MRSS India
FutureProof The Enterprise India's 1 market Research Company
Implicit Research Methodologies
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Net Promoter Score

NPS is a metric that holds companies and employees accountable for how they treat customers by measuring the proportion of customers that would highly recommend the company (“Promoters”) minus the number of customers who would not recommend it (“Detractors”).

The Net Promoter Score is not a traditional customer satisfaction framework. Its data is used to develop an actionable plan to drive improvements in customer service loyalty, generally has total commitment from management and since the company acts on customer feedback, sustainable profitable growth is a distinct possibility!

The link between customer loyalty and true sustainable organic growth is well established which provides companies with powerful measurable financial incentives. But unlike financial accounting rules that tempt companies to chase short-term profits at the expense of customer loyalty via the Net Promoter Score framework which requires and inspires organizations to make it right for its customers and employees. It is the business equivalent of the Golden Rule: treat others, as you yourself would want to be treated.


Customer Based Brand Equity

Brand equity is critical in building a business. It is the outcome of positive brand attributes and favorable consequences of brand use. It takes time, patience, and great deal of effort to build brand equity. A brand with high brand equity is an asset as it creates awareness and goodwill resulting in higher revenues, price premium and acceptance of any new line extension. Brand equity is typically the result of brand loyalty that comes with increased market share. MRSS India offers BRIM Index (Brand Resonance Index) as a measure of brand equity. The framework of the model is shown below:

Once a customer is positive about brand’s performance its behavior will reflect in future purchase along with the frequency of purchase. Market factors demonstrated by the strength of distribution will be measured to assess whether the power of brand has been leveraged or not. Brand preference and good word of mouth will create loyalty halo for the brand.


Pricing Research Methods

Price is the quintessential aspect that plays a major role in the purchase of a product or service by a customer. It is a good way of working out the most acceptable price point to consumers. We offer several different Pricing Research methods:

PSM (Price Sensitivity Meter) – to be used when you are looking for suitable price for your product
BPTO (Brand Price Trade-off) - when you want to study the brand and price relationship i.e. how the consumers trade-off between brand and price
Choice Based Conjoint (CBC) - when you want to see how consumers trade off between brand, features and price
Gabor Granger - to be used when with optimal price, price elasticity and demand curve is required

U & A Studies

U & A studies provide information on usage and attitude of consumers. U&A study helps in solving the following marketing problems a business faces like directing market opportunities for existing or new products, efficient market segmentation, choosing the target market and determine product positioning, formulating the marketing mix strategy and evaluating the marketing activities of companies.

While it's not realistic to use the full set of methods on a given project, nearly all projects would benefit from multiple research methods and from combining insights. Unfortunately many design teams only use one or two methods that they are familiar with. The key question is what to do when which can be driven by a 3- dimensional framework with the following axes attitudinal vs. behavioural, qualitative vs. quantitative and context of use.


Mystery Customer Service Evaluation

A view within your organization, a complete observation of Customer Service including other aspect of your business like product promotion, training, compensation & motivation of employees through your customer’s eye is called mystery customer audit. Customer feedback is an excellent way to track and measure the level of service. Mystery Customer Service evaluation will help you to not only meet, but exceeds your customer's expectations. Mystery shopping is the way to gage customer satisfaction. It is an asset to any company’s self-improvement & growth. It can be useful to obtain feedback on a wide variety of company functions. Mystery shopper’s comments, usually will help shed light on problem areas along with measuring your efforts on training but it will also check the level of commitment the Employee has towards their Customer’s needs. Typically our mystery customer framework includes quantitative observations that very often is followed up with qualitative interviews.


Insights Community

We provide our client’s access to a cutting edge online community to help get answers to all their business challenges. The insight community platform not only provides you with high quality data but user friendly tools to analyze and interpret the information. From here, it’s a short step to gain actionable insights to help your business. Our flexible reporting tools allow you to shape data into images and tables, integrate CRM. The platform enables regular feedback from customers via interactive surveys and brings the voice of the customer directly to the brand. This functionality means that key business questions can be answered in hours or days, rather than weeks.


