Product Used: 1Sense

Context:

• A venture capital firm aimed to study supplier preferences, frequency, and alternatives among Indian consumers.
• They also wanted to assess consumer perceptions and satisfaction with various tea cafe chains, as well as benchmark different players based on supply chain and operational performance. To achieve this, they aimed to gather inputs from employees across various brands on the following:
  • Product mix and store network
  • Sales and profile margins.
  • Capital and operational expenditure trends in primary and secondary markets.

Methodology:

• To understand customer preferences, a survey was conducted with 1,543 customers from 10 cities across India.
• To understand store metrics and benchmark different players, In-Depth Interviews (IDIs) were conducted with 36 employees across brands.

Impact/Outcome:

• The client successfully grasped customer preferences and obtained valuable insights into the distinctive strategies employed by different players.

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Objective

• The client wanted to assess the use cases, purchase criteria, purchase journey, awareness of gelatin sponges, and compare with competing products in the market

Methodology

• Held 75+ primary conversations with surgeons and procurement managers of different types of hospitals, medical institutes, and chain hospitals
• Found out the key purchase criteria, purchase journey, and latent needs of the customers
• Evaluated awareness and NPS of different brands of gelatin sponge in the market

Impact / Outcome

• Enabled client to understand key customer KPCs, and latent needs across the purchase journey and identify the preferred gelatin sponge brand in the market

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Objective

• An online teleconsultation player wanted to understand what services the competitors provided, how they were placed amongst the competitors in terms of those services, revenue, and pricing across different modes of consultation (chat, audio, and video)
• Also, client wanted to understand the type of subscriptions provided by the competitors

Methodology

• Created a competitive landscape through secondary research
• Conducted primary interviews with doctors and experts and secondary research to compare different tele-consultation providers across different modes (chat, audio, and video) in terms of pricing, revenue, and subscription packages
• Comparison of different players on # consultations across different modes (chat, audio, and video)
• Price comparison of different players across different modes (chat, audio, and video)

Impact / Outcome

• Client understood the presence of different players in the tele-consultation landscape using different modes for consultation (chat, audio, and video)
• Also, client got in-depth understanding of the pricing, subscription packages of the different players in the landscape and how are they different from hospitals

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Objective

• Client wanted to identify all the medical devices/consumables required in a cancer hospital for a breast cancer patient

Methodology

• Conducted 100+ interviews to understand key pain points, unmet and latent needs of breast cancer patients and oncologists/ medical staff across the continuum of care à symptoms, diagnosis, investigation, treatment, surgery, post-op care, prevention, and wellness
• Assessed pain points and needs specific to medical devices and consumables, annual spend of a breast cancer patient and identified medical devices/consumables required in a cancer hospital

Impact / Outcome

• The actionable insights enabled client to understand medical devices/consumables required in a cancer hospital and identify opportunities where they should enter

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Objective

• The client wanted to understand the current usage of teleconsultation by deep diving into the key purchase criteria, use cases, customer journey, pain points, and how the pain points are being addressed by teleconsultation providers
  

Methodology

• Conducted in-depth interviews with 100+ customers of teleconsultation apps to derive useful insights and gather information regarding the key purchase criteria, use cases, customer journey, and pain points
• Mapped customer journey from experiencing new symptoms to availing consultation to follow-up
• Different use-cases for people to adopt teleconsultation

Impact / Outcome

• Understand the customer preferences for using teleconsultation apps for doctor consultations
• Also, the client understood the customer journey and various pain points of the customers and how the teleconsultation providers are addressing them

Let's talk

Objective

• A large diagnostic chain wanted to do a quick assessment of the patient’s NPS and understand how it varies across cities

Methodology

• Conducted a survey of 1000+ patients across Metro / Tier 1 / Tier 2 / Tier 3 cities and held 100+ patient in-depth interviews to understand patient experience from registration to report collection, gain insights on referral metrics and identify promotors/detractors
• Identified and evaluated the key criteria for referral and who the patients refer to – friends/family
• Understood how the NPS varies across city type and type of center from where the sample is collected – owned collection center, franchisee collection center, hospital partner labs, etc.

Impact / Outcome

• Successfully provided the client with overall NPS and shared insights on how it varied across regions and types of center
• The client was able to understand the root causes of why the NPS was low in Tier 2 cities and franchisee labs and built a plan to improve it

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Objective

• Client in the healthcare delivery space wanted to understand the consumer preferences for integrated healthcare and assess unmet needs. 

Methodology

• Conducted a detailed consumer survey across 21 cities with ~1,500 respondents across different income levels, family compositions, and insurance covers
• The current assessed level of satisfaction for healthcare consumers, unmet needs, spending across channels, and likelihood to switch to an integrated healthcare network

Impact / Outcome

• The client was able to determine unmet needs for their healthcare delivery model and understand prevailing consumer tastes and preferences, spending patterns, and experience with current healthcare services.

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Objective

• Leading online Insurance platform wanted to compare its customers’ digital journey with othe internet-first Insurance players to identify key improvement areas and level of digitization
• They also wanted to understand customer experience before and after claiming the policy

Methodology

• Conducted in-depth interviews with active customers (N = 1500) and churned customers (N = 200) to understand digital journey, key pain points and improvement areas
• Conducted in-depth interviews to understand awareness, customer experience and NPS of all apps and websites of target and its competitors to identify differentiating metrics in core product features
• Conducted mystery shopping to understand digital journey of customer on target vs its competitors
• Understood key competitors’ strengths and weaknesses by elaborate secondary research and mapped those to customer needs to identify clear winners

Impact / Outcome

• Client had a clear view on how it stacks up against competition in creating a seamless digital journey of customer. The client also got actionable insights to develop its tech in core areas to gain competitive advantage

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Objective

• Client desired to understand the growth trends of daily fantasy sports
• User motivation to play daily fantasy sports
• Usage and money spend on daily fantasy sports platforms
• Change in user experience
• Motivation difference among various users

Methodology

• Customer analysis: Input collected from 1,110 customers, which includes N = 1,095 survey responses and N = 15 In-depth Interviews

Impact / Outcome

• Helped the client to gain quantitative insights on daily fantasy sports gaming, need and behaviour of daily fantasy gaming users and understand motivation of various types of users

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Objective

• Client wanted to develop marketing personas based on traveller demographic, pattern, sources of awareness, role of influencers, budget allocated etc.

