Pioneering Strategies in a Virtual Era, through Actionable Consumer Insights
The market research industry is undergoing a remarkable transformation, propelled by the latest tech advancements, evolving consumer behavior, and the increasing demand for precise insights. As companies navigate this complex landscape, they require research solutions that deliver actionable intelligence.
Cross-cultural qualitative studies have emerged as an essential tool, enabling global businesses to understand diverse consumer segments and develop targeted marketing strategies Founded in 2009, Quipper Research Private Limited is a pioneer in qualitative market research studies, bridging the gap between brands and Indian customers’ preferences. Driven by a vision to predict as well as always stay abreast of changing sentiments across different segments of the population, Quipper Research is the brainchild of two versatile entrepreneurs, Pia Møllback-Verbic and Piyul Mukherjee.
With their commitment to deep human understanding, and specialized research methodologies, the two partners stand at the forefront of market research innovation. Quipper Research collaborates extensively with international teams and global brands that are present in the Indian market. Some of the brands they continue to work on, include Google, Meta, Intel, Asian Paints, Pernod Ricard, Amazon, LinkedIn.
Quipper Research’s Remarkable Transition
Initially, Quipper Research operated as a brick-and-mortar establishment, with employees commuting for long hours through the hectic Mumbai traffic to sit in the retro world of office cubicles through the day. Pia and Piyul decided to make a significant change by going virtual. Today, all team members are ‘geographically free.’ They can work from anywhere they wish as long as they have a good internet connection. They are also given the flexibility to choose their most productive working hours.
Many younger team members, for example, prefer working late nights rather than early mornings while working on analysis and reports. “This working style with lots of flexibility simply requires enough self-discipline and accountability to deliver on deadlines without anyone observing your progress,” says Pia.
Industry Evolution: Over the Years
In a networked society, the rise of smartphones, affordable data, reliable connectivity, and tech-savvy generations continue to transform the world through digitalization. The market research industry is evolving, and staying at the forefront of the latest advancements is crucial. Recognizing the need of the hour, Quipper Research has strategically transitioned to being able to reach consumers virtually across spatially diverse socio-economic classes throughout India. Even while keeping an alert eye out for the changing social, economic and cultural landscape impacted by the transformation.
The Unique Approach to Team Management and Growth
The compact team that Pia and Piyul work with within Quipper is optimized for working closely together even while not meeting on a daily basis. They have one team meeting over Zoom every day, and stay connected throughout the day across projects on various digital channels. To maintain personal connections and foster team cohesion, the company has outings over a long weekend every quarter, and travel abroad for a week together every year. These activities help strengthen bonds among the closely knit team members and enhance overall connectivity within the team.
The Company has a very low turnover of employees. Quipper Research has grown solely basis the good work conducted on behalf of their clients over the years. New clients and brands come in through passionate client referrals, and this has consistently maintained a full workload. Pia and Piyul appreciate the ability to turn down projects as they prioritize a positive work-life balance over ‘traditional growth’ or everrising profits.
This perspective may stem from their experience as women who often juggle all types of family-related challenges simultaneously with their professional work. Nonetheless, they continuously invest in their team members by helping them develop essential skills.
The Distinctive Leadership Style
Pia sees her role as more than just leading; she focuses on mentoring team members and teaching them how to optimize research designs. This includes improving methodologies, enhancing their ability to handle client needs, probing deeper during interviews, analyzing data in a larger context, questioning the consequences of insights, and becoming a valuable partner to clients by collaboratively addressing challenges. Pia believes in the power of positive reinforcement, often favoring the ‘carrot’ over ‘the stick’ approach.
In Piyul’s view, effective leadership involves being the invisible trouble-shooter within a well-trained team—remaining handsoff yet always accessible with just a phone call. She also emphasizes the importance of treating their blue-chip clients as equal partners, investing in their brands’ future, and enhancing their vision. And both Pia and Piyul agree on the significance of maintaining ethical standards and being truly caring humanitarians.
Cultivating an Ideal Work Culture
At Quipper Research, Pia and Piyul place tremendous value on teamwork and collaborative willingness across projects, and have zero tolerance for negativity. They operate with a flat organizational structure, ensuring that everyone knows the ropes of the business from beginning to end.
While individual team members may focus on tasks that align with their natural abilities and interests, everyone is well-versed in the entire process of executing qualitative market research studies from beginning to end.
The Future Outlook
As the use of AI continues to grow, Pia and Piyul are exploring AI tools and recognizing their value. At the same time, they have noticed a significant number of clients requesting more face-to-face research, emphasizing the importance of in-person engagement as a counterbalance to AI-generated data summaries and the complete digitalization of the consumer world. Quipper expects to be around as long as marketers seek to remain united with consumers, and the founders seek to expand their work in the region beyond India.
This goal has already been put into operation via their work in countries such as Vietnam, Bangladesh, and Pakistan. Looking ahead, Quipper Research plans to continue to rely on organic growth, in line with their core mission of always delivering meaningful market insights for brands that help drive the success of companies across various industries.
Awards and Accomplishments
Over its 16-year journey, Quipper Research has achieved several key milestones and earned numerous awards, setting the company apart in the industry. Notably, Pia and Piyul were honored with the ESOMAR Excellence Award in 2012, regarded as the highest accolade in the market research domain worldwide.
Entrepreneurship Mantra
Piyul advises aspiring entrepreneurs to work tirelessly, without a set timeline to exit in mind. “This journey could take years. Avoid seeking venture capital funding too early. If the work is impactful, you will find the right strategic partners. Ultimately, you are accountable only to your conscience. The world is changing at an incredible pace. Let your core humanitarian values remain unchanged, and never lose sight of them. Stay true to what matters most, even as you navigate these changes.”
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