A Pagal look at Market Research : PaGaLGuY

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by Deepak Gopalakrishnan in Comics, A Pagal look at, MBA careers, Market Research on 22 December '12

In this comic, we are trying out something new. After you read this comic, some of you might have further questions about the market research profession that you would like answered by someone who currently works in the industry.

For this, we have Utsav Mamoria aka @utsavmamoria, a Mudra Institute of Communications (MICA) alumnus who will be happy to answer your questions in the comments below. So please fire away! Address him by using the '@' feature before his username.

Deepak Gopalakrishnan is a cartoonist from Mumbai. Catch all his cartoons and work here, and follow his tweets here.

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Page 2 of 3
nitk2iima2 who says it is a comic...it's more like a textful magazine with few cartoons which weren't even funny...let alone be 'chuck' funny.........
disappointed...
#21 • 22 Dec '12 Like 1
aarzoo12 @utsavmamoria
Can you give me some insights on to what you can expect from internship in this area..
bw i am a mba 1st year student and looking for two months internship in marketing research
#22 • 22 Dec '12 Like
sushantvit loved it.It is even better than MBA(the comic!)
#23 • 22 Dec '12 Like 2
vivek4274 @utsavmamoria do companies provide travel allowances???? And if they do then of wat level of luxuriousness ???
#24 • 22 Dec '12 Like
nickyswetha Something learnt out of practical experience - "Bad research" is more appreciated than good research. Many-a-times bosses/clients undertake Market Research to prove their point ...
#25 • 22 Dec '12 Like 1
caterpilar an important point to be noted here is, with quant they don't mean CAT wala quant.. its stats.. the higher level of stats.. the level where even pronunciation of terms is as difficult as much the understanding is... like heteroscedasticity, kolmogrov-smirnov test etc.
#26 • 23 Dec '12 Like 2
chuck_gopal @ak.tg47, @nitk2iima2: It's not meant to be a comic This is a whole new series. MBA! (the comic!) will be back, don't worry
#27 • 23 Dec '12 Like 1
happy3475 VADA-PAV flavoured cola........gr8 thought..
...
...
.....
P.S.- i ll definitely DIS-LIKE it....
#28 • 23 Dec '12 Like
_Anamika_ @utsavmamoria What are the subjects in B-school I need to concentrate more upon for Market Researcher ?
#29 • 23 Dec '12 Like
MonkeyBusiness Loved the Comic Strip, so insightful and funny at the same time.
#30 • 23 Dec '12 Like
abhishekjha29 1. and the last thing to say....
2. and one more thing ,more importantly....
3. ending note......
*** People might have left reading in between somwhere, if would have not written these comments.***

#31 • 23 Dec '12 Like
utsavmamoria @_Anamika_ You should concentrate on all your marketing subjects, as you will be dealing with marketing / branding guys on the client side. Hence, you should be well versed in their language / jargon

Apart from that, any course on Research Methodology / Consumer Behaviour is important, as that will serve as a foundation. Courses on Quantitative techniques / statistics would be critical as well
#32 • 24 Dec '12 Like
utsavmamoria @vivek4274 I am not sure why should that worry you now. But nevertheless, yes the company covers your travel, accommodation, food etc. Typically, you can expect 3 star hotels, unless you are travelling in not so developed areas.
#33 • 24 Dec '12 Like 1
_Anamika_ @utsavmamoria That was great. Is there anything I can do pre MBA in this direction ? Which can be certainly be useful for me as well as for my profile.
Little help can be very helpful to me.
#34 • 24 Dec '12 Like
ravir88 Infotainment at its best.
#35 • 24 Dec '12 Like
utsavmamoria @aarzoo12 It would typically depend on your mentor. Ideally you should be able to see a medium to large scale project end to end. Which means right from the time a client approaches you with a business problem to when you deliver the final presentation with your insights and recommendations. That would be ideal and I think it should get you a fair idea whether you want to take up MR as a career or not
#36 • 24 Dec '12 Like
utsavmamoria @Dwaipayan2020 Sorry for the delay in my response. Unfortunately my knowledge of MR in IT is very limited. But from what I know, Analytics would typically involve you working only with data. A dataset would be provided to you and you would give insights / models basis that. Such Analytics companies are often called "Captives". Typical survey methodology would rarely be employed in IT research, unless you are doing a customer satisfaction (Clients in case of B2B research) survey.
#37 • 24 Dec '12 Like 1
Catto Haha nice! Witty and informative with a hint of sarcasm! I like!
#38 • 24 Dec '12 Like
faizy89 Got clear idea about MR.. though funny...! great comic Strip.
#39 • 24 Dec '12 Like
Parvan great one! I love your comics.
#40 • 24 Dec '12 Like
Page 3 of 3
aarzoo12 @utsavmamoria
can u enlighten me a little further,,,i have some questions,,
1.what the market research agencies look for in a internee?
2.how should i prepare for the interviews?
3.where should i apply?
4.what are the future prospects of market research in India and what it can offer me..?
#41 • 24 Dec '12 Like
abhi2luv @utsavmamoria...Can you please let me know from which Bschools can we expect placements related to Market research field....??