Methodology

• Conducted mystery shopping (N = 50), in assistance with client stakeholders, across consumer segments to understand ongoing consumer behavior, particularly the digital purchase journey
• Analysed why behaviors / booking patterns differ among customers and reasons for the same

Impact / Outcome

• Helped client develop understanding about different kinds of marketing personas the platform caters to – nature of personalized marketing required to cater to different segments
• Detailed recommendations to client on to leverage insights on travel patterns, awareness, booking habits etc.

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Objective

• An Investment fund wanted to study the customer / contractor preferences and price sensitivity for Building & Home materials industry

Methodology

• Visited stores, demand centers and hubs, and spoke with ground staff and customers (N = 50+) for 3 building material products
• Conducted market research survey for the client (N=1,500) across Metros, Tier 1 and Tier 2 cities
• Spoken with more than 200 survey respondents to understand the specifics of purchase behavior in detail

Impact / Outcome

• Successfully provided client with deep, comprehensive customer / contractor behavior aspects
• Client was able to understand the price sensitivity trend by customer / contractor type, geo, product category and platform type (online vs offline)

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Objective

• Evaluate customer/contractor experience with the client while procuring various building & home materials

Methodology

• Visited two major clusters, one each in North and West India, and conducted in-depth interviews (N = 25) with both existing and churned out customers/contractors who have procured building materials from the client in the past
• Conducted in-depth interviews (N = 20) with Direct Selling Agents (DSAs) to identify product and process level differentiation with the competitors
• Visited competitors’ outlets/shops (N = 15) in both the geographies to understand their product selling approach, channel preferences, etc., taken by them
• Created customer/contractor journey from need generation to channel identification and procurement to delivery process and the pain points faced in between
• Identified gaps in the value chain faced by the contractor/customer while procuring the building materials

Impact / Outcome

• Suggested areas of improvement recommended across both the geographies and approved for implementation by the management team

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Objective

• Client wanted to map the end-to-end customer journey across awareness, consideration, engagement, onboarding and post-onboarding of its partners to reduce friction and identify areas of digital intervention for value creation

Methodology

• Identified the key touchpoints in the partner journey through in-depth consumer discussions (N = 30) in 5 cities to understand the different onboarding and usage journey of partners on the platform
• Conducted unaided focused group interviews to uncover the pitfalls in the partner journey while using website / mobile application of client during the onboarding process
• Benchmarked the partner journey with that of a global industry competitor to identify friction points and areas of digital intervention

Impact / Outcome

• Developed a partner journey and identified areas for digital intervention to enhance the partner experience

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Objective

• A leading chain of vacation homes wanted to understand the role of influencers in booking of hotels / holiday homes by different customer segments

Methodology

• Developed detailed discussion guides to understand the influence friends / family / colleagues (influencers) have across customer segments which affect the decision-making process
• Conducted in-depth consumer discussions (N = 50) across 5 cities to establish different customer segments based on recommendations sought across destination, activities, flight, accommodation etc
• Led focus group discussions (N = 10) to understand the role of friends, family, colleagues, search engines, travel agents have in booking of hotels / vacation homes

Impact / Outcome

• Identified five key customer segments based on influencer role – mapped customer segments to influencer categories to improve targeted marketing efforts

Let's talk

Objective

• To understand the user experience and satisfaction levels with respect to the service as well as the product and reasons for customer / contractor churn basis the voice of customers for building & home materials 

Methodology

• Qualitative discussions (N=15) of current and past customers / contractors across various demographics like cities, revenue levels and price sensitivity buying patterns
• Undertook an in-depth survey (N=50) to measure the satisfaction levels, reasons for procuring from the player, and the pain points, if any
• Interviewed churned customer (N=10) to understand their reasons for discontinuation of procurement and key drivers which would make them resubscribe to the services provided by the client

Impact / Outcome

• Provided client with a dynamic model and deep insights of the current experience of the users along with feedback of erstwhile customers.

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Objective

• An investor wanted to understand the customer feedback on a D2C internet consumer durable company 
• They also wanted to evaluate the strengths and improvement areas for the target company 

Methodology

• Management discussion was conducted with the founders of the target  
• Primary conversations were conducted with 10 customers 
• Primary survey was conducted with 300+ customers, broadly categorized in to first time customers, dormant customers, and repeat customers

Impact / Outcome

• The segment, the company, and the products were evaluated across awareness, needs assessment, purchase behavior, customer experience and benchmarking 
• The investor was able to get an initial overview of the target’s market positioning, customer feedback and areas of improvement

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Objective

• A leading cosmetics brand wanted to accelerate its revenue, brand awareness, network coverage across retail stores, supply chain effectiveness, throughput process and distribution analysis across stores along with salary benchmarking for PoS employees, technology usage benchmarking, and benchmarking of training program (product, sales, makeover) for PoS employees
  

Methodology

• Conducted detailed quantitative survey (N = 1,000) of cosmetics product users across India  
• Conducted trade interviews of distributors, sales officers, retailers, and other relevant personnel such as beauty assistants  
• Carried out market visits to benchmark multiple brands along with the trade interviews (N = 189)

Impact / Outcome

• Client was able to get a recommendation of actionable initiatives which were taken and implemented by the company towards increasing the effectiveness of distribution network and toward increasing the customer experience at POS

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Objective

• The client is a leading PV OEM and had recently introduced a new model in the market, which was not performing as per the expectations and had received pushback from the customers.
• The client wanted to understand customer behaviour, the customer pain points and the reasons for rejection, and wanted insights on ways to mitigate the vehicle rejection.

