Abacus Market Analytics

(division of IMRB International – Kantar Group)

Corporate Identity

WPP PLC
138,000 employees in over 107 countries
£ 38 billion in billings

The Kantar Group

Revenues of £ 2.3 billion, 26,500 staff in 80 countries

IMRB International

Abacus PQR MSG/BS CSMM Brand

Science M&P BIRD SRI

Data Marketing Social &

Qualitative Managing Advertising Media & B2B and
Handling & Science Rural
Research Stakeholders Testing Panel Group Technology
Analysis Research

2
Specialist Units by Research Method

Quantitative custom research units in Mumbai, Delhi,

Kolkata , Bangalore and Chennai

Probe Qualitative Research Partners in Managing

Stakeholder Relationships

The Marketing Sciences Group MindTech Systems & Software

Advertising testing and Brand tracking

Analytics & Data Processing House International Field & Tab

3
…and Specialist Units by Industry Sector

Research-based consultancy Social & Rural Research

for B2B and Technology Markets Institute

4
Our Global Footprint

Staff in 12 countries
Worked in over 60 countries in the last year

United Kingdom

Japan
South Korea
Bangladesh
Algeria
Egypt
Saudi Arabia UAE
India
Hong Kong

Sri Lanka
Malaysia

5
New Services and Standards created by IMRB

India’s first and only Household Panel (1981)

India’s first TV rating system (1986)

Icube India’s first IT and Internet studies endorsed by industry

Itops associations (1996)

India’s first Radio Audience Measurement system (2007)

Instrumental in setting up Market Research Society of India

(MRSI) in 1988

SEC
System
Creation of Social Economic Classification (SEC) used by all
MR companies in India (1989 & 2010)

6
Abacus Market Analytics Overview
Abacus MA is a full service research
provider catering to the global data
collection, survey programming, data
processing, advance analytics and
reporting needs of companies in North
America, Europe and Asia
We are part of one of the largest and
most respected research agencies in
India, with a team size of over 300
highly qualified analysts based at our
operations centers in India.
Abacus MA Fast Facts
Parent formed in 1971, Abacus in 2000
Part of The Kantar Group/WPP
300+ Full- time Analysts
Clients across Asia Pac, Africa, UK, USA
Member of ESOMAR & MRA
ISO 9001:2008 and ISO 27001
Research in 65 Languages
7
Abacus MA – a Snapshot

Staff strength of 300, majority of whom are Masters in Statistics, Computer Applications,
Operations Research and Engineering

Tools/Software expertise – SPSS Dimensions, Quantum, Statistica, SPSS, Delphi,

Our clients are in UK, USA, South Africa, Japan, France, Australia and most of Asia

ISO 27001
ISO 9001
Certification for Moving to Six Certification for
Processes & Quality Information Security
Sigma level of
delivery capability:
automating tasks
and eliminating
non-value added
work
8
Abacus Market Analytics Services

Research & Analytics Value Chain

Survey Design Primary Research Data Processing Data Analytics Reporting

• Online & CATI • Global online & • Vast experience in • Data tabulation • PowerPoint
survey scripting CATI data collection processing data templates
• Advanced
collected through
• Programming & • Best in class F2F, statistical analysis • Charting & graphs
various methods
non-English CLT’s, Mall intercept • Commenting and
like web surveys, • Modeling
language overlays & qualitative Data insights
CATI and PAPI
interviews in India • Data mining
• Online portals & • Top line,
• Uniform processes
automated survey • Vast experience in • Predictive analytics Preliminary and
and standard
tools for survey both B2B & B2C Final Reports with
software platforms • Decision trees
campaign segments across executive summary,
management industry verticals • Data entry, data • Simulation advanced analysis,
cleansing & coding techniques conclusions,
• Quota management, • Language
project management capabilities in more • Language • Clustering recommendations
and study than 65 languages translations using • Dashboards
completion support across continents localization
specialists

Tools: Dimensions (IOM) Tools: 2 CATI centers Tools: FoxPro, Tools: Quantum, Espri, Tools: E-Tabs
with 60 interviewers and Quantum, Dimensions SPSS, Statistica Enterprise, VB.net
29 field offices across TOM, Quanvert, SPSS Dataminer based online apps
India

