Abacus Market Analytics (division of IMRB International – Kantar Group)

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Corporate Identity

WPP PLC

138,000 employees in over 107 countries

£ 38 billion in billings

IMRB International

The Kantar Group

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

BIRDBIRD QUANTIQUANTI SRISRI MnPMnP Abacus Abacus CSMMCSMMPQRPQR MSG/BSMSG/BS

Probe Qualitative Research Partners in Managing Stakeholder Relationships

The Marketing Sciences Group MindTech Systems & Software

Quantitative custom research units in Mumbai, Delhi, Kolkata , Bangalore and Chennai

Analytics & Data Processing House International Field & Tab

Advertising testing and Brand tracking

Specialist Units by Research Method

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Research-based consultancy for B2B and Technology Markets

Social & Rural Research Institute

…and Specialist Units by Industry Sector

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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

Moving to Six Sigma level of

delivery capability: automating tasks and eliminating

non-value added work

ISO 9001 Certification for

Processes & Quality

ISO 27001 Certification for

Information Security

Abacus MA – a Snapshot

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Abacus Market Analytics Overview

Abacus MA Fast Facts

Parent formed in 1971, Abacus in 2000

Part of The Kantar Group/WPP

300+ Full- time Analysts

ISO 9001:2008 and ISO 27001

Member of ESOMAR & MRA

Clients across Asia Pac, Africa, UK, USA

Research in 65 Languages

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 agency in India with a team size of over 300 highly qualified analysts based at our operations centers in India.

India’s first and only Household Panel (1981)

India’s first TV rating system (1986)

India’s first IT and Internet studies endorsed by industry associations (1996)

India’s first Radio Audience Measurement system (2007)

ItopsIcube

Instrumental in setting up Market Research Society of India (MRSI) in 1988

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

SEC System

Created new services and standards

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Research & Analytics Value Chain

Data Processing

• Online & CATI Survey Scripting

• Programming & non-English language overlays

• Online portals & Automated survey tools for survey campaign management

• Quota management, project management and study completion support

Tools: Dimensions, SurveyCraft, In- house applications

Survey Design Data Analytics Reporting

• Data Tabulation

• Advanced Statistical Analysis

• Modeling

• Data Mining

• Predictive Analytics

• Decision Trees

• Simulation Techniques

• Clustering

Tools: Quantum, Espri, SPSS, Statistica Dataminer

• PowerPoint templates

• Charting & Graphs

• Commenting and Data insights

• Topline, Preliminary and Final Reports with executive summary, advanced analysis, conclusions and recommendations

• Dashboards

Tools: E-Tabs Enterprise, VB.net based online apps

• Vast experience in processing data collected through various methodologies like web surveys, CATI and PAPI

• Uniform processes and standard software platforms

• Data entry, data cleansing & coding

• Language translations using localization specialists

Tools: FoxPro, Quantum, Dimensions TOM, Quanvert, SPSS

Abacus Market Analytics Services

• Global Online & CATI Data Collection

• Best in class F2F, CLT’s, Mall intercept & Qualitative interviews in India

• Vast experience in both B2B & B2C segments across industry verticals

• Language capabilities in more than 65 languages across continents

Tools: 4 CATI centers with 150 interviewers and 15 field offices across India

Primary Research

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Data Collection

Global

India

Global Online & CATI data collection

ONLINE/ PANEL• Large global panel partners providing access

to millions of consumers, executives, physicians etc.

• Quality panel providers for Latin America and APAC

• Stringent screening criteria for partner panelists to ensure qualified respondents and quality data

• Proof of credentials sought from each panel partner

F2F• Field Network across 29 states

in India• Capability in 18 Indian

Languages• 4 Million Interviews Annually• Ability to reach remote villages• Strong focus on quality and

training

CATI• 150+ call associates• 4 fully equipped CATI centers• All major languages/countries

covered• Strong focus on quality and

training• Stringent data security

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MumbaiKolkatta

Hyderabad

Ahmedabad Indore

• PuneBhubaneswar

India

India data collection - F2F, CLT’s, FGD, etc.