Methodology

• PGA Labs conducted customer survey across 4 major cities with target customer population.
  
• The customers were asked their pain points and the key reasons for not accepting the new product (model
• The rejection reasons were classified into different categories to get deeper insights e.g., Performance perception (Mileage, maintenance etc.), design issues (built quality, sturdiness, safety etc.), psychographic (brand perception and personal image etc.) 
• Customers were also asked their expectations on the key rejection reasons highlighted during the study

Impact / Outcome

• Based on the study, the client was able to understand the key pain points faced by the potential customers and get critical insights on reasons for rejection. This helped the OEM to take corrective measures and improve the acceptance of the model in the market.

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Product Used: 1Sense

Context:

• The client wanted to understand the MF space with a key focus on non-bank-led AMCs and relatively newer players within the space
• The study included qualitative discussions with MF distributors of various types (Bank RMs, national distributors, IFAs, etc.) as well as experienced investors who have been investing in the MF space

Methodology:

• Conducted IDIs of N = 30 in-depth investor investors to understand their experience, AMC preference, usage, and quantum of investments across various MFs
• Conducted N = 34 in-depth distributor interviews to understand most AMCs sold/demanded by customers, type of funds sold by customer type, the performance of new and non-bank-led AMCs vs more established bank-led AMCs 

Impact/Outcome:

• The client understood AMC preferences among new and experienced investors and the performance of non-bank-led AMCs vs bank-led AMCs

Let's talk

Product Used: 1Sense / 1nsights

Context:

• The client wanted to evaluate an online gold loan player for a potential investment
• They sought detailed information on 4 areas – Market potential of online gold loans, competitive landscape, customer preferences, and benchmarking of the target’s offerings vis-à-vis those of competitors

Methodology:

• Interviews with industry experts and secondary research to build a comprehensive model for market potential.
• In-depth interviews with customers of the potential target (N=47) to understand feedback on the target.
• Secondary research, including websites of banks and NBFCs (N=20) for detailed benchmarking.
• Survey (N=406) of loan consumers across 8 major cities.

Impact/Outcome:

• Enabled the client to understand the overall gold loans market, operations of the target, and preferences of their customers

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Product Used: 1Sense

Context:

• The client desired to understand the key purchase criteria used for selecting MF platforms for different investor net-worth and demographic profiles. The existing purchase and platform engagement behavior was assessed basis of which the KPC was identified. The KPC is for both traditional and new-age discount MF platforms. 

Methodology:

• In-depth interviews (N=15) and a quantitative survey (N=506) were used to analyze the KPC of MF investors taking into perspective the customer journey to arrive at gaps in features and services required. 

Impact/Outcome:

• The key purchase criteria and the rationale behind them as identified during IDIs were warmly received by the client

Let's talk

Product Used: 1nsights/ 1Sense/ B2B Edge

Context:

• PE wants us to understand the Wealth Management industry and benchmark the industry on various parameters such as product features, customer types, brand awareness, etc 

Methodology:

• Benchmarking was performed through primary and secondary research and in 3 stages: 1) Determining the competitive landscape of WMCs in India, 2) Identifying various parameters such as product offerings, sales and acquisition strategies, quality of advice, etc, and 3) Benchmarking the companies through survey, Relationship Manager, customer and expert interviews 

Impact/Outcome:

• Defined the overall Wealth Management market of India and identified the parameters which are impacting the WMCs

Let's talk

Product Used: 1Sense

Context:

• A leading private life insurance player wanted to understand from a customer lens the various issues with its website purchase journey.
• Key areas of research:

Methodology:

• Conducted deep conversations (N=50) with customers who visited the website with the intent to purchase but dropped off at the payment page.
• Mystery shopping on client and competitor websites.
• Mystery interactions with client and competition telesales executives.

Impact/Outcome:

• The client was able to get a detailed overview of a customer’s purchase journey and key areas that are triggering drop-off. They were able to understand the areas where their journey was superior to the competition and vice-versa.

Let's talk

Product Used: Pulse / B2B Edge

Context:

• A traditional Indian insurance firm wanted to carry out competitive benchmarking of sales apps provided by various insurers for different metrics:
  • Appearance and aesthetics-related benchmarks
  • User Engagement
  • Data usage and speed-related benchmarks
  • Unique features and app integration

Methodology:

• Conducted interviews with ~40 channel partners for various insurers to get detailed insights on various apps provided by insurers for different aspects of the sales journey like pre-sales, sales, and post-sales.
• Carried out benchmarking based on relevant metrics like app appearance and aesthetics, user engagement, data usage, speed, app integration, etc.

Impact/Outcome:

• Successfully provided the client with benchmarking results on sales apps for appearance and aesthetics, user engagement, data usage, speed, app integration, etc.

Let's talk

Objective

• To understand the user experience and satisfaction levels with respect to the service as well as the product and reasons for customer churn basis the voice of customers for electronics and large home appliances

Methodology

• Qualitative discussions (N=30) of current and past customers across various demographics like cities, age group, income levels and usage frequency to identify customer persona basis the quantity, price sensitivity buying patterns 
• Undertook an in-depth survey (N=500) to measure the satisfaction levels, reasons for subscribing to the player’s services, up-selling opportunities, and the pain points, if any 
• Interviewed churned customer (N=30) to understand their reasons for discontinuation of service and key drivers which would make them resubscribe to the service 

Impact / Outcome

• Provided client with a dynamic model and deep insights of the current experience of the users along with feedback erstwhile customers

Let's talk

Product Used: 1Sense

Context:

• A global VC fund interested in investing in a new-age credit card player wanted to understand the traditional credit card user experience, feedback & pain points that a new-age credit card can solve.
• The client also wanted to understand traditional credit card usage trends, new-age credit card usage trends, and feedback on Target players and key new-age credit card competitors.

