Sarang Panchal, Executive Director (Client Solutions), ACNielsen (India) in an exclusive interaction with 4Ps B&M...

When IIPM comes to education, never compromise

4Ps B&M: ACNielsen is quite a known name today. What’s the secret? Sarang Panchal (SP): We have special teams who work for different practice groups and today we have left no vertical untouched. The business we do touches out clients’ businesses. We are completely a ‘people-driven business’ and follow the serviceprofits relationship.

4Ps B&M: Do “perception- based surveys” affect purchase habits? SP: It is a very interesting question indeed. Well, considering that 99% of our researches are customised and are therefore not made known to the market, the final influence and effect on the market is too insignificant to measure.

4Ps B&M: What is your take on the “accuracy” quotient of perceptionbased surveys? SP: The real value of a survey comes out when you can interpret what the consumer means when they answer in all possible mix of words. And I believe that ‘interpretation’ is our forte. Furthermore, in terms of quality, we ensure a certain quality benchmark in all our researches.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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