Delhi

ChennaiBangalore

Kochi

Guwahati

Lucknow

Ludhiana

Patna

Largest team in place for India data collection

Over 300 full time staff across India for fieldwork

Over 5000 freelancers certified by MRSI

A separate ‘Quality Certification & Audit’ cell

Quality Control Norms - 3 layers of supervision

Our own offices in 29 States across India

18 Major Languages & 4 Mn Interviews in 2010

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Head, Training & Support

Head, Quality Control

Head, CATI Centre

Head, Business

operations

Senior Vice President and Head,

Abacus Business Operations

266 Field management staff 650 Team Leaders and

3,750 Interviewing professionals

4 Regional Field Directors

15 Field Directors

24 Field Manager

157 Field Controllers

The largest custom research field network in India

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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 n 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

Field Quality Control

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Abacus programming and scripting capabilities include:

• SPSS Dimensions Capability

• Scripting of complex studies including ability to handle complex branching, piping,

complex quota management

• 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

Survey programming and design

• Powerful interviewing engine• Open architecture• Web-based user interface• Write the survey once• Easy to program

• Common data storage format/interface• Translation capabilities• Works with (some) third party applications• Scriptable• Integrates well with SPSS, Excel. etc

Benefits of Dimensions

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AnalyticsData Processing and Charting

Data Processing & Analytics (DP)

Raw Data in Excel, ASCII, SPSS

Data Validation

Data Tabulation

Charting

Output (PDF, PPT, DOC, HTML)

Data Coding

(Manual & Automated)

Client TemplatesIn-house Formats

Conjoint Analysis

Factor Analysis

Correlation & Regression

Cluster Analysis

CHAID

Brand Maps

Decision Trees

Pricing Analysis

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Charting - Sample Brand Maps

Beautiful hair

Healthy hair

Natural ingredients

Nice fragrance

Right variant

Understands you

Feel feminine

Are suitable for the whole family

Experts in haircare

Trusted brand

Products that meet all your haircare needs

Honest & believable

Understand moisturisation

Moisturises your hair

Soft and smooth

Black and shiny

Gives you the look you want

Atractive packaging

Modern

Classy/refined/sophisticated

Always doing new things

Actively care for your hair

Are mild/gentle on your hair

Clairol Herbal Essence

Follow Me

Lavenus

OrganicsPantene

Rejoice

Sifone

Sunsilk

Vidal Sassoon

Head & Shoulders

Dove

Axis 2 24.3%

Axis 1 40.8%

= Correlation < 0.50

Shampoo (All Correlations) Base : All Aware of brands Qtr-3 2007

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Decision Tree- Example

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CHAID Analysis- Example- Classification Matrix

Not endorsed Endorsed TotalNot endorsed 3693 2134 5827

Endorsed 3598 5200 8798Total 7291 7334 14625

Training Accuracy 61%

Not endorsed Endorsed TotalNot endorsed 862 470 1332

Endorsed 847 1196 2043Total 1709 1666 3375

Test Accuracy 61%

SE of Risk Estimate 0.00839663

Predicted Category

Risk Statistics

Training SampleMisclassification Matrix

Actual Category

Risk Estimate 0.390222

Test SampleMisclassification Matrix

Actual Category

Risk Estimate 0.391932SE of Risk Estimate 0.00403676

Predicted Category

Risk Statistics

The entire sample was divided into 2 datasets of 80:20 ratio.

The model was trained on 80% sample and tested on the 20% sample.

61% accuracy achieved in Training and Testing

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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

KPI Dashboard ( Online )

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E-Tabs Vs Manual Charting

Benefits of E-Tabs • Faster turnaround time• Accuracy of data• Can be used to automate standard decks with all standard charts and few non-standard

charts• Very useful when we have a standard requirement to be generated month on month• Integration of Data from multiple sources• Substantial cost savings

Turnaround time• A fully automated deck reduces the efforts by around 50% to 60% on an 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

5 of the top 10 Clients have been with us for the last 12 years or

ever since they set up business in India

Over 80% of our business is from repeat clients

Some of the most loyal Client relationships

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“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”

“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”

Client Testimonials

“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”

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Loyal Client relationships

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Largest DP

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Own software and

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Multi-country research capability

WHAT’S DIFFERENT?

So what makes us DIFFERENT??

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software and

data mining

experts

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Thank You

For business queries please contact:Surya Kiran (Manager - Business Development)

Email: surya.kiran@imrbint.comOffice Line: +91 11 40797500Mobile: +91-9873336087 24