blue caterpillars market research
TRANSCRIPT
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Tuesday, July 19, 2011
Finding a Strong Research Partner
An exclusive compilation by
BLUE CATERPILLARS
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BLUE CATERPILLARS – WHAT LIES IN OUR CORE?
At heart of Blue Caterpillars lies curiosity-- a desire to know and
understand consumers in their cultural context, an yearning to
unravel the unknown, an inquisitiveness to decode the unspoken.
The team at Blue Caterpillars strives at translating such
observations and research data into cogent business insights
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FALLACIES THAT WE BREAK AT BLUE CATERPILLARS
FALLACY 1:
Correctly filled RQ is
equivalent to Right
recruitment
FALLACY 2:
Long Discussion Guide
implies good research
document
FALLACY 3:
No of slides indicate
seriousness & robustness of
presentation
FALLACY 4:
Sticking to a document
without considering group
dynamics
At Blue Caterpillars, we do
not depend on RQs; we
believe in field back checks
At Blue Caterpillars , we
strongly believe in keeping
the discussion guides
focussed and concise
At Blue Caterpillars, we
believe in keeping the
presentation or insights as
crisp as well. It is more a
strategic output than data
overload
At Blue Caterpillars , we
allow our researchers and
consultants to alter the
sequence of DG, yet get
hold of right information
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RESEARCH LACUNA WE TRY TO OVERCOME
Field force generally force fits a
respondent profile into the RQ Criteria
At Blue Caterpillars we don't
Our researchers and consultants do not
mechanically administer a DG, their
focus is on objectives
Presentations are not predictable , we
challenge old beliefs & look at data
from perspective
Database is maintained and fake
respondents are not considered for
research at Blue Caterpillars
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JOURNEY OF BLUE CATERPILLARS SO FAR
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20
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• Inception of BLUE
CATERPILLARS as a
market research firm
• Developed a field
network PAN India
• Signed a 3 yr contract with
HUL as a service provider for
the Western India
• Acquired AMIRA PURE
FOODS, Delhi Based Rice
and packaged food
manufacturer
• Bagged projects from L’Oreal
for their personal care range &
cosmetics
• Extensive work done for UP
Based Iron rod & steel product
manufacturer PANEM STEELS
LTD prior to their market
expansion
• Acquired SOM DISTILLERIES,
Madhya Pradesh based Alcohol
manufacturer and facilitated
market research to them
• Worked on a 10-district socio-
marketing project in Bihar along
with IPSOS SOCIAL
RESEARCH DVISION. A project
of 200 DI and FGD in districts of
Bihar on ORS
• Acquired VLCC PERSONAL
CARE
• Started working for ACN-UAE,
for full-fledged multi-country
studies
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• Started work relationship with
PHILIPS HEALTH CARE and
findings were highlighted in media
• Detailed need-gap analysis work
done for APOLLO BUILDERS
• Work on multiple projects with
global media giant STAR PLUS
• Setting up panel for RK SWAMY
BBDO, multi category across
centers. Worked on many adhoc
studies for FENA, PARAS
• Initiation of work relationship with
retail division of Retail-
RELIANCE AJIO
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WHAT ENABLED BLUE CATERPILLARS TO BE WHAT WE ARE TODAY
BOUTIQUE ATTITUDE
Strong collaborative partnership with ALL clients. Full commitment to each and
every project. Greater senior team involvement, and focus on quality
BREADTH OF OFFERING
Think beyond traditional methods- shift from stereotyped FGDs & DIs consumer
labs, immersions, ethnographic studies, activation workshops, on-going
conversations through online panels, bulletin boards, live chats, blogging, whats
app group
CULTURIST-VIEW
A strong and in-depth understanding of cultural context. Different cultural
symbols can unlock a wealth of insights and rationale for consumer behavior. We
boldly say that we understand this well
CROSS CATEGORY TRANSFER
Transfer learning from project handling in one category to project innovation in
different category. Mundane work and repetitive work does not excite us, we keep
learning and transferring the learnings from multiple sources to our clients
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BLUE CATERPILLARS – RESEARCH CAPACITY
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BLUE CATERPILLARS – TOOLS & TECHNIQUES
T-test Conjoint Analysis
Cluster analysis
ANOVA Factor
Analysis Regression
Analysis
Quantitative tools
Mapping Idea
Generation Picture Analysis
Quasi-statistics Personify &
Imagery Laddering
Qualitative tools
As a research partner, we would advise on long term and short term business strategies
As a research partner, we would recommend business strategy for each identified focus market
As a research partner, we would suggest on unmet consumer needs and identify gaps for products / services
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BLUE CATERPILLARS – DOMAIN EXPERTISE
FMCG HEALTHCARE
REAL ESTATE MEDIA
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BLUE CATERPILLARS – RESEARCH WAY
•No database fake recruitments
•Quality control on recruitments to avoid fake & repeat respondents
•Proper back checks by senior field executives
•Keep RQ simple and easy to understand for field recruiters
•Detailed briefing on requirement of profile
Recruitment
•Free-flowing moderation, not restricted to DG
•Moderators who were either ex-researchers or with more than 8 yrs of moderation experience
•Focus on research objectives while discussions
Data collection
•No data loss during transcription
•Analysis by special tools / techniques
•Report writing is not templated or based on past experience
•Presentations are crisp and pointed
Data collation
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BLUE CATERPILLARS – REACH
PRESENCE ACROSS METROS
Delhi
Mumbai
Bangalore
Hyderabad
Chennai
Kolkata
Adding on more centers ..
