Krea in The Economic Times: In sex workers and CEOs,there’s a biz model for surveys
- Sex Workers, CEOs, equally elusive
- Sex workers, drug addicts and CEOs may appear starkly dissimilar groups, but do have more than a few things in common: A busy schedule, a passion for what they do and a craving for privacy, to name a few.
- Those features make them hard-to-reach (HTR) respondents in consumer research parlance, and a Chennai-based research agency, Krea , is building a business model around HTR respondents. These HTRs form a unique value proposition among Krea’s research access panel of respondents numbering roughly 75,000. Research access panels are databases of validated and profiled individuals who have given their consent to participate in research studies.