Securing a Voice for Consumers in Marketing Decisions: Crisp Insights' journey

 The Founders of Crisp Insights

 Crisp Insights is the brainchild of three market research and marketing veterans- Ritesh, Kumud, and Gururaj. 

Ritesh has experience as both a researcher and user of market research. Kumud brings in expertise in qualitative research and Guru brings in his expertise in digitisation and automation to create agile processes for timely insights delivery.

The story of the inception and the raison d’etre of Crisp Insights

The inception of Crisp Insights is a result of the many conversations that the three had about the state of market research in the country today. They identified some key problems with the manner in which the market research industry operates today:

As a researcher-turned-marketer, Ritesh lamented the growing irrelevance of market research – timelines of reports out of sync with the speed of marketing decisions; models created for a TV world being adjusted for a digital-first consumer, and the habit agencies have of dumping tons of data with no clear recommendation.

As a research leader, Kumud felt that low billing rates, high workloads, less than competitive salaries, no clear career path, and hence, de-motivated researchers and high attrition were responsible for the industry’s inability to cope with the changing demands of research users.

Guru as an early adopter of the digital revolution in the consumer insights industry was puzzled by the industry and the marketers’ reluctance to adopt the available digital solutions for research operations to address these issues.

 It is indeed surprising that in a business environment where thousands of start-ups and MSMEs are chasing their dreams, trying to create or scale up their ideas into thriving businesses, only a few of them have any use for market research. 

At the same time, legacy brands too, at times, find it challenging to bring in the voice of consumers in critical decisions as the market research timelines and the decision timelines do not match. 

Bringing the voice of the consumer in a timely manner with clear recommendations is the raison d’etre of Crisp Insights

What does Crisp Insights bring to the table?

Crisp Insights specialises in offering services to businesses that are digital-first, offering solutions for ideation, product-market fit, and customer feedback. 

 The company assists legacy businesses in tailoring their offerings to meet the demands of the digital native generation. The focus is on testing digitally and analysing digital stimuli to align with the modern consumer’s preferences.

Crisp Insights' mission aligns perfectly with the needs of startups and legacy businesses alike. Startups benefit from quick and sound feedback on their business ideas, helping them shape their products and strategies effectively. For legacy businesses like HUL, which allocate significant budgets to digital marketing, crisp insights ensure that these investments are analysed rigorously as traditional media spends.

 Crisp Insights’ vision for the company:

The founders aspire to create an alternate paradigm within the industry such that:

1.  Talent is appreciated and rewarded. Crisp Insights will not have employees. Instead, there would be partners and partners-in-waiting 
2. Critical marketing decisions would benefit from timely and crisp recommendations   
3. Democratise market research by de-jargonising and simplifying market research concepts such that users find market research more accessible.

To Contact-

To learn more about how crisp insights brings the consumer's voice to the heart of decision-making, visit their website: https://crispinsights.io/   

Also, check out their social media handles: 

LinkedIn: https://www.linkedin.com/company/crispmr-private-limited/ 
 

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