January 24, 2017
"Role of market research in business process and how business community views and utilize market research"
As a part of ‘Insights' - the industry talk series which is aimed at exposing the students to the present day business realities, MATS Institute of Management and Entrepreneurship (MIME) organized an interactive session with Mr. Manohara Nadig, Research Director, Kantar TNS, Bengaluru on January 21, 2017.
In his initial remarks, Dr. Jitendra Kumar Mishra, Director, MIME, highlighted the need for constant learning by cultivating a habit of constant questioning as a response to rapid multi-dimensional changes happening in today's corporate world. Visualizing and adopting to such multi-dimensional changes calls for a "research mindset" among the stakeholders and companies are constantly on the look out to foster the same among their employees. With this context in the perspective, he urged the students to make the best use of the industry talk series to stay relevant by developing the perspective of the industry.
Providing the insights into the practical aspects of "market research" and its role in business processes, Mr. Manohara, emphasized upon the difficulties faced by the companies and their management to create additional demands through existing customers or while acquiring the new customers. In such a fierce competitive scenario, continuous process and product innovation are imperative and the field of market research helps in translating the management problems into actionable processes. Through practical case studies, he elaborated the increasing role of market research in areas of "innovation and product development"; "branding"; "retailing"; "maintaining company's reputation"; "making a meaning out of qualitative information" and "choice making of customers". He further provided the insights regarding the market research as a career option.
The industry talk concluded with a formal vote of thanks by Prof. Reji Meprathe.
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