Multi-Brand Market Research
5+
Brands Served
360°
Research Scope
Multiple
Projects
Qual + Quant
Methodology
Overview
Led qualitative research and 360° consumer profiling for major brands including ZEE TV, Liberty Insurance, and CNN News18 at Ipsos, one of the world's leading market research firms. This work provided strategic insights that informed brand positioning and marketing decisions.
The Challenge
Each brand operated in a different industry with unique consumer dynamics. ZEE TV needed to understand shifting viewer preferences in a fragmented media landscape. Liberty Insurance needed consumer insights to differentiate in a commoditised market. CNN News18 required audience profiling to inform content strategy. The challenge was to develop research methodologies flexible enough to serve diverse needs while maintaining analytical rigour.
The Approach
We developed customised research frameworks for each client, combining qualitative methods (focus groups, depth interviews, ethnographic observation) with quantitative validation. For ZEE TV, we conducted viewer journey mapping across platforms. For Liberty Insurance, we ran brand perception studies comparing awareness, consideration, and preference against competitors. For CNN News18, we built detailed audience personas based on consumption patterns and content preferences. All research was synthesised into actionable strategic recommendations.
Results
The research delivered strategic insights that directly informed marketing and content decisions for each client. Brand diagnostics revealed positioning opportunities that competitors had overlooked, and the 360° consumer profiles provided a foundation for targeted campaign development. The work established best practices for cross-industry research that balanced depth with efficiency.
Key Takeaways
The best market research combines qualitative depth with quantitative validation — neither alone tells the full story.
Consumer profiling is most valuable when it goes beyond demographics to include behavioural patterns, motivations, and unmet needs.
Research findings must be translated into specific, actionable recommendations — insights without action items gather dust.
Cross-industry research experience builds pattern recognition that helps identify opportunities within any single industry.