#42 • 24 Dec '12 Like
DEVILISHANGEL @nickyswetha : 80% of market research is for 1) Insurance of Decision Makers 2) To prove a point of the Client.

and this is exactly why MR is not respected in India, not the buy-side and nor the sell-side.

The kind of disregard for research that is present in India is amazing. People spend hundreds of millions of dollars with "gut-fail".
#43 • 24 Dec '12 Like 1
utsavmamoria @abhi2luv Market Research companies are not very finnicky about the schools they go to. From what I know MICA, XIMB, GIM, NIRMA and KJ Som are schools where research companies definitely recruit from. For the others, you can always look at the school websites for the list of recruiters
#44 • 24 Dec '12 Like 2
DEVILISHANGEL @utsavmamoria @chuck_gopal @every one else :)
http://www.youtube.com/user/onbehavior/featured
#45 • 25 Dec '12 Like
nickyswetha @DEVILISHANGEL I agree... I experienced this in an EXTREMELY reputed MNC - after a month of MR - the boss explained to me in 1hr why I should be doing what he wants and how my results are none of his concern
#46 • 25 Dec '12 Like
DEVILISHANGEL @nickyswetha : can you give us a gist of that 1 hr convo? plz?
#47 • 25 Dec '12 Like
DEVILISHANGEL @nickyswetha: it is sad that the kind of extremely reputed mnc you are talking about - which I exactly know - were based on very knowledgeable ocnsumer insights, which is why their portfolio has such array of products in its kitty. Because Research works. It is no wonder that none of such companies were founded in India. Because Innovation/Value Creation are not an one off event, they are practiced to perfection at the original HQs of such organisations. Sadly most Indian Managers have other smaller and more immediate needs to fill - like their Performance Linked Incentive.
#48 • 25 Dec '12 Like
DEVILISHANGEL @nickyswetha: it is sad that the kind of extremely reputed mnc you are talking about - which I exactly know - were based on very knowledgeable ocnsumer insights, which is why their portfolio has such array of products in its kitty. Because Research works. It is no wonder that none of such companies were founded in India. Because Innovation/Value Creation are not an one off event, they are practiced to perfection at the original HQs of such organisations. Sadly most Indian Managers have other smaller and more immediate needs to fill - like their Performance Linked Incentive.
#49 • 25 Dec '12 Like
DEVILISHANGEL nickyswetha: it is sad that the kind of extremely reputed mnc you are talking about - which I exactly know - were based on very knowledgeable consumer insights, which is why their portfolio has such array of products in its kitty. Because Research works. It is no wonder that none of such companies were founded in India. Because Innovation/Value Creation are not an one off event, they are practiced to perfection at the original HQs of such organisations. Sadly most Indian Managers have other smaller and more immediate needs to fill - like their Performance Linked Incentive.
#50 • 25 Dec '12 Like
thouti nice one

#51 • 25 Dec '12 Like
nickyswetha @DEVILISHANGEL I agree that the company is awesome... but that does not mean each of the managers is. There is a saying "When the shit hits the roof, the boss needs a report to cover his head" - That is what happened
#52 • 26 Dec '12 Like 1
CTrupti hilarious yet informative...
#53 • 27 Dec '12 Like 1
Deepshi hey guys... participate here: http://dare2compete.com/competitions/7235/Case-Study/iHuman/LAttitude-13-05/Great-Lakes-Institute-of-Management-Chennai
#54 • 28 Dec '12 Like
DEVILISHANGEL @nickyswetha Exactly - but should "The Cover" be the primary driving purpose of a Marketing Research? No. But it has become that way. Even for Branding, Brand Track reports and Mock-Up Ad reports are being used for the same purpose.
#55 • 28 Dec '12 Like
apurva299 great article! the cartoons made it so much more readable!
#56 • 28 Dec '12 Like

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