Survey & research Case studies
With extensive expertise and a proven track record across diverse industry verticals, we have successfully executed a wide range of research and survey projects tailored to our clients' unique objectives. Our experience spans multiple sectors, delivering actionable insights that support informed decision-making and strategic growth.
The case studies presented below highlight some of our most notable projects, showcasing our capabilities, methodologies, and the value we have delivered across varied industries. These examples reflect our commitment to excellence, accuracy, and impactful research outcomes.
Prominent Case Study # 1:
Generating Market Validation Through Direct Customer Engagement
Background
A leading engineering company engaged in state-of-the-art thermal equipment was in the process of developing a new product based on Ammonia Absorption Refrigeration technology. Before committing resources to production and commercialization, the management wanted to assess the product's market acceptance and sales potential in Gujarat.
The company's primary assumption was that the extensive use of diesel generator sets across industrial establishments in the state created a strong potential market for the proposed solution. They had also broadly identified the categories of industries that could benefit from the technology.
The Challenge
The company had previously commissioned a nationally reputed market research agency to conduct a study. The outcome was a voluminous report filled with data, analysis, and recommendations.
However, the management found little practical value in the exercise. The report failed to answer the one question that mattered most:
"How many prospective customers would be willing to seriously consider this product?"
The Chairman's frustration was evident when he pointed to the discarded leather-bound report lying in his office wastebasket. The company had invested significant time and money, yet lacked actionable market intelligence.
The Assignment
During a courtesy visit, the Managing Director discussed the situation and sought an alternative approach.
When asked whether the requirement was for a conventional market feasibility study, the Chairman clarified the objective:
"I am not interested in fancy jargon. I simply want the business cards of those who are willing to hear us out about our product."
The assignment was therefore redefined from a research exercise into a market validation exercise.
The objective was clear:
Identify potential users.
Establish direct contact.
Assess genuine interest.
Generate qualified prospects for the sales team.
Approach
The methodology was built on two guiding principles:
Keep the process simple.
Go directly to the source of information.
Instead of relying on secondary data, lengthy questionnaires, and statistical projections, the focus shifted to direct engagement with decision-makers in target industries.
The exercise involved:
Identifying industries likely to benefit from the proposed technology.
Meeting key decision-makers personally.
Understanding their operational challenges and energy consumption patterns.
Presenting the concept and assessing their willingness to explore the solution further.
Collecting contact details of genuinely interested prospects.
The emphasis was on dialogue rather than data collection.
Results
The outcome exceeded expectations.
The assignment generated a substantial number of qualified prospects who expressed interest in evaluating the proposed technology.
The volume of enquiries was so significant that the client had to deploy members of its technical sales team across major industrial centres including:
Vapi
Ankleshwar
Vadodara
The value of enquiries generated from interested prospects reached approximately ₹9 crore.
Most importantly, the company obtained exactly what it had sought: direct access to potential customers willing to engage in meaningful discussions regarding the proposed product.
Recognizing the exceptional outcome, the Managing Director rewarded the assignment team with a performance-based bonus in addition to the agreed professional fees.
Key Success Factors
1. Clarity of Objective
The focus remained on identifying interested buyers rather than producing a comprehensive research report.
2. Direct Customer Interaction
Insights were obtained from actual decision-makers rather than intermediaries.
3. Actionable Intelligence
Every lead generated could be immediately pursued by the sales team.
4. Simplicity of Execution
The exercise avoided unnecessary complexity and concentrated on obtaining practical answers.
Key Learning
Market research should ultimately support business decisions and revenue generation.
In this case, direct customer engagement produced far greater value than extensive documentation. By simplifying the objective and going directly to potential users, the company obtained both market validation and a pipeline of qualified opportunities.
Takeaway
When evaluating a new product, the most valuable insight often comes not from reports and projections, but from direct conversations with prospective customers.
The Takeaway
Research is valuable, but only when it answers the right question.
Instead of drowning in reports and statistics, we focused on establishing a direct dialogue with potential customers and obtaining straightforward insights. By keeping the objective simple and going directly to the source, we generated actionable opportunities rather than academic conclusions.
Sometimes, the shortest route to the truth is a conversation.
Prominent case study #2:
Market Entry Feasibility Assessment for a European Real Estate Developer
Client Background
A European company specializing in technology-led design and the development of enterprise-transforming spaces across multiple real estate asset classes was evaluating its entry into the Pune and Mumbai markets.
Before committing capital and resources, the company sought an independent assessment of whether its proposed developments would be better positioned for outright sale or long-term leasing.