Methodology:

• Conducted a consumer survey with N = ~400 respondents across different cities, age groups, & income brackets.
• Conducted ~20 in-depth interviews with customers to understand user behavior, average monthly spending, use cases & awareness levels.
• Conducted an in-depth analysis of consumer NPS and dominant drivers.

Impact/Outcome:

• The client was able to understand monthly credit card spending habits & key pain points related to the credit card experience.

Let's talk

Product Used: 1Sense

Context:•

• A leading investment firm was interested in understanding the usage behavior, and preferences and suggested key improvement areas for the credit card bill payment app
• The client wanted to understand the usage of each product available on the credit card bill payment app as well as gauge the cross-sell potential

Methodology:

• Surveyed N=1,054 across India to understand the usage, improvement areas, and cross-sell potential of a credit card bill payment app.

Impact/Outcome:

• Client was able to understand the usage of each product on the app and gauge the cross-sell potential of the credit card bill payment app

Let's talk

Product Used: 1Sense / B2B Edge 

Context:

• A leading NBFC wanted to understand the banking needs and preferences of the customers
• The client also wanted to understand the awareness and perception of other NBFCs, public banks, and customers' preference towards digitization of the process
• The client wanted to understand the dealer perception of the client and other NBFCs, preference towards digitization of the process

Methodology

• Conducted survey of N = 2025 respondents to understand their banking needs, KPCs, satisfaction with services, and digitization of the process
• Conducted (N=50)  customers in-depth interviews and (N=15) FGDs to understand the archetype of the customers using NBFCs for vehicle loans – KPCs, current experience, satisfaction with services, etc.
• Conducted (N=19) dealers' in-depth interviews to understand the archetype of the dealers using NBFCs for vehicle loans – KPCs, current experience, satisfaction with services, etc

Impact/Outcome

• The client understood the banking needs, digitization of the process and preferences of various customers in terms of borrowing

Let's talk

Product Used: 1Sense

Context:

• A leading PE fund wanted to understand the banking needs and preferences of the customers (primary, secondary & tertiary banking partner)
• The client also wanted to understand the awareness and perception of small banks like AU bank, Bandhan bank, etc. and the willingness of customers to maintain an account with small banks
• The client wanted to understand the profile of the customers using small banks vs large private sector banks and new large banks ( RBL and Kotak)

Methodology

• Conducted survey of N = 3948 respondents to understand their banking needs (Online & offline), KPCs, satisfaction with digital banking experience, propensity to switch primary & secondary bank account
• Conducted (N=20) in-depth interviews to understand the archetype of the customers using small bank – KPCs, current experience, satisfaction with services, etc

Impact/Outcome

• PE Fund understood the banking needs and preferences of various customers – reasons for opening primary, secondary and tertiary accounts with a bank

Let's talk

Objective

• Client wanted to understand restaurant needs & pain points, present level of digitization, attractiveness of potential offerings and perception of food delivery partners  

Methodology  

• Conducted restaurant owner survey (N = 200) across leading Indian metro and tier-1 cities to understand consumer preferences 
• Conducted in-depth interviews with restaurants owners / managers (N = 30) across 3 cities – Delhi & Gurgaon, Bengaluru and Mumbai  

Impact / Outcome 

• Client was able to understand restaurant pain points across business operations, level of tech adoption by business processes and what could be impactful tech solutions that could help them run their operations more effectively
• Client was able to understand perception of food delivery partners by restaurants, and strengths and pain points w.r.t. Zomato & Swiggy 

Let's talk

Objective

• Client wanted to understand customer perception, NPS and its drivers as well as customer need assessment  

Methodology

• Conducted survey (N > 800) across city tiers, use cases and demographic variables to understand current usage patterns along with overall customer food related behavior (frequency of eating out / ordering-in, number of diners)  
• In-depth analysis of customer NPS and dominant drivers for each of the three segments (promoters / neutrals / detractors)  

Impact / Outcome

• Helped the client with detailed insights on their customer base including use case, total food expenditure and drivers for current customer experience 

Let's talk

Objective

• A PE firm was interested in investing in a modern trade retail chain 
• Typical research case to profile customers buying grocery and apparel from modern trade and general trade stores, map customer behaviour (including purchase frequency, spend etc), understand store and brand perception, and assess competitive advantages 

Methodology  

• Primary field survey of N > 1,200 conducted in 12 different cities to understand reasons behind buying from modern trade and general trade stores across different product categories 
• Also, conducted in-depth interviews of N = 30 in those cities to understand usage patterns for different MT brands as compared to GT stores and map different customer profiles 
• Built a deck based on the survey and in-depth interviews deriving insights on reasons behind buying from GT / MT 

Impact / Outcome 

• Successfully provided the client with deep, comprehensive understanding of what drives the customer towards a particular store, brand differentiation amongst its competitors and reasons for buying a particular product from a store 

Let's talk

Objective

• A large textiles company wanted to run a brand track wherein they wanted to track customer decision making process, usage trends, brand funnel, NPS & experience

Methodology  

• Conducted in-depth interviews with procurement managers of end-use clients to understand key decision-making process for sourcing raw materials, usage trends and key considerations (N = 15) 
• Conducted quantitative survey (N = 150) with small and mid-sized clients of textiles company on a quarterly basis to understand NPS, key strengths and improvement areas, brand funnel and how these are changing with time 
• Conducted quantitative survey (N = 50) with small and mid-sized clients of competitor firms on a quarterly basis to understand relative NPS, strengths and improvement areas  

Impact / Outcome 

• Client understood key strengths and improvement areas to increase share of wallet of its key customers, and also for acquiring new customers

Let's talk

Objective

• An online meat player wanted to assess consumer needs assessment, market potential, and margins across the value chain.  

