Harsh Pandey, Managing Director of Takumi Research, brings 15 years of research experience and a PGDM in Marketing Management to his role. In this episode, we talk with him as he defines Takumi research’s role in planning company goals, setting strategic direction, and implementing operational policies.
Also, he explains how his leadership focuses on aligning the organization with its mission, guiding business teams, and actively closing business plans.
#TakumiResearch #Businessplanning #CompanyGoals #BusinessAnalysis #PGDM #TakumiResearch #GoodReturns #Oneindia #Oneindianews
~HT.97~PR.320~
Also, he explains how his leadership focuses on aligning the organization with its mission, guiding business teams, and actively closing business plans.
#TakumiResearch #Businessplanning #CompanyGoals #BusinessAnalysis #PGDM #TakumiResearch #GoodReturns #Oneindia #Oneindianews
~HT.97~PR.320~
Category
🗞
NewsTranscript
00:00Hello and welcome. Today we are going to talk about market research. We have Mr. Harsh Pandey,
00:06Managing Director, Takumi International with us. Welcome Harsh.
00:09Thanks so much Shruti for inviting me for your show.
00:16My first question to you is how does Takumi International tailors its market research
00:21services to meet specific needs of different industries like say advertising or industrial
00:29research?
00:30Yeah, it's a very good question. Takumi International has expertise in doing all kinds of research
00:36right from conceptual state of product or services to product extension or line extension.
00:43However, our expertise lies in consumer research, political research, agricultural research
00:51and social research. Answering your question related to advertising research or industrial
00:58research. Basically, advertising research is a part of consumer research, I'll say.
01:04And in this sector, we do packaging, labeling research, ad test. This is specially designed
01:13to all linked in control environment and DAR, day after the call. That is advertising research.
01:26As far as industrial research is concerned, it is not commonly done research and methodology
01:32and sample size is very different from other type of research. Hence, industry expert pool
01:38of people are available for conducting industrial research.
01:43So how does your team ensure the accuracy and reliability of the data that is collected
01:50through your research methods?
01:54Your question is directly related to quality control of data acquisition. Long story short,
02:02we have 360 degree of checks on all the aspects which directly or indirectly going to hamper
02:09the data quality in whatsoever manner. The mainly we ensure the funnels. We have a proper
02:17double check questionnaire, translation stimulus material to data acquisition team, proper
02:24classroom training, mock call and on field training. Proper foot movement monitoring
02:30of each and every data collector with GPS enabled system to track their work. And on
02:38field backchecks by team leaders, managers, executives. And we have independent quality
02:45control team to ensure the correctness of eligible consumers and data quality. And lastly,
02:52data viewing to ensure data is in line with product and services incidence rate.
02:58Right, right. So, Harsh, considering say urban research that might be a little bit beneficial
03:06due to the demography. What kind of challenges, some challenges that you face conducting rural
03:13research and how do you address these challenges?
03:16Well, you can't say that challenges are there only in rural research and not in urban research.
03:25Only difference is, only difference are nature of barriers are different. For example, in
03:32urban research, people don't have time and mostly residents stay in neighborhood watch
03:38or security zones. Hence, taking apartment is very difficult and doing cold calls, rate
03:45is dropping day by day, whereas in rural research, people have time. But traveling to remote
03:52villages is very difficult. Hence, travel cost increases significantly and productivity
03:58drops due to travel time. Hence, cost to client increases.
04:04Can you give me an example of say how your tele-research services have helped the client?
04:11Any example of that?
04:13I'll explain you this with a case study. A client of ours, that is an advertising agency,
04:21called us in the evening saying that tonight one of my ad is going to be aired on TV on prime time.
04:29Hence, I need to do day after recalling five cities of India. Since this advertising has to
04:37be on air regularly during the festive season, hence a quick research he wanted to conduct.
04:44We asked how you are so confident to air the ad without research. Then he said,
04:51no, we are confident enough and the DAR is just a formality. I'm sure you will observe
04:58good recall in DAR. We said, okay, let's do it without being biased. And we did it next day and
05:07the result was quite surprising that we observed zero percent recall. And again, the same exercise
05:14repeated next day in the same set of cities and five in other cities, but the result was no
05:21different. And client realized the importance of market research. Later, same ad with modification
05:27aired and we got very good recall. One last question, Harsh. See, technology is ever evolving
05:36and with the rise of digital technologies, how has Takumi International integrated new tools,
05:43new techniques into the market, into the market research methods? Digitalization of market research
05:49started way back in 2010 onwards, only like shifting from PAPI to CAPI or CATI, then offline
05:59data collection to online data collection. But COVID taught us to do contactless data collection
06:06with the help of specifically designed software for data collection and data quality monitoring.
06:13Now, Takumi is working on AI chat GQT based platform to do data viewing, data cleaning,
06:21questionnaire designing, analysis or report writing. Though it's a very early stage for
06:28any market research agencies and R&D is going on continuous basis to do improvements at company
06:35at company level and overall chat GQT box level has to increase the keywords
06:43which are frequently used in market research fraternity across the globe. Takumi is no
06:48different and we are also gradually increasing our perfection and currently we are offering
06:55commercial services in qualitative research for faster research and reports to clients.
07:02Right. Those are some very interesting insights, Harsh. Thank you so much for joining us today.
07:09That was Mr. Harsh Pandey, Managing Director Takumi International.
07:13Thank you viewers for watching us today.