CASE STUDY

Customer Profiling and Satisfaction Study

Client: A large online e-tailer for corporate merchandise related to customer loyalty programs

Need: To understand who their customers are and customer satisfaction levels

Objective: To map and demographically profile their customers. To identify purchase patterns if any
identify key segments for future growth and measure current satisfaction levels to services offered.

Design: An online study supported with CATI calls among a panel of 500 e-shoppers from the
Clients database spread across Tier I, II and III cities in India.

Results: Markelytics drew up a map identifying demographic segments with higher potential which
the Client needed to focus on to improve their position in the market. Identified key improvement
areas with respect to service delivery.
USA INDIA SINGAPORE JAPAN
copyright Markelytics Solutions 2014
CASE STUDY
New Development Market Impact Study
Client: A brick and mortar exclusive retailer for an iconic brand in the communication equipment
domain.

Need: The client needed to understand the impact of e-tailing / online purchase on their brick and
mortar retail service specific to their category.

Objective: To understand how e-tailing / online purchase option is affecting customers purchase
decision making process.

Design: 200 face-to-face interviews among recent purchasers and intending buyers of mobile
phones and computing equipment across South India. The design was focused to understanding
the perceived and actual role of e-tailing options in the purchase decision process. Perceived
advantages / disadvantages vis--vis purchase at exclusive retail outlets. Understanding the
shopping experience both online and offline.

Results: Suggestions were made as to how retail can be made more attractive as compared to e-tail
with specific reference to the products being sold and the areas of importance inferred from buyer
preferences and choices.
USA INDIA SINGAPORE JAPAN
copyright Markelytics Solutions 2014
CASE STUDY
Brand Perception Research and an explorative study to
evaluate opportunity in the sports lifestyle segment
Client: the largest cricketing goods manufacturer.

Need: Gauge the brand identity of SG and evaluate the possibility of a foray in the sports lifestyle
segment

Objective: Understand the brands perception among cricket players, coaches and users of sports
lifestyle products. Evaluate and test brand identity propositions, logo designs and identify the best
fit

Design: 12 FGDs, 20 In-depth interviews and 500 online interviews across India with cricket players,
coaches and users of sports lifestyle products to gather perceptions, usage & preferences.

Results: Helped the historical brand re-brand with identifying new brand propositions and identity
drawing on insights from consumer feedback and choices.
USA INDIA SINGAPORE JAPAN
copyright Markelytics Solutions 2014