PRESENCE ACROSS TIER 2 CITIES
Guwahati
Nagpur
Patna
Lucknow
Indore
Raipur
Ahmedabad
Jaipur
Amritsar
Ludhiana
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BLUE CATERPILLARS – ABOUT THE TEAM
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BLUE CATERPILLARS –FOUNDER & RESEARCHER
Sneha Jain
Sneha is a philanthropist at heart, a go getter who is inquisitive about people and their behaviour
An alumnus of IIM-Bangalore , Sneha has more than 8 years’ experience in executing multi-sited projects,
handling large teams, international as well as rural projects
She has led projects which were a combination of innovation and deep data analysis. Several projects that
she personally handled included extensive research and development of innovative strategies for a variety
of clients. Like STAR TV, COLGATE, MARICO
Her experience ranges across categories like Media, Retail, Real Estate, Tea, Hair care, Personal Care,
Fabric care, Telecom, Perfumery, Farm Equipments, Paints
She is a vivid traveller who loves to explore different religions, cultures, customs. Well –travelled across
India and outside India as well
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SENIOR QUANTITATIVE RESEARCHER
Soumen is a dynamic research professional with more than 16 years of experience in marketing research.
Clients acknowledge his core strength of being a ‘deep diver’ - always questioning, persistent in
scratching the surface.
Highly Proficient in advance statistical analysis like Conjoint, Regression, Cluster Analysis, Factor Analysis ;
he loves to dabble with numbers
He has vast experience of working in the sector of personal care, FMCG, cement, telecom, health care,
cement, banking & paint industry
He loves to work on studies at different stages of research – early, mid & late to deliver innovative new
solutions to meet client objectives effectively
Someone who has numbers on his finger tips, Soumen is a key resource to Blue Caterpillars
Soumen Chowdhury
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SENIOR QUALITATIVE RESEARCHER
Nivedita is a senior research consultant with us . She has a career spanning over 20 years of brand
planning, consumer insights mining and market research. She has valuable experience in understanding
the Indian consumer across geographies, cultures, socio economics and life-stages
She was a part of the strategic planning, communication development and insights cell of Draft FCB and
Grey Advertising. She has vast experience working for clients like PepsiCo, McDonald’s, Perfetti, Pizza Hut,
Microsoft, Hewlett Packard, NIIT, American Express, De Beers, Reckitt Benckiser etc
She consistently serves as the voice of reason in the oft experienced pandemonium of the research world
to deliver innovative new solutions to meet client objectives effectively.
Nivedita has a Bachelors in Engineering with a Masters Degree in Business Economics.
Nivedita Singh
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High Vast Experienced Tangential Instant High
Low Limited Amateur Linear Delayed Low
Operating costs
Field network Moderators & Transcribers
Researchers Delivery time
Long term client commitment
Adept
BLUE CATERPILLARS - THE DIFFERENTIATOR | THE SKILL AND WILL
Novice
Insight mining process
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T H A N K Y O U
For more details contact:
Sneha Jain
91-8085128403