Krea in The Business Line: Talking to the Right Customer

  • When a pharma major wants to test the Indian waters for one of its post-pregnancy products or another company needs to approach ‘hard-to-reach’ segments such as those affected by AIDS or STDs for a market survey, it will need to consult with someone who knows the cultural nuances of the country.
  • It is also important that the survey’s quality is not affected by uninvolved participation from consumers and errors arising from human intervention. With post-recession budgets shrinking from one survey to the next, talking to the right customer is what counts — and research access panels (RAPs) help to refine what could be an unwieldy or time-consuming exercise otherwise, says Pravin Shekar, CEO, Krea eKnowledge.
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