Methodology  

• Conducted consumer survey (N=600) and in-depth consumer interviews (N=25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes (based on household types, age groups, employment status, gender and meat-eating preferences) 
• Mapped customer journeys for offline and online purchase across organized and unorganized players through customer interviews (N=10) and mystery shopping
• Conducted trade interviews (N=15) of distributors and retailers across product categories (sea food, poultry, mutton etc.) in coastal/other regions  
• Carried out product and service benchmarking for key players (wet shops, modern trade, online, etc.) 

Impact / Outcome 

• Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing online meat players and variation in margins by channel and product type across the value chain. 

Let's talk

Objective

• An online personal care brand wanted to assess consumer perception, brand experience, loyalty, and repeat purchase across seven shortlisted direct-to-consumer personal care brands via a NPS diagnostic  

Methodology

• Conducted consumer survey (N = 1000) and in-depth consumer interviews (N = 30) across 15 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, age groups, income, % disposable income spend on personal care etc) to understand the consumer perception, brand likability and purchase experience of the relevant brands 
• Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in influencing purchases 
• Conducted in-depth SWOT analysis and offering-mapping to depict the performance of each brand on the highlighted parameters 

Impact / Outcome

• Equipped the client with detailed insights on brand perception, purchase preferences, needs in online personal care and how these parameters are driving the overall NPS scores 
• Highlighted NPS scores across different customer segments to understand reasons behind customer satisfaction / dissatisfaction across segments  

Let's talk

Objective

• A leading Oil manufacturer wanted to understand its perception amongst customers vs other competing companies along with reasons for stickiness and detraction. 

Methodology

• Conducted customer survey (N = 500) of customers in 2 weeks across 10 cities (mix of metro and tier 1 cities) for different customer archetypes based on age groups, employment status, gender, income, educational qualification, educational background and years of job experience 
• Calculated NPS across different customer segments to understand reasons for difference in customer satisfaction across different segments  
• Conducted in-depth interviews (N = 20) with customers to understand key reasons for stickiness and propensity to switch to Oil company 
• Used proprietary NPS framework to identify key action items detailing specific improvement points along with identifying relative strengths and weaknesses 

Impact / Outcome

• Client developed clarity on perception, preferences and feedback as compared to its competitors with action points on how to improve NPS.

Let's talk

Objective

• A pan-India cab aggregator wanted to assess consumer NPS, drivers, and barriers to adoption 

Methodology

• Conducted consumer survey (N = 800) and in-depth consumer interviews (N = 20) in 4 weeks across 16 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes (based on household types, age groups, employment status, and gender). 
• Mapped customer journeys for offline and online booking of rides across various types of cab services through customer interviews (N = 10) and mystery shopping. 
• Conducted partner interviews (N = 30) of cab drivers across cities. 
• Carried out price and service benchmarking for key players (online aggregators, traditional cabs, local cabs). 
  

Impact / Outcome

• The client understood relative NPS for self and competition brands, key strengths, and improvement areas. 

Let's talk

Objective

• An online bike-taxi player wanted to assess consumer need for multiple user segments 
• Client also wanted to understand the drivers of adoptions for the brand, reasons for churn and improvement areas to re-establish engagement 

Methodology

• Conducted a survey for 1,000+ commuters using bike-taxi services in India across Metro and Tier-1 cities  
• Conducted 50+ in-depth interviews with churned users to understand factors of promotion / detraction and key pain points with the existing bike-taxi services 
• Analysis of various use cases, frequency of trips taken, average distance travelled by bike-taxi for sub-segments based on geography, income groups, occupation  
• Willingness to pay was analysed for key service parameters for different customer archetypes  

Impact / Outcome

• Bike-taxi users segmented into archetypes and drivers / barriers of adoption 
• Key identifiers of churn and initiatives that could re-establish engagement were also identified

Let's talk

Objective

• The client, a leading online home improvement player was looking to develop an offering to cater to economy clients in the home improvement space and required insights on unit economics, price sensitivity and offerings of other service providers  

Methodology

• In-depth interviews (N>50) of customers across 8 cities (metros and tier 1) who recently had home improvement done or were planning to do so soon 
• In-depth interviews of contractors, home improvement service providers, interior decorators on cost associated with home improvement 
• Comparison of cost of material, interior decorator / advisor fees and labor cost across different service providers 
• Customer requirements and distribution across need for different varieties of service including branded / unbranded material and specific design / generic design 

Impact / Outcome

• Client was provided with cost differentiation points, margins and unit economics benchmarking which enabled the client to launch a focussed offering for economy / low range customer segment 

Let's talk

Objective

• A top e-pharmacy company in India wanted to benchmark its performance across product features and touchpoints against its peers  

Methodology

• Mapped customer journeys for offline and online drug purchase through customer interviews (N = 10) and mystery shopping?  
• Conducted consumer survey (N = 1,200) and in-depth customer interviews (N = 25) in 6 weeks across 25 cities (Metro, Tier-I and Tier-II) to develop customer archetypes and capture NPS for online drug purchase across geographies, age-groups, chronic disease types (diabetes, hypertension, migraine etc.)  
• Conducted competitor’s customer survey (N = 50) to understand detraction from client platform and identify areas of improvement 
• Understood key competitors’ strengths and weaknesses by elaborate secondary research  
• Deep-dived into performance and business journey of international players to find success analogs and sketch best practices for the client 

Impact / Outcome

• Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for other e-pharmacy players and improvement areas to improve its NPS 

