Entering the world of

Perspectives Beyond the

Obvious
 Drshti is a technology enabled Strategic Consulting and Marketing
About Research firm headquartered in Mumbai, India, offering our services in India
and SE Asia. We were established in December 1994 and have several awards
to our name.

Us We focus on providing information based strategic perspective and have a

philosophy of questioning established norms and theory, in our search for
thinking that works.
We have assisted various companies in turning around and in building strong
brands.
 We use multiple qualitative and quantitative research methods to

What we
converge at solutions to strategic issues and questions.
Our solutions are based on intelligent analysis and insight, and a deep
understanding of what consumers really need.

offer The design of every project is customised to the contours of the need
from which it arises.
Our services cover, but are not exclusive to, the following areas:

Brand Communication Consumer Insight Product Human Resource

Customer/User
understanding & evolution & & Culture innovation and & Corporate
Experience
assessment testing understanding evolution Culture
 1. Consumer understanding, attitudes, trends
2. Category explorations
3. Culture explorations

Range of
4. Need / latent need and gap identification
5. Opportunity mapping
6. Concept development (products,
1. Ideation for new products/ communication)
needs 7. Semiotics

work
2. Concept development/ Exploratory
modification (product/
communication)
3. Pack development
Creative/ Definitive/ 1. Habits and practices
4. Co creation developmental behavioral 2. Usage and attitude
5. Branding/ brand name
development Evaluative
6. Brand architecture
7. Ux
1. 360 Degree Brand Diagnostics
2. Concept/ product/ communication pre/post testing
3. Packaging evaluation
4. Brand equity, Brand architecture, Brand
extensions
5. Corporate Culture
6. Customer Satisfaction

Brand Product Communication Corporate & HR Consumer trends Futurecasting

 Proprietary Tools/ IP
VALUE
VALUE BASED
BASED POSITIONING™
POSITIONING™ NEW
NEW LAUNCH
LAUNCH TRACKER™
TRACKER™
arrives
arrives at
at aa value
value based
based positioning
positioning for
for A
A new
new product
product launch
launch tracking system, that
tracking system, that provides
provides diagnostics
diagnostics of
of all
all the
the elements
elements of
of the
the launch
launch
aa proposed offering
proposed offering mix,
mix, from
from the
the consumer
consumer viewpoint
viewpoint (awareness,
(awareness, trial,
trial, repeat
repeat and
and diagnostics)
diagnostics) to
to trade
trade (distribution,
(distribution,
CUT
CUT (Concept Use
(Concept Use Test)
Test) based
based display,
display, POS, Satisfaction, consumer behaviour at POS) – and can provide predictive shares
POS, Satisfaction, consumer behaviour at POS) – and can provide predictive shares

HOLISTICS
HOLISTICS OR OR MIX
MIX TRACKER™
TRACKER™
A
A brand
brand tracking
tracking model
model that
that
measures advertising effectiveness,
measures advertising effectiveness, BRAND
BRAND VALUE
VALUE MONITOR™
MONITOR™ BASETRAK™
BASETRAK™
brand
brand health,
health, and
and market
market health
health as
as A
A model that examines brand
model that examines brand equity
equity A
A brand
brand tracking
tracking model
model that
that measures
measures advertising
advertising
well as POS or trade level diagnostics
well as POS or trade level diagnostics through a 7-level brand pyramid
through a 7-level brand pyramid effectiveness, brand health
effectiveness, brand health
for
for aa market
market 360
360 (distribution,
(distribution,
display,
display, POS,
POS, Satisfaction,
Satisfaction, consumer
consumer
behaviour at POS)
behaviour at POS) IMPAC™
IMPAC™ pack
pack evaluation
evaluation using
using semiotic
semiotic decoding
decoding and
and element
element analysis
analysis
 Proprietary Tools/ IP
BREAKTHRU™
BREAKTHRU™ an an NPD
NPD process
process leading
leading from
from insighting
insighting and
and opportunity
opportunity identification
identification through
through concept
concept development
development involving
involving
ethnography
ethnography and
and co-creation
co-creation with
with consumers
consumers

ICE™
ICE™ a a methodology
methodology that
that uses
uses metaphors
metaphors REAR
REAR WINDOW™
WINDOW™ the the Drshti
Drshti Ethnographic
Ethnographic methodology
methodology for
for deep
deep insights
insights into
into
–– visuals,
visuals, collage,
collage, story
story telling
telling techniques
techniques consumer lifestyles and understanding of needs and latent need gaps
consumer lifestyles and understanding of needs and latent need gaps
to
to trace
trace the
the emotional
emotional experience
experience cycle
cycle
and
and understand
understand image
image and
and positioning
positioning
spaces
spaces PLAYWAY
PLAYWAY a
a specialised
specialised approach
approach for
for children
children

BRANDSHOP™
BRANDSHOP™ aa holistic
holistic 360
360 degree
degree NAMESHOP™
NAMESHOP™ brand
brand name
name generation
generation and
and selection
selection methodology
methodology
brand
brand equity
equity understanding
understanding toto arrive
arrive at
at
the core and peripheral values of a brand,
the core and peripheral values of a brand,
brand
brand architectures
architectures and
and extension
extension THE
THE PASSION
PASSION WHEEL™
WHEEL™ used
used to
to understand
understand and
and hone
hone positioning,
positioning, plan
plan portfolios
portfolios and
and
possibilities
possibilities brand
brand architecture
architecture and
and create
create hard
hard hitting
hitting communication
communication
 Drshti was a pioneer in online insights capture.
Drshti Today much of the work happens online using
Drshti Infomonsta and platforms such as Zoom.