The Challenge
The leadership team faced a critical strategic decision. Market uncertainties, evolving economic conditions, and varying preferences among occupiers and investors made it difficult to determine the optimal commercial model.
The CEO emphasized that the outcome of this assessment would significantly influence the company's India entry strategy. Equally important, he requested that our findings be presented without elaborate graphics, visualizations, or presentation theatrics. His expectation was simple: facts, evidence, and actionable insights.
Our Approach
We designed a comprehensive market intelligence exercise focused on understanding the realities of the Pune and Mumbai commercial real estate markets.
Over a period of one month, our team conducted extensive interviews and discussions with:
Real estate developers
Property consultants and agents
Mall owners and operators
Commercial property owners
Corporate occupiers operating from established business locations
Organizations functioning from both owned and leased premises
The objective was to gather first-hand market perspectives on ownership preferences, leasing dynamics, investment behaviour, occupancy trends, and future expectations.
Key Deliverables
Phase 1: Market Assessment Report
The initial report presented our findings in a straightforward and evidence-based format. Consistent with the client's preference, the report avoided excessive graphics and focused entirely on insights derived from market interactions.
Phase 2: Detailed Intelligence Report
Following the first presentation, the CEO requested deeper validation and supporting evidence behind our conclusions.
In response, we submitted a comprehensive intelligence report containing:
Detailed interview findings
Stakeholder observations
Market sentiment analysis
Supporting qualitative evidence
Research notes and key patterns identified across discussions
This report provided complete transparency into the research process and the basis for every recommendation.
Outcome
The CEO and a company director who attended the final presentation appreciated the depth of the research, clarity of communication, and transparency of the findings.
Rather than relying on assumptions or secondary market data, the recommendations were built upon direct market intelligence gathered from industry participants and potential stakeholders.
The engagement enabled the client to make a more informed decision regarding its market-entry and commercial strategy for Pune and Mumbai.
Key Insight
Successful advisory work is rarely about creating impressive presentations. It is about uncovering reliable information, understanding stakeholder behaviour, and presenting facts with clarity and transparency.
Our ability to engage deeply with market participants including potential competitors, combined with our focus on straightforward communication and rigorous research, continues to deliver meaningful value to our clients.
Prominent case study #3:
Case Study: Preventing a Multi-Million-Dollar Product Launch Failure Through Market Validation
Client Background
A diversified conglomerate acquired a startup that had developed a cigarette-like smoking product formulated with ingredients similar to those used in Dhumapana, the Ayurvedic practice of medicinal inhalation. The acquisition team believed the product could create a new category by positioning itself as a healthier alternative to conventional cigarettes.
Before committing significant resources to manufacturing scale-up, branding, and market launch, the client sought an independent assessment of the product's commercial viability.
The Challenge
The client required answers to three critical questions:
What are the demographics, habits, and triggers of smokers in the Indian market?
Would existing smokers be willing to switch to this new product?
How should the product be positioned and communicated to maximize acceptance?
The stakes were high. A nationwide launch would require substantial investments in production, marketing, distribution, and regulatory compliance.
Our Approach
We designed a comprehensive market assessment combining large-scale quantitative research with deep qualitative analysis.
Market Intelligence
Analysis of public and proprietary market data
Study of smoking behaviour, consumption patterns, and category trends
Evaluation of competing products and consumer perceptions
Consumer Research
Direct interviews across diverse demographic groups
Online and offline engagement to capture behavioural insights
Assessment of smoking triggers, motivations, and switching barriers
Product Evaluation
Controlled in-camera product activation sessions
Real-time observation of consumer reactions
Mind-mapping exercises to uncover emotional and cognitive responses
Evaluation of product appeal, perceived benefits, and purchase intent
Research Scale
Total respondents: 350,000
In-camera participants: 1,500
Coverage: Male and female consumers across multiple age, income, and geographic segments
Key Findings
Finding 1: Near-Universal Rejection
The proposed product failed to gain acceptance among the target audience.
More than 97.3% of respondents across demographic groups indicated that they would not adopt the product as a substitute for their current smoking habits.
Finding 2: Positioning Failed Credibility Tests
The proposed brand proposition, "A Healthy Way of Smoking," generated strong negative reactions.
Consumers perceived the message as contradictory and unconvincing. Across demographic segments, respondents rejected the idea that smoking could be associated with health benefits, regardless of the ingredients used.