9
Our Fieldwork Capabilities
Face to Face Fieldwork Global CATI data Collection

• 2 fully Equipped CATI Centers

• Our own offices in 29 States across India

• All major languages / countries covered by 60 +

• Field Network across 29 states in India call associates

• Stringent data security norms

• Capability in 18 Indian languages

• Over 300 full time staff across India for • Strong focus on training
fieldwork

Online/Panels
• Over 5000 freelancers certified by MRSI

• 18 Major Languages & 4 Mn Interviews in 2010 • Global panel partners provide access to millions
of consumers, executives, physicians etc.

• Ability to reach remote villages • Stringent screening criteria for partner panelists
to ensure qualified respondents and quality data

• Quality Control Norms - 3 layers of supervision • Proof of each panel partner's credentials

10
The Largest Custom Research Field Network - India

Senior
SeniorVice
VicePresident
President and
and
Head,
Head,
Abacus
AbacusBusiness
BusinessOperations
Operations

Head,
4 Regional Head, Training Head, Quality Head, CATI
Business
Field Directors & Support Control Centre
Operations

15 Field
Directors
266 Field Management Staff
24 Field 650 Team Leaders and
Manager
3,750 Interviewing Professionals
157 Field
Controllers

11
Field Quality Control

Interviewers participate in briefing, mock interviews and accompanied interviews,

based on the complexity of the study

Back checks – At least 20% of the total sample size is back checked by the Team
Leader, 10% of TL’s check will be re-checked by the Field Controller

Quality Control & Assurance team does additional checks and reports directly to the
Head of Abacus

Abacus participates and adheres to ESOMAR and MRSI

Interviewer Quality Assessment Program

All questionnaires scrutinized by the Team Leader for

completeness and logic

Some of fieldwork done in the first two days checked by the researcher for
feedback and de-briefing of interviewers

12
Survey Programming and Design

Abacus programming and scripting capabilities include:

• Experienced team of 15 members trained by Kantar UK
• Tool used: Dimensions (IOM)
• Handle branching, logical routing, piping, embedded quotas, randomization,
rotation along with Embed images, URLs, audio, video clips in web surveys
• All major languages supported
• Ability to program and host online surveys
• Real-time reporting to check project progress and customized online reports

Benefits of Dimensions

• Translation capabilities • Common data storage format/interface

• Open architecture • Powerful interviewing engine
• Scriptable • Web-based user interface
• Write the survey once • Works with (some) party applications
• Easy to program • Integrates well with SPSS, Excel. etc

13
Data Processing & Tabulations

Raw Data in Excel, ASCII, SPSS

Data Coding
(Manual & web-enabled)
Checking Internal Consistency of
Data

Data Validation Excel, Quantum Programming

Checking Consistency with known

Market Facts

Data Tabulations

Frequencies and cross-tabs – Easily readable data summaries Choice of Output Format
totals, boxed percentages with basic statistical tests (PDF, PPT, DOC, EXCEL, HTML)

14
Data Analysis

A strong analytics team trained in various statistical/data-mining tools and techniques and
backed by the knowledge and methodological expertise of the Marketing Science Group (MSG)

Solutions Technical Capabilities

• Usage and Attitude Studies • Full range of multivariate statistical

techniques
• Brand Strength and Brand Tracking
• Data Mining suite for KDD (knowledge
discovery from databases)
• Corporate Reputation

• Advertising Effectiveness • Specialized advanced tools for certain

techniques like :
• Event Effectiveness • Latent Cluster Analysis
• Discrete Choice Models
• Pricing Research

• Technology enabled real-time web

• Product Design/Bundle Configuration
reporting for management
dashboards/cockpits
• Customer Satisfaction Research

15
Charting and Reporting

Strong Charting and Reporting teams ensure that actionable results are extracted and
presented with an eye to formatting details

Charting Team Research & Reporting Team

• Specialized team of 50 analysts and • 10 Market Research methodologists

managers working on analytical outputs working on questionnaire design,
received from the reporting team sampling and methodological decisions