Access Panel – QUICK INSIGHTS!!

MRSS India has nationally representative pre mounted access panels with a cutting edge tool as a back end. A robust platform that promises quick turnaround and high quality data with innovative ways of keeping the members engaged.

A single platform with capabilities of simple to complex surveys along with heat maps and highlighters for all sorts of research and marketing challenges.


Curious Mobile Analytics

Helps our clients take data driven decisions by passively monitoring smartphone behavior on all ios and android devices. What apps are used? How long are they used? Where are they used? This tool helps one make data-driven decisions, about mobile strategy, tactics and products. This is Robust way to assess the frequency and usage of various applications on a respondent’s phoe without reading personal and confidental information.


Suitable for all:

mobile application behavior
new launches

Eye Tracking

Eye Tracking tells you what people see and – more important – what they miss! It is the key to an effective marketing campaign which turns people into buyers. Eyetracking allows us to stop guessing and use the unique features to get proof into people’s attention and behaviour. MRSS India offers remote and wearable eyetracking solutions.

Best suited to:

Understanding what products grab people's attention
Identifying which communications work best and why
Assessing in-store communications
Exploring brand and packaging stand out and performance
Optimizing store layout, category, aisle and fixtures

Market Potential/Sizing

Mapping market potential helps to assess important business decisions. Market potential can be expressed by:

The number of customers purchasing
Amount purchased
Frequency of purchase

It all depends on your specific needs. Market potential can advise you on the best approach to sizing any market. We employ various methodologies and use varying data sets to get the answers for any business. The principles of determining market share and market potential are the same for all geographic areas which is determining a customer profile (who) and the geographic size of the market (how many). This is the general market potential. Knowing the number and strength of your competitors (and then estimating the share of business you will take from them) will give you the market potential specific to your enterprise.

We do a lot of market potential / demand estimation for industrial and busienss to business clients.


Segmentation, Targeting & Positioning

This research is useful when creating marketing communications plans since it helps marketers to prioritize propositions, develop and deliver relevant messages to engage with different audiences. Segmentation, targeting, and positioning together comprise a three stage process, first is determining which kinds of customers exist, then selecting which ones we are best off trying to serve and, finally, implementing our segmentation by optimizing our products/services for that segment and communicating the Brand message. Segmentation involves finding out what kinds of consumers with different needs exist.


Agriculture Research

Indian agriculture is undergoing rapid trans¬formation since the introduction of Green Revolu¬tion technology. The recent policy of liberalisation and globalisation has opened up new avenues for agricultural modernisation. This has not only stressed on improving agricultural inputs, infrastructural fa¬cilities in rural areas but liberalising imports, reduc¬ing subsidies, loosening ceiling laws and generating agricultural surplus for home and international mar¬kets. In view of the increasing prosperity in rural areas demands are being raised for agricultural taxa¬tion and according industry status to agriculture.

A large population is the key driver of demand for agricultural products as rising urban and rural incomes have also aided demand growth. Increasing demand for agricultural inputs has resulted in analyzing various agriculture segments including:

All the above solutions can be used to cater to the growth initiatives of agriculture sector at Macro & micro level:

B2B Research

B2B research enables marketers in being more pro-active, more dynamic and help them understand the future, design market strategies and be informed & prepared. Traditional research practices help in understanding the point of time challenges - end user/customer usage patterns, perceptions, satisfaction etc. B2B research comes in handy for future assessment and works in collaborative manner with the client, offering insights on the various constituents of the market including competition - current & future, products - existing & replacement, engineering breakthroughs offering insights on the way the future is likely to shape up and future plans of competition. The solutions that we provide helps a business in developing business strategy, marketing execution and service quality management.

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