Finding 3: Low Switching Intent
Even among smokers actively seeking alternatives, there was minimal willingness to switch. Existing smoking behaviours were driven by established habits, sensory expectations, social triggers, and brand loyalty that the new product failed to address.
Strategic Recommendation
Based on the research, we advised against proceeding with the planned market launch under the existing product concept and positioning strategy.
The evidence indicated a significant mismatch between the product proposition and consumer perceptions, creating a high probability of commercial failure.
Business Impact
Following the presentation of our findings, the client elected to discontinue the project before commercialization.
This decision enabled the organization to:
Avoid a potentially unsuccessful national launch
Prevent substantial investments in manufacturing and marketing
Eliminate the risk of building a brand around a proposition consumer fundamentally rejected
Save millions in potential sunk costs
Outcome
The engagement demonstrated the value of rigorous market validation before product launch. By identifying critical consumer resistance early in the development cycle, the client was able to make an informed strategic decision and redirect resources toward more promising opportunities.
Result: A multi-million-dollar investment was avoided through evidence-based market intelligence and consumer insight.
Prominent case study #4:
Case Study: Assessing the Market Viability of a Proposed Health Café in Pune
Executive Summary
With increasing awareness of healthy lifestyles and evolving food consumption patterns among urban consumers, a study was commissioned to evaluate the viability of launching a health-focused café in Pune. The objective was to understand consumer attitudes towards healthy eating, dining preferences, expenditure patterns, and the psychological factors influencing restaurant selection.
A comprehensive study involving 500 respondents across Pune was conducted using a combination of desk research, observational studies, and structured face-to-face interviews. Respondents belonged to the 25–50 age group, with monthly household incomes exceeding ₹70,000 and educational qualifications of graduate level and above.
While initial responses suggested strong interest in healthy eating, deeper investigation revealed a critical insight: most consumers perceived home-cooked meals as the true embodiment of healthy food. Furthermore, the small segment actively inclined towards health foods demonstrated limited willingness to consume such foods outside the home. These findings significantly altered the strategic direction of the proposed venture.
Background
The urban food service industry in India has undergone substantial transformation over the past decade. Rising disposable incomes, increased exposure to global cuisines, greater health awareness, and changing lifestyles have collectively reshaped consumer expectations from dining establishments.
Recognizing these trends, the client envisioned establishing a health café targeted at affluent and educated consumers in Pune. Before proceeding with the investment, it became necessary to understand whether consumer attitudes toward health and wellness translated into actual demand for health-oriented dining experiences.
The study was therefore designed to uncover both rational and emotional drivers of food consumption and evaluate the commercial viability of a health café concept.
Research Objectives
Primary Objective
To identify the factors that would contribute to the success of the proposed café by understanding the aspirations, expectations, and food-related preferences of prospective customers.
Secondary Objectives
The study sought to:
Determine average expenditure on dining out.
Understand preferred cuisines and food choices.
Explore aspirations regarding ideal dining experiences.
Identify psychological and behavioural triggers influencing cuisine selection.
Assess attitudes toward healthy eating.
Determine whether consumption of health food is driven by conscious choice, necessity, or lifestyle aspirations.
Evaluate consumer expectations from a health-focused dining establishment.
Target Audience
The study focused on respondents meeting the following criteria:
Parameter
Criteria
Gender
Male and Female
Age Group
25–50 Years
Monthly Household Income
₹70,000 and above
Education
Graduate and above
Lifestyle Mix
Equal Representation of Health-Conscious and Non-Health-Conscious Consumers
This segment was selected due to its purchasing power, lifestyle awareness, and ability to influence household dining decisions.
Research Methodology
A mixed-method research design was adopted to obtain both behavioural and attitudinal insights.
Phase 1: Desk Research
Secondary data was collected and analysed to understand demographic patterns, lifestyle trends, and consumption behaviour prevalent among Pune's urban population.
Potential respondents were identified through available databases and community networks. These databases were subsequently verified against predefined demographic criteria to create a reliable sampling framework for field research.
Phase 2: Observational Research
Observational studies were conducted across selected cafés, restaurants, fitness centres, recreational hubs, and food outlets frequented by the target audience.
Researchers observed:
Dining behaviour
Food selection patterns
Spending habits
Frequency of visits
Peak visitation periods
Interactions with health-oriented food offerings
The observations provided valuable context for understanding actual consumer behaviour beyond stated preferences.
Phase 3: Structured Interviews
Face-to-face interviews were conducted using a structured questionnaire comprising both quantitative and qualitative components.