Let's talk

Objective

• A leading Fintech company wanted to understand the digital banking behavior of millennials, including: 
• Customer lifestyle, goals & aspirations, purchase behavior, brand preferences
• Banking behavior & pain points with current offerings 
• Financial behavior, preferred payment and investment modes

Methodology

• Conducted customer survey (N = 500) for millennials (21-27 years old) in 2 weeks across 5 cities (mix of metro and tier-1 cities) for different customer archetypes based on age groups, employment status, gender, income, educational qualification, educational background and years of job experience 
• Combed through demographic data from survey to create customer personas to identify best bet for innovative offerings 
• Mapped typical consumer personal finance management journey to identify key pain points 
• Conducted in-depth interviews (N = 25) of financially independent millennials to understand their lifestyle and goals, financial and banking behavior and willingness to adopt new financial offering 
• Carried out product and service benchmarking for key players offerings to identify differentiation metrics 

Impact / Outcome

• Client understood the lifestyle, goals and aspirations of millennials, the gap in their aspiration and reality and the purchase process of large ticket expenses. The client also understood the financial and banking behavior of millennials, their KP?C and pain points. 

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Objective

• An Indian insulin manufacturer wanted to understand customer archetypes and KPC (Key Purchase Criteria) for various insulin delivery devices like syringes, insulin pens, jet injectors, inhalers and pens 

Methodology

• Conducted consumer survey (N = 600) and in-depth consumer interviews (N = 25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes and KPC (based on household types, age groups, employment status, gender, severity, type (Type – I or Type – II) and duration of disease 
• Conducted trade interviews (N = 15) of distributors, stockists, pharmacists and retailers across product categories (syringes, insulin pens, inhalers and pumps) to understand KPC for customers and influencing power of trade in customer purchase 
• Conducted IDIs (N = 25) with medical practitioners, diabetologists and endocrinologists to understand recommendation process for delivery device and degree of choice for the patient   
• Carried out product and service benchmarking for key devices offered by key players to understand scope of differentiation for the client

Impact / Outcome

• Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing insulin delivery device players and process of recommendation by medical fraternity 

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Objective

• A leading public transportation tracking company wanted to understand the level of adoption of consumers with respect to digital usage for bus commute
• Further, the client wanted to understand willingness of commuters to adopt an innovative transportation app

Methodology

• Conducted customer survey (N = 700) in 3.5 weeks across 10 cities (mix of metro and tier 1 & 2 cities) for different customer archetypes across geographies, age-groups, income, and employment categories 
• Mapped typical consumer commute journey to identify existing digital touch points and pain points with traditional means 
• Conducted in-depth service provider interviews (N = 15) to understand the key drivers of digital adoption and benefits of partnering with such an app 
• Deep-dived into product and performance benchmarking of key players to identify level of digitization and functionality 

Impact / Outcome

• Client gained detailed insights on adoption of transportation apps across customer archetypes 
• Client appreciated the detailed analysis on extent of digitization across transportation modes 
• Client also understood key strengths and needs for daily commute transportation app along with customer’s willingness to adopt

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Objective

• The client wanted to identify levers to improve brand health by solving major issues which were leading to forfeiture amongst its customers, further creating a tool to predict retention.  

Methodology

• Conducted in-depth interviews (N>100) with students, parents, and company personnel to develop the driver trees for forfeiture and retention 
• Conducted survey of students (N>300) to understand customer behavior during decision making 
• Compared experience through mystery shopping of different players of varying scale across multiple business models  
• Identified ~10 customer personas and developed a solution framework to address key drivers  

Impact / Outcome

• Client was provided with a deep understanding of customer behavior and the major drivers in their decision making 

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Objective

• To understand the market potential of two-wheeler rental market in India and undertake diligence the target with respect to competition 

Methodology

• Conducted quantitative survey of N = 300 respondents covering major geographies and competitors across India. Also conducted N = 30 on-ground interviews to capture market nuances in ~3 week 
• Benchmarked the business models of various companies operating in the two-wheeler rental market including various features provided by the players 
• Conducted in-depth micro-market analysis and benchmarking of the target vs. next competitor  
• Current market sizing and future potential of two-wheeler rental market in India  
• Conducted detailed revenue modelling for the target over the next 5 year under various scenarios related to electric vehicle adoption 

Impact / Outcome

• Client was provided with an understanding of the dynamics and potential of two-wheeler market, the positioning and strength of various players and the revenue potential of the target 

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Objective

• A leading global PE investor desired to understand the investor experience with different wealth management platforms for different investor net-worth and demographic profiles. 

Methodology

• Conducted quantitative survey (N = 500+) to analyze and understand investor experience with different brokerage platforms taking into perspective the customer journey to arrive at NPS for various features and services 
• Identified investor satisfaction levels with different platform features and value-add services were understood to get a wholesome view of their experience 
• Deep-dived into aided and unaided awareness levels of the customers of both traditional wealth management companies and new age robo advisory platforms 
• Conducted in-depth customer interviews (N = 50+) HNIs to map, verify, and assess their behaviour, key selection criteria, and overall service level experience with the advisors, their platforms, and other services 
• Benchmarked platform and service features, which leads to differentiating factors, and strengths and weaknesses between WMCs and robo advisors 

Impact / Outcome

• The investor awareness levels, usage experience and satisfaction levels with brokerage platforms as identified during quantitative survey were warmly received by the client 

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Objective

• An online logistics aggregator platform wanted to understand profile and business mix of truckers working with them, KPCs for selecting a platform, critical needs and service requirements of truckers, their experience & ideal value proposition for them

Methodology

• Conducted trucker survey (N = 200) to understand the needs and KPCs of truckers as well as their perception of online aggregator platforms and their experience with them 
• In-depth interviews (N = 78) with drivers, DCOs (driver cum owner) and vendors to get a detailed insight on their requirements, pain points and selection criteria 
• Deep dived into different archetypes of drivers, DCOs and vendors 