• Analysts trained in quick generation of • Complete understanding of analytical

PowerPoint slides manually and using techniques
software like E-Tabs

• Close attention to formatting, look and • Ability to translate technical output to

feel of slides research answers

• Can use proprietary client templates, • Ability to derive actionable results and
IMRB template or create customized recommendations from analytical
templates output

16
Charting - Sample Brand Maps

Follow Me

Are suitable for the whole family

Lavenus
Always doing new things Head & Shoulders Sifone
Nice fragrance
Moisturises your hair
Are mild/gentle on your hair Soft and smooth

Understands you Actively care for your hair

Right variant Black and shiny Atractive packaging Axis 1
Rejoice Sunsilk
40.8%
Pantene Beautiful hair
Organics
Trusted brand
Healthy hair Feel feminine
Modern

Understand moisturisation
Clairol Herbal Essence
Experts in haircare
Dove
Natural ingredients
Classy/refined/sophisticated
Honest & believable
Vidal Sassoon
Gives you the look you want
Products that meet all your
haircare needs

= Correlation < 0.50 Axis 2 24.3%

Shampoo (All Correlations) Base : All Aware of Brands

17
Decision Tree- Example

18
 CHAID Analysis- Example- Classification Matrix
Training Sample
Misclassification Matrix
Actual Category
Not endorsed Endorsed Total The entire sample
Not endorsed 3693 2134 5827
Predicted Category Endorsed 3598 5200 8798
was divided into 2
Total 7291 7334 14625 datasets of 80:20
ratio.
Risk Statistics
Risk Estimate 0.391932 The model was
SE of Risk Estimate 0.00403676 trained on 80%
sample and tested
Training Accuracy 61%
on the 20% sample.

Test Sample
Misclassification Matrix 61% accuracy
Actual Category achieved in Training
Not endorsed Endorsed Total
Not endorsed 862 470 1332
and Testing
Predicted Category Endorsed 847 1196 2043
Total 1709 1666 3375

Risk Statistics
Risk Estimate 0.390222
SE of Risk Estimate 0.00839663

Test Accuracy 61%

19
Regression Based Simulator- Example

• Regression based simulator helps in

understanding the changes on relational
outcomes by experiences of process areas

• This simulator is based on study

conducted for a cell phone maker

• It allows users to specify the values to

build ‘what if’ scenarios to see how
relational outcomes will get impacted by
changing the customer experiences

20
KPI Dashboard ( Online )

21
E-Tabs Vs Manual Charting

Benefits of E-Tabs
• Faster turnaround time
• Accuracy of data
• Can automate decks with all standard charts and even a few non-standards ones
• Very useful when we have a standard requirement to be generated month after month
• Integration of data from multiple sources
• Substantial cost savings

Turnaround time
• A fully automated deck reduces effort by around 50% to 60%, on average

"Compared to the manual production estimate of 300

hours, Abacus MA cut production time by 80%...One
analyst with E-tabs was able to accomplish the same work
as five analysts creating reports manually" - Client

22
Some of the Most Loyal Client Relationships

§ 5 of our clients have been with us for the last 12 years, or ever
since they set up business in India
§ Overall, more than 80% of our business is from repeat clients

23
Client Testimonials

“The research team does not act on the research brief as is, they think of the problem
in depth and challenge the thinking, and usually come up with innovative
methodologies that best achieve the objectives”

“Superb planning and teamwork, ensuring high quality data collection in almost
clockwork fashion. I am absolutely delighted by the business relevance of the
findings in helping us take an important business decision”

“IMRB showed a high degree of professionalism, rigor and discipline. An excellent

level of Client servicing and need fulfillment, pro-activeness and analytical focus”

“Thank you for your quick and valuable inputs during the study. You have proved
yet again that we can depend on you”

“As a team they produce thoughtful proposals, excellent fieldwork and

presentations. They are constantly involved in the work. They feel like a version of
our own office”

24
So What Makes us DIFFERENT??

Loyal Client
relationships

WHAT’S
DIFFERENT?

Multi-country
research
capability
25
 Thank You

For business queries please contact:

Surya Kiran (Head, Client Relations and Sales)

Email: surya.kiran@imrbint.com
Office Line: +91 11 40893238
Mobile: +91-9873336087