The questionnaire included:
Closed-ended questions
Multiple-choice responses
Behavioural assessment scales
Open-ended exploratory discussions
Areas explored included:
Eating-out frequency
Preferred cuisines
Average dining expenditure
Awareness and consumption of healthy foods
Motivations behind food choices
Expectations from a health café
Perceptions regarding healthy eating
The one-to-one interview format enabled researchers to uncover underlying motivations that consumers often struggle to articulate directly.
Quality Assurance Framework
To ensure reliability and minimize bias, a multi-layer validation framework was implemented.
The framework was built upon two critical assumptions:
Interviewers may occasionally misinterpret respondent emotions, motivations, or behavioural cues.
Respondents may not always clearly express their true motivations, aspirations, or preferences.
To address these challenges:
Independent validation teams reviewed respondent databases.
Field activities were continuously monitored.
Interview outcomes were cross-verified.
Analytical interpretations underwent multiple rounds of review before reporting.
This process enhanced the credibility and consistency of the findings.
Key Findings
The Healthy Eating Paradox
At a surface level, respondents expressed positive attitudes toward healthy eating and wellness-oriented lifestyles.
However, deeper exploration revealed a significant contradiction.
Most respondents defined "healthy food" as food prepared at home. Home-cooked meals were associated with:
Freshness
Hygiene
Trust
Nutritional balance
Family care
As a result, consumers did not naturally associate restaurants or cafés with healthy eating.
Limited Commercial Potential of Health-Food Positioning
Only approximately 12% of respondents actively preferred health-oriented food offerings.
However, this segment displayed limited willingness to consume such food outside the home environment.
This finding indicated that positive attitudes toward health food did not necessarily translate into demand for a dedicated health café.
Key Drivers of Restaurant Selection
The study identified several factors that significantly influenced dining decisions.
1. Ambience
Consumers viewed restaurants as experiential spaces rather than merely places to eat.
Atmosphere, aesthetics, and overall environment strongly influenced outlet preference.
2. Food Positioning
How food was described and presented had a substantial impact on consumer interest.
Consumers responded more positively to appealing culinary descriptions than to explicit health-oriented labels.
3. Taste
Taste emerged as a non-negotiable factor in restaurant selection and repeat patronage.
Respondents consistently indicated that health benefits could not compensate for perceived compromises in taste.
4. Preference for Non-Vegetarian Fare
The target audience demonstrated a strong inclination toward non-vegetarian offerings, particularly premium and contemporary preparations.
5. Stylishness and Price Perception
A strong correlation emerged between perceived restaurant sophistication and willingness to accept higher pricing.
Consumers frequently interpreted stylish interiors and premium ambience as indicators of superior quality and value.
6. Service Quality
Service emerged as a top-of-mind determinant of restaurant preference and repeat visits.
Promptness, staff behaviour, attentiveness, and overall service experience significantly influenced customer satisfaction.
Strategic Implications
The findings suggested that the proposed venture should avoid positioning itself primarily as a health café.
Instead, the business should focus on delivering:
Superior taste
Attractive ambience
Excellent service
Contemporary food experiences
Lifestyle-oriented dining
Health-related benefits should remain embedded within the product offering rather than forming the central brand proposition.
Consumers were found to be more receptive to foods that were:
Fresh
Premium
Flavourful
Well-presented
than foods explicitly marketed as "healthy."
Recommendations
Based on the research findings, the following recommendations were made:
Recommendation 1
The proposed venture should not position itself as a "Health Café."
Recommendation 2
Menu offerings should not be marketed primarily as "Health Food."
Recommendation 3
Brand positioning should focus on:
Ambience
Taste
Contemporary food experiences
Lifestyle appeal
Premium dining perceptions
Recommendation 4
Menu development should incorporate strong non-vegetarian offerings while maintaining quality and freshness standards.
Recommendation 5
Investment in service quality should be treated as a strategic priority due to its strong influence on patronage and customer retention.
Conclusion
The study revealed that while health consciousness is growing among affluent urban consumers, this awareness does not necessarily create demand for a health-focused café. Consumers overwhelmingly associate healthy eating with home-cooked meals and often seek restaurants primarily for taste, experience, ambience, and social engagement.
Consequently, the proposed venture's success is likely to depend less on promoting health credentials and more on delivering an enjoyable, premium dining experience. A lifestyle-oriented café offering flavourful, high-quality food within a stylish environment is expected to achieve stronger market acceptance than a concept positioned explicitly around health food.
The research ultimately transformed the business proposition from a health café concept into a broader lifestyle dining opportunity aligned with actual consumer behaviour and market realities.