Impact / Outcome

• Successfully provided client with answers to key research questions through deep analysis of trucker market  
• Helped in targeting specific archetypes of drivers, DCOs and vendors through creation of different value propositions for different archetypes

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Objective

• A large conversational messaging platform in India wanted to undertake a customer survey to conduct pre & post-campaign evaluation that helps them understand the impact of the campaign and recognize brand perception among customers 

 Methodology

• Conducted a survey with N = 900 users of Conversational Messaging Platform (across 7 metro cities and 4 tier 1 & smaller cities) to get insights on their brand awareness, usage, experience, and content consumption 
• Discovered insights on various online platforms’ content consumption by their customers to improve the efficiency of marketing campaigns over different platforms 
• Studied ways to improve brand awareness among the users

Impact / Outcome

• Successfully provided customer awareness across platforms, and Target company’s campaign awareness 
• Assessed customer’s usage & transaction preferences and experience with the target platform

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Objective

• An Indian PG accommodation player wanted to understand customer satisfaction level, favorable price points, required service / offering model in each, and current needs and pain points

Methodology

• Conducted quantitative in-depth interviews (N = 250) of student residents (across metros & tier 1 cities) 
• Conducted in-depth interviews (N = 30) of ground personnel handling ops, student complaints, etc.  
• Created deep level discussion guides to understand customer satisfaction levels, aspirations, KPCs & pain points
• Created transcripts to capture voice of the stakeholders and enable seamless capture of key insights 

Impact / Outcome

• Client was able to understand the customer journey of the target segment and the set of specific services required to provide enhanced experience 
• Client also understood current needs and pain points of the student residents, thereby realizing how its own offerings need to be customized in order to meet target requirements

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Objective

• Investor in Player X (portfolio company) wanted to estimate loyalty and causes for churn among the paid users of the EdTech app

Methodology

• Survey & in-depth interviews were undertaken for users of different exams (UPSC, IITJEE, Banking / Railways) to find the reasons for churn?
• Helped the client with a detailed understanding of the ‘reasons for the subscription of the paid version of the app’?
• Built recommendations for customer retention while acquiring new customers

Impact / outcome

• Identified detailed reasons for app subscription and reasons for customer churn / non-renewal 
• Quantitative insights across exams / city types were reinforced through in-depth interviews of respondents

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Objective

• A leading conversational messaging platform wanted to understand the sentiments of the customers and the suppliers through their respective journeys 

Methodology

• In-depth interviews (N = 30) with 2 Target companies’ suppliers to understand the value proposition, pain points, brand awareness, customer stickiness, tech adoption, customer support, etc  
• Conducted customer surveys (N = 50) to understand the quality, availability, pricing, and payments, consistency, category depth, customer support, etc

Impact / Outcome

• Successfully provided client with a deep understanding of customer and supplier behavior, major drivers, pain points with the help of mapping their journeys

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Objective

• A software development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences of a specialized group of buyers 

Methodology

• Conducted in-depth consumer interviews (N = 50) across prospective buyer groups of different sizes to establish different customer segments and identify their pain points and purchase preferences 
• Conducted quantitative survey (N = 200) across 5 cities to understand hospitals / medical centres pain points and product features that customers deemed necessary in procurement software 
• Conducted A/B tests for the beta version of the product (N = 25) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product 

Impact / outcome

• Client could identify the key purchase criteria of hospitals for the procurement software 
• Client was able to understand user preferences on various product attributes thus feeding into quality product features 

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Objective

• An investor wanted to understand the customer purchase behavior for a D2C internet consumer durable company 
• They also wanted to evaluate the strengths and improvement areas for the target company 

Methodology

• Management discussion was conducted with the founders of the target  
• Primary conversations were conducted with 10 customers 
• Primary survey was conducted with 300+ customers, broadly categorized in to first time customers, dormant customers, and repeat customers 

Impact / Outcome

• The segment, the company, and the products were evaluated across awareness, purchase behavior, customer experience 
• The investor was able to get an initial overview of the target’s market positioning, customer feedback and areas of improvement 

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Objective

• Client wanted to segment the potential customers for a new offering  
• The goal of the project was to create needs-based customer segments, and further test and prioritize solutions for the identified sub-segments  

Methodology

• Conducted primary discussions (N = 90) and secondary research to understand different kinds of customers for the product  
• Shortlisted them based on the criteria finalized with the client 

Impact / Outcome

• Proposed a list of four segments of the potential customers for the client’s new product 
• Identified key customer segments that emerged basis distinguished needs  

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Objective

• An investor wanted to conduct research on an AgriTech company providing services to the farming community in India 
• Client wanted to understand profile of farmers the AgriTech company caters to 
• Client wanted to understand the overall farmer behavior – their decision-making criteria for selection of online AgriTech platform, value proposition of the AgriTech company, usage trends and NPS 

Methodology

• Conducted in-depth farmer interviews (N = 30) and farmer survey (N = 100) to understand farmer profile, decision making criteria, usage trends and NPS 
• Created a dynamic excel model and survey data book to depict the trends in customer profile and awareness, farmer experience & usage, decision making criteria, and farmer feedback on inputs and output 
• Conducted deep secondary research via leading news publications, agri reports, player websites & Government database 

Impact / Outcome 

• Successfully provided client with an understanding of farmer behavior – including their profile, selection criteria, usage trends, experience and NPS, and therefore acceptance level of the value proposition

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Objective

• A leading private equity company in India wanted insights on competitive landscape of AgriTech players in India
• Client wanted to understand in detail the voice of stakeholders involved

