MUMBAI: Market Research Society of India (MRSI) president B V Pradeep has said that the non-users of market research as a segment should be explored to broaden the market. Opening the organisation's16th annual seminar in Mumbai, he also elaborated on the needs to convince current and potential users of market research.

 
"The Market Research Society of India is on the forefront of growing the market research industry in India. We need to convince current and potential users of market research to more extensively deploy & integrate research into their decision processes. We also need to convert non-users of research," he said.

The key note address was delivered by Mahindra Renault EVP, M&M & MD Rajesh Jejurikar, who stressed on adopting non-traditional ways of understanding customers. "Observing customers while they use or buy products can be very insightful" he said "At M&M, we look at the customer as our guest. Market research needs to identify new ways and means of understanding customers better," Jejurikar said.

 
 
A total of nine papers were presented through out the day. The topics ranged from "A cultural understanding of South India" to "Understanding the home delivery channel", states an official release.

The first day's program was concluded with a panel discussion between leading research and marketing professionals. IMRB International president Thomas Puliyel, head of Phillips India entertainment business Shivkumar, TNS director Paul Abraham and Diageo marketing-in-charge Santosh Kanekar were the panelists.

 
The discussion was focused on making market research work better by going beyond the obvious. A need to establish a strong thought leadership was expressed. The panelists agreed on the necessity to add more value to research solutions. Interestingly, there was also an agreement on the need to charge more for the additional value delivered, the release adds.