What We Do

  • Category assessment
  • Category trends
  • Sector scan
  • Customer NPS and loyalty
  • Voice of customers
  • Customer purchase journey
  • Shopping decision tree
  • Customer segmentation
  • Need and intent gap analysis
  • Digital persona mapping
  • Mystery shopping
  • Employee engagement
  • Employee satisfaction and NPS
  • Voice of channel
  • Sales and distribution benchmarking
  • Brand health diagnostics
  • Advertising effectiveness
  • Product and concept testing
  • Product price benchmarking
  • Catalogue gap assessment
  • Availability visibility study
  • Go-to-market
  • Future share of wallet

Related Case Studies

Competitive intelligence for an online grocery player

Competitive intelligence for an online grocery player

Objective

  • A grocery player wanted to track GMV and other scale related metrics of key competitive players, and how they are growing across different cities

Methodology

  • Conducted trade interviews of operations managers, category managers, regional managers, and other key personnel across different players in the sector
  • Conducted multiple visits to warehouses, dark stores, delivery locations and connected with key ground people (warehouse managers & delivery staff)
  • Carried out benchmarking for key players in India across key metrics (# orders per day, average order value, gross merchandise value, availability of items, delivery speed, etc.)
  • Built an overall model to estimate and triangulate scale metrics across players by feeding inputs generated from multiple conversations

Impact / Outcome

  • Client was able to understand how key competitive players are growing month-on-month in key cities in India and understanding the focus areas (channels, product categories) of key players
Customer behavior and preference study for personal care brands

Customer behavior and preference study for personal care brands

Objective

  • A PE firm wanted to understand the customer behavior and trends, repeat purchases, brand perception and experience across multiple personal care brands in the sector

Methodology

  • Conducted detailed quantitative survey (N=1,000) of selected personal care brand users across 15 cities (combination of 60% metro population and 40% tier-2 and tier-3 population)
  • Conducted in-depth conversations (N=30) with direct to customer brand customers along with in-depth conversations with KoLs (N = 5)
  • Carried out mystery shopping to benchmark multiple brands in terms of quality, experience, touchpoints, etc.

Impact / Outcome

  • Client was able to get clarity on brand perception, changes in customers' buying behavior in the present and future, purchase preferences and changes in spend on personal care products across time periods
Customer behavior study and customer satisfaction of online and offline grocery consumers

Customer behavior study and customer satisfaction of online and offline grocery consumers

Objective

  • A PE/VC player wanted to analyse e-grocery and offline retail grocery consumer behavior to understand brand perception, consumer satisfaction, and NPS

Methodology

  • Conducted consumer survey (N=861) for online grocery consumers and primary consumer surveys (N=556) in across multiple cities (mix of metro and tier 1 cities) for different customer archetypes (based on household types, age groups, employment status, and gender)
  • Mapped customer journeys for offline and online purchase to understand the spend on grocery in a month across different weeks (based on different personas)
  • Mapped the grocery spend across different product categories
  • Carried out benchmarking for key players in India across key parameters (product price / discount, product quality, wide product selection, availability of items, delivery speed, etc.)

Impact / Outcome

  • Client was able to understand a clear distinction in the consumer behavior patterns and customer journeys across online and offline grocery players along with a benchmarking for the top 5 grocery players in India against the key parameters and their drivers for NPS
Dairy consumer NPS study

Dairy consumer NPS study

Objective

  • An investor wanted to conduct an NPS study for one of its portfolio companies operating in milk subscription business to understand the overall experience / satisfaction level of the customers

Methodology

  • Conducted consumer survey (N=130) and in-depth interviews of dairy subscription customers and churned customers across multiple cities (mix of metro and tier 1 cities) for different customer archetypes (based on household types, age groups, employment status, and gender) 
  • 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

  • Client was able to understand the key strengths and improvement areas of the dairy subscription company, detailed insights on the consumer behavior, up-selling opportunities and the reasons of churn among the consumers
Merchant behavior study for a store discovery platform

Merchant behavior study for a store discovery platform

Objective

  • A store discovery platform wanted to understand the profile of merchants, various mediums of advertising, discovery, selling & branding used by merchants, merchant’s overall experience with its services, NPS & its drivers, key criteria for advertising on its portal, merchant’s expectations & barriers of adoption

Methodology

  • Conducted merchant survey and in-depth interviews of across multiple cities (mix of metro and tier 1 cities) for different merchant categories 
  • Conducted multiple visits to the market for merchant interviews across different product categories 
  • Benchmarked merchant’s feedback for client services against its direct competitors along with alternative methods of sales, discovery and advertising used by them

Impact / Outcome

  • Client was able to understand the merchant’s unmet needs & design their offering accordingly along with identifying the drivers of adoption, NPS & drivers of promotion and detraction for the merchants enrolled with its services
Price benchmarking of grocery store SKUs across retail formats

Price benchmarking of grocery store SKUs across retail formats

Objective

  • A PE / VC firm wanted to benchmark prices and discounts across multiple retail formats and geographies in India

Methodology

  • Conducted trade interviews of retailers, and other relevant personnel such as store managers
  • Carried out market visits to benchmark multiple SKUs across three store formats

Impact / Outcome

  • Client was able to understand the buying behavior, pricing strategies and discounting strategies across multiple retail formats in India
Revenue acceleration and GTM diagnostics of leading cosmetics brand

Revenue acceleration and GTM diagnostics of leading cosmetics brand

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
Usage, preference, and purchase behavior of cosmetic items

Usage, preference, and purchase behavior of cosmetic items

Objective

  • A leading cosmetics brand wanted to understand cosmetics product usage, frequency of purchase of cosmetics good, brand resonance and brand awareness amongst customers across Metros, T1, T2 cities

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 understand the buying behavior, the purchase preferences and annual spend (~INR xx for users in Metros) on cosmetic products along with the brand perception – own vs competitors

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