Online Separate modalities and methodologies for consumer

recruitment, quality control, onboarding and conducting online
research
Studies conducted online include concept research,
exploratory usage and attitude, visual identity, online
panels and observation/ ethnography, communication
research and much more.

Brand Product Communication Corporate & HR Consumer trends Futurecasting

 The InfoMonsta software built to capture insights
InfoMonsta through mobile devices and the web
• Designs forms, collects data on web and android and analyzes

Research • Android app on user device allows you direct access to TG for surveys
• A cookie to track users’ web browsing behavior
Services What does this allow?
Drshti Online • Q&A surveys

Insights Capture App • Tracking of social and purchase behavior within the signed up universe
• Linking behavior to stimuli, e.g. advertising, discounts, etc.
 DIY Tools for Marketers
DIY Q&A research on your field force
DIY direct to consumer Q&A on panel
Web behaviour tracking

InfoMonsta Linking web behaviour to Q&A

Marketing 1. InfoMonsta Sales Force – Track your

sales force and order booking 1. InfoMonsta Events – Measure events

Services 2. InfoMonsta ‘Distribution Planner’

(Map based) – Analyze your
distribution network and plan
(feedback, audience poll) and
provide necessary materials ( kit ,
map, etc.) to all attendees
accordingly 2. InfoMonsta Employees – Understand
your employee’s satisfaction level
3. InfoMonsta KYC – Sales force
product for BFSI
 Field Setup
• We have an in-house field management team

Our Setup •
•
We have field partners in all major cities and towns
We do fieldwork F2F, online as well as telephonically depending on Client and study
requirements
• We take up rural studies pan India
• All interviews are done using tablets and data is recorded on InfoMonsta
• All interviews done in the first two days of fieldwork are scrutinized by the Project Leader
• We are the only agency doing 100% back checks
• Quality checks are done by Drshti’s QC team. All interviews which fail the checks are
rejected
Our Setup Analysis Setup
• We have an in-house Data Processing team
• Scrutiny, coding, data entry, cleaning is done in-house. Edit packages are prepared
by Drshti’s analysis department
• In order to ensure quality, data is subjected to a set of edit checks
• Data processing is done by Drshti’s EDP department ensuring total confidentiality
of Client’s data
We have worked with…
Showcase Our work
 Royal Enfield one of India’s most iconic brands, was at a crossroads as to how

Return of to plan their portfolio, leveraging brand strengths while correcting for
weaknesses.

the King Drshti partnered RE over a 5 year period: initially understanding the Royal Enfield Brand
DNA of the mother brand and sub brands through ethnographic immersions and ride outs
with Enfield users, rider clubs.
User experience also guided design and portfolio decisions.
Internal insighting workshops created consumer sensitivity within the organisation

When new designs emerged, we conducted quantitative bike clinics and product tests to
evolve their new offerings.

The highly successful Royal Enfield Classic, and many sub brands
thereafter, emerged from this process. To date, Drshti is closely involved
with Royal Enfield brands and continues to test their products prior to
launch.
 Our client wanted to discover a new series of juices and drinks. Drshti took on

The Flavour a study to uncover fruit flavours pan India- unearth traditional as well as
popular fruit based drinks and identify the ‘twist’ that brought in the magic to
the concoction.

Trail Innovative 2-phased research:

Phase 1 : Flavour Trail: researchers and clients experienced together the popular drinks of
various regions pan India. These were subsequently analysed, culminating in a report with
the key emerging themes from the flavour trail – pan India as well as region specific ones

Phase 2: A day long workshop in which the emerging flavour themes like ‘fire & Ice’, ‘the
dark side’, ‘the thirst quencher’, ’good for you’, ’Decadent Indian’ et al were decoded as
well as the participants experienced the regional flavours, combination of fruits as well as
the condiments and in the process link it back to the themes discussed earlier on

This methodology of open-ended exploration and experiencing varied fruit

based drinks and uncovering the ‘kick’ that made it popular was to inspire
the R&D to create varied flavours for candies in the future
Shot in the
How do you differentiate your pension plan from others in a parity
market? Aegon Religare needed a strong relevant human insight to
peg a clutter breaking campaign.
Dark Drshti conducted a multi method qualitative study using Focus Groups and In
depth interviews to arrive at key insights on the category.

The biggest insight that we came back with:

Pension Planning is a shot in the dark- a decision made based on pure
conjecture and total lack of credible information

Aegon Religare created an entire campaign on this insight popularly

known as “KILB” – kam insurance lene ki bimari.
The campaign was a huge success and raised queries for the plan
significantly
Finding the
A leading shaving products company wanted a deep
understanding of the small town Indian male and approached
us.

