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Qualisys is a boutique qualitative market research and consultancy firm that draws from the five basic elements of nature, also called the “Pancha Tatvas” viz; earth, water, fire, air and space.
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| All our techniques, methodologies and recommendations are grounded in reality | Like air, we remain invisible, letting consumers express themselves uninhibited. | of boxing our methodologies |
We are ready to sweat the small stuff, yet are always flowing with insights and ideas. |
Qualisys was founded in October 1997 by Ashu Sabharwal, a non-conformist in her approach, but very sound with her logic. Her vision was to not get bogged down by any formalities and administrative hassles of the corporate world but to do what she enjoyed most – being with people, extracting insights, developing business strategy & consulting. Qualisys was formed to give our select clientele all the ‘heads’ without the ‘overheads’! Clients say that we are more like business consultants to them and not merely a qualitative research agency!
Our focus at Qualisys is on insights, strategy and creative development. We constantly work to live up to our motto “The way forward”
Qualisys services national and international clients and its field operations span the length and breadth of our country. We are based primarily in Noida with a small working office in Delhi too. Geographies never acted as a deterrent for us. In India, our client base is in Delhi, Mumbai & Bengaluru primarily. We have worked even in some of the least researched places like Dindigul, Pathankot, Deoria and villages of Punjab. We use the best field agencies with whom we have worked for more than a decade. The team at Qualisys, with the help of regional language associates, can undertake projects in any Indian language.
Our clients through various interactions have told us that we excel in the following:
Clients have testified this time and again!
Moderation is our forte and we believe it is the karm-bhoomi or the battle-field of qualitative research where the researcher has every opportunity to think, hypothesize and bounce off ideas with the consumers. Moderation and analysis, at Qualisys, is done by very experienced researchers. 75-80% of Focus Group Discussions/ Depth Interviews are personally moderated by the principal founder. If the fieldwork is not of high quality, how much value add, can even the most senior researcher do!?! Once the data is rich, valuable findings are bound to emerge from that gold mine.
When researchers moderate, each consumer session works like a building block and not a repeat of the same set of questions asked in the same order and manner, using the set discussion guide.
Working in symbiotic co-creation with our clients, we involve clients from start to end.The belief at Qualisys is to build strong, long term associations with its clients and the way we have achieved it is by delighting them with our work every single time. Involving ourselves at every critical stage of the brand life-cycle, we tend to become a habit with our clients!
A number of our clients have worked with us in close association over many years, almost like hand in glove. The experience has been overwhelming. We have worked with brands like Frito Lay right from the days when brands like Lays were in their cradle till they became an irresistibly tantalizing snack option. Similarly, we have helped Bharti Retail- Easyday in understanding their market, target audience and their merchandising needs, pricing issues, private label branding, packaging, in-store layout, communication & market expansion plans since 2009. Since 2004, we have worked on the brand John Players, its branding as well as communication related issues. Right from the initial ambassador selection to storyboard testing, post ad testing, measuring impact on sales and brand image- we have handled all complexity with much élan. We have been working on the brand Tata Docomo from the time its initial positioning was devised and the name was converted into a memorable jingle (the unforgettable train ad) to introduce the brand innovatively. The brand now enfolds Tata Indicom, Tata Photon & Virgin Mobiles.
We have worked in strategic alliance with big MR agencies as their qualitative partner at different points in time, namely:
With our experience and knowledge bank we have high level of clarity on the kinds of issues that can be addressed through qualitative research and also those which require quantitative inputs or a combination of both with one feeding into the other. We apply this and do not shy away from sharing what we believe is the best suited design for any study even if it is different from the client’s perspective.
Quali in isolation could be misleading when trying to understand how big a phenomenon is or for validation exercises. This is where the research design skills come into picture wherein various alternative approaches are compared and contrasted. We then come forth with an ‘optimum design’ which could be a combination of qualitative and quantitative methodsso as to suitably address the client brief.
We go all armed with the requisite ammunition for each of our endeavors- post doing enough homework on the product/ category, competition, target group, stimuli involved and the information areas to be covered which are clearly encapsulated in a discussion guide. We encourage clients to attend the consumer sessions so that we can together evolve the needs and findings of the study.
We believe every case is different and deserves a fresh approach.. taking the experience forward not the format. Any methodology can be a letdown if not executed well. So ‘what we do’ is not the only key question but ‘how we do it’ is an equally critical aspect. ‘How and when we ask’ is as important as ‘what we ask’. And the antecedent of them all is ‘are we really speaking to the right TG?’ We take great pains in respondent selection where the project manager is constantly in touch with the field personnel, checking on the profiles being recruited.
Circumventing contradictions to over simplify work is not our way of doing things. We find it highly rewarding to address the anomalies as well by looking and relooking at the data through the analysis prism.
But consumers do not buy insights, they buy products/services! We therefore provide an end to end solution to our clients wherein these invaluable insights are converted into strategic actionable inputs. This is in sync with our intrinsic belief of carving out a ‘way forward’ for our clients.
We at Qualisys firmly believe in looking at things through the lens of the strong and ancient story-telling tradition which ends up discovering a whole new ‘civilization’, otherwise invisible to the naked eye. It’s about stories of ‘quaint exotica’ in particular- like the formative ones peppered with local flavors which anyone can find easy to visualize. We use these as framing devices to handle the host of briefs entrusted to us by our esteemed clients. Similarly, we take back a story to the client and not just data or loose findings. And our stories do have happy endings…...
We believe that even consumers can verbalize insights if provided a conducive and evocative environment. Rather than searching for creative and articulate consumers we prefer to use creative tools, stimuli to engage them and wake up their creative side. The basic premise is that all human beings can be a problem solving resource if given enough time and the right environment. We ensure that the respondents feel that they are actually an integral part of the research methodology. We make them come up with ideas and perceptions which they had never probably admitted to themselves too by taking them on a creative and an imaginative voyage .We take extreme pride in treating people as ‘people’ first and then as a consumer of some product/brand.
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