Methodology

• Conducted in-depth interviews with farmers (N = 40), retailers (N = 20) & institutional buyers (N = 20) 
• Created transcripts of the interviews to map the voice of various stakeholders and highlight key insights 
• Created a set of parameters to benchmark target with competitors operating in the same space 
• Conducted deep secondary research through various sources to substantiate key findings

Impact / Outcome

• Successfully provided client with overall competitive landscape & also benchmarked key competitors vs target 
• Conducted in-depth interviews to gain a micro-level understanding and mapped the voice of stakeholders

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Objective

• Client wanted to conduct an NPS study for one of its companies operating in milk subscription business 
• The client wanted to understand the overall experience / satisfaction level of the customers w.r.t. the service as well as the product, preference of the platform and change in behaviour and consumption patterns

Methodology

• Conducted N = 130 customer surveys and in-depth interviews to understand the perception and experience of existing as well erstwhile customers 
• Created a dynamic excel model and survey data book to depict the trends in customer profile, consumer experience & usage, reasons for subscribing to the player’s services, up-selling opportunities, reasons for churn across age profile, location & annual household income 

Impact / Outcome

• Successfully provided client with a dynamic model and deep insights from an NPS study conducted with the customers to understand about customer preferences and behavioural change 

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Objective

• A leading tractor manufacturing company wanted to understand its NPS amongst stakeholders, including different segments / personas of farmers, dealers and aggregators
• Client wanted to understand the needs and pain points of stakeholders
• Client wanted insights on the willingness of mechanics to be active advocates of awareness and usage of tractor app

Methodology 

• Conducted in-depth interviews (N = 100) of farmers, dealers, aggregators and mechanics in 5 weeks across 10 states
• Benchmarked different personas / segments among stakeholders, NPS, key needs and pain points in purchasing exchange tractors
• Conducted customer survey (N = 100) for farmers, dealers and aggregators in 2 weeks across 10 states to understand KPC, NPS, drives of promotion and detraction, pain points & improvement areas 

Impact / Outcome 

• Client understood the different segments / personas of stakeholders, their needs, NPS and pain points of tractor app 

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Objective

• An investor wanted to conduct research on an AgriTech company providing end-to-end solutions and services to the farming community in India
• Client wanted to understand profile of farmers the AgriTech company caters to
• Client also wanted to understand decision making criteria for selection of online AgriTech platform, value proposition of the AgriTech company, usage trends and NPS

Methodology

• Conducted farmer survey (N = 1,000) to understand farmer profile, decision making criteria, usage trends and NPS
• Conducted in-depth interviews (N = 40) to understand farmer behavior & their satisfaction levels
• Created a dynamic excel model and survey data book to depict the trends in customer profile
• Benchmarked farmer experience & usage, decision making criteria, and feedback on inputs and output

Impact / Outcome

• Successfully provided client with an understanding of target farmer profile, selection criteria, usage trends, experience and NPS, and therefore acceptance level of the value proposition

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Objective

• A cosmetic player wanted to understand the male grooming market with respect to the major players, employment of right sales channel and different business models used by players 
• Client wanted to also take a deep dive in the premium products & luxury services segments

Methodology

• Conducted in-depth conversations with retail chain owners & top-sellers on online channels to understand the evolving customer needs & their shopping behavior (N = 100) 
• Conducted surveys (N =1,000) with customers (online & offline) on their perception about products & the key drivers of purchase 

Impact / Outcome

• Successfully provided client with holistic view on market share of competitors, and identified the most efficient channel of sales for the brand 
• Client launched a new product line for the current users and segregated between premium & affordable offerings 

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Objective

• A major e-commerce B2C company wanted to reduce the pre delivery returns of the company 
• Understand the root causes of problem and suggest suitable action points for the same 

Methodology

• Conducted a customer survey (N = 1,000) and IDIs (N = 158) with different customers, sellers, delivery boys, warehouse managers, competitors and internal stakeholders to analyze the root causes of RTOs and their estimated sizing 
• Analyzed best practices implemented around the industry 
• Evaluated action points that can be implemented to reduce the RTO% of the company 

Impact / Outcome

• Successfully provided the client with a deep insight into the main drivers of RTO, a comprehensive understanding of the size of each root cause and the subsequent action points for the company 

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Objective 

• A medical device company wanted to assess the satisfaction level of systems and processes laid down for the channel partners  
  

Methodology 

• Conducted in-depth discussions (~45 minutes) with the management – head of operations, head of sales & marketing, etc.  
• Conducted quantitative survey with channel partners (N = 150) dealing with ultrasound solutions, MATC, etc.  

Impact / Outcome 

• Helped client understand the effectiveness, satisfaction & expectations from systems and processes 

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Objective

• A global VC firm was evaluating investment in a leading AgriTech company in India and wanted to validate their business case forecasts to understand full growth potential 

Methodology

• Conducted primary research with both warm and cold connects across farmers, retailers and suppliers (N = 50) to understand costs, brand affinity, share of wallet, etc. 
• Secondary research to understand crop cycles, farmer count, input cost growth and variations by states 
• Engaged in conversations with the management to understand their business model and business outlook for the next 5 years 

Impact / Outcome

• Successfully provided the client with an understanding of future growth (revenue and EBITDA) and potential levers to accelerate growth

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Objective 

• A large hospital wanted to understand the patient feedback for its OPD and IPD services  

Methodology 

• Conducted patient survey (N = 500) for different customer segments (based on gender, age groups, income, etc.)  
• Calculated NPS across different patients to understand reasons for difference in customer satisfaction  
• Conducted in-depth interviews (N = 30) with customers to understand their preferences, growth drivers / barriers  
• Used proprietary NPS framework to identify key action items detailing specific improvement points along with identifying relative strengths and weaknesses 

Impact / Outcome 

• Helped client get clarity on perception, preferences and feedback as compared to its competitors with action points on how to improve NPS 

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