Edge We did a video-ethnographic research carefully designed to ensure that we

were able to convey visually the lifestyle and attitudes of the small town
Indian male, without being intrusive.

The study was not only successful in obtaining high quality

insight, but also was presented as a series of films, carefully
edited to meet international standards.
 A leading paints major approached us to help evolve their fashion

Colours of colour palette for the forthcoming year. This would guide their
entire colour projection for the next year.

the Year We formed a core team with their core marketing and their in house architect/ interior
designer experts and followed a phased pattern involving the following:
• A colour scan based on cross category use of colour in décor, to arrive at the trending
colours across the country, analysed against the backdrop of culture
• Involvement of leading Sociologists, Design experts, Film Designers, etc. to help
interpret and ratify emerging themes, evolving them further
• A consumer scan of homes of select Lead Consumers to arrive at trends from the
consumer perspective
• Analysis and presentation of themes to the internal team who then used these to
evolve these further using the research inputs
• Creative workshop involving leading experts to ratify the themes and create mood
boards that helped their creative expression

This process led to the evolution of the Fashion Colours for the year, a
study where we worked very closely with the client team.
Outlook-Drshti Drshti was associated with Outlook Magazine for 4 years on the following for
their Annual Ranking of Top Business Schools and Engineering Colleges

Ranking This is published every year in the Outlook Magazine

In order to rank India’s best B-schools/ Engineering Colleges, Drshti designed a

detailed, rigorous methodology involving inputs from all the stakeholders—the
colleges, recruiters, faculty and students.
 Our leaders A K Balaji Prasad
Shobha Prasad
Award winning researcher and strategist with over
two decades in consumer insights and advertising
PGDM from IIM Calcutta Balaji is a career
researcher and innovator, and a much sought after Shobha has presented award winning papers at the
strategist. ESOMAR and MRSI conferences and is known for
His strategic perspectives and acumen guide the her thought provoking and often disruptive papers.
business directions provided for each study that Drshti She has also been a keynote speaker at Festival of
undertakes. New MR, and at the Australian Marketing and
Social Research (AMSRS) Conference.
He is also an acknowledged expert in Conjoint and
multivariate analysis. He is the primary developer of She has a regular bi-weekly column at Research
InfoMonsta, involved in the speccing and in the World published by ESOMAR, called
evolution of the offering. He is an avid observer of “SHOBSERVATORY”.
social change and evolving technologies, and is a
natural innovator in the space.

Srinivasan Raman
Srinivasan is one of the early leading qualitative researchers of India, with significant
exposure across various research tools (qualitative, quantitative, ethnography, semiotics
and cultural research).
Srinivasan's last engagement was a 13-year stint with Hansa Research as Executive
Director and Board member in Charge of all Custom Research Business in India. Prior to
that he was President at Pathfinders, the research division of Lowe Lintas. He started his
market research career with a 17-year stint at ORG-MARG A C Nielsen where he left as
Vice President.
Srinivasan created a successful interplay of qualitative insights into the traditional
quantitative measurement tools. and extensive experience in idea generation and
 A journey
through our Drshti White
thoughts Papers
 Best Presented Paper ESOMAR Qualitative Conf. 2014
“The Fickle Mistress- Loyal Consumers, Changing Brands and the
Change- Constancy Conflict”

Award Winning Best Paper and Peter Cooper Award for Qualitative
Excellence ESOMAR 2013
Papers “The Power of Dark Side – motivation, positioning and the seven
deadly sins” (ESOMAR Qualitative Conf. 2013)

Best Paper Award ESOMAR Qualitative Conf. 2010

“Why some slumdogs feel like millionaires and some millionaires like
slumdogs- the Theory of Multiple Poverty Lines”

Best Presented Paper ESOMAR APAC Conf. 2010

“Listening to the Sounds of Silence”
 “Breaking News!” – what Research can learn from the News Media- ESOMAR
Qualitative Conference 2017

“Cleansing the Lens”- ESOMAR Qualitative Conf. 2015

“So many different suns” – How successful brands hit the conflux of affordability
and aspiration. (ESOMAR APAC Conf. 2012)

The Thought “In search of platform of nine and three quarters” – setting up a youth net - based
panel. (ESOMAR Qualitative Conf. 2008)

Provokers Light in the heart of darkness: The evolution of Chirag (MRSI Qualitative 2012)

Hoodibaba!! An ad test with a difference (MRSI Annual Conf. 2005)

(MRSI ‘95-2000)
Mutual Funds – A choice cum Equity model
Influencers in Investments: Examines the role of different influencers in the
investment process
Want-see-do: Examines the motivational and perceptual structure of the investor
 [Link] [Link]
esearchers-you-should-follow/ msO3mK0IyCeCN/The-power-of-the-dark-side-of
-[Link]

Drshti in the News

[Link]
tory/what-recruiters-want/292053
[Link]
hools-in-india-2013-by-outlook-drshti-survey-
[Link]
Thank You