costs. The initial high costs for setting up the infrastructure would then be offset by the recurring benefits that accrue.

A large validated online database, good quality online survey technology backed by strong market research skills, in my experience spanning over 150 online surveys in the last 3 years, has shown that this can indeed be a viable methodology even in a relatively low Internet penetration market like India.

Kedar Sohoni is a Director and co-founder of Cross-Tab Marketing Services

Harris Purchase of Wirthlin Worldwide

Harris Interactive® (Nasdaq:HPOL) has acquired Wirthlin Worldwide, a privately held, premier opinion research and strategic consulting firm, headquartered in Reston, Virginia. Says Robert E. Knapp, CEO of Harris Interactive "By joining forces, we can now introduce the added benefits of online research to the executives of 300 more companies".

The merger creates opportunity for over $1 million in potential savings; it makes the merger immediately accretive. The merger presents opportunity to convert 15% to 20% of traditional revenue to the Internet and creates large cross-selling opportunity among 1000+ combined client base generating a synergy.

comScore Buys Q2

comScore Networks has announced the acquisition of custom survey research and consulting firm Q2 Brand Intelligence. The Q2 organization will be integrated into comScore's survey research division which will be known as comScoreQ2.

Q2 has extensive experience in the consumer packaged goods, retail, financial services and technology industries, with current clients including Borders Books, The Hartford Financial Services Group, PETsMART, Sun Microsystems and Ticketmaster.

Dr Henry Chesbrough tells market researchers to focus on innovation

Professor Henry Chesbrough came to Lisbon with a strong message for the MR industry. He told his audience how 'MR is often used to kill innovation, rather than promote it'.

He wanted his audience at the ESOMAR congress to think hard about why MR doesn't create innovation more often. Chesbrough emphasize - If we want to bring the voice of the customer into the innovation process, with revolutionary products in new markets, I think MR will have to do some innovation itself.

WIN express concern about - Value Perception of MR

Cross-Tab Director Mr. Kedar Sohoni represented the MRSI (Market Research Society of India) at the WIN (World Industry Network) at Lisbon held prior to the ESOMAR Congress

The main issues discussed in the meeting were circling around improving the value perception of market research and need to get closer to the decision makers with research findings. The representatives from around 50 countries tried to find some substantial solutions to improve quality standards and get talent for the industry.

Mr. Kedar Sohoni restated that the same issues are discussed even on national level at MRSI meetings. He feels that the benefits of market research and the value added by it in Segmentation, Positioning and finding Customer Satisfaction have to be highlighted for improving value perception of market research.