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Large format Indian retailers and domestic telecom service providers are increasing their spend on market research and analytical work. It was disclosed by Palanivel Kuppusamy, Executive Chairman, Dexterity Group, a Chennai based KPO firm in the Market Research space, who has recently done some pilot projects for the state owned telecom major BSNL on defaulting customers and impact of large retail stores on nearby mom and pop shop owners and other business establishments.
According to one estimates, 2 to 3 percent of the total advertisement spend is devoted to market research solutions in India, while globally the proportion is 10 to 12 percent. The average spend on market research by Indian companies has increased slightly over the past few years, especially in the retail and telecom space, added Mr. Kuppusamy.
Currently, Dexterity gets 40 percent of its revenues from Europe, 35 percent from US and the rest from Asia Pacific region. While this composition might not change much in the coming years, the company expects the underlying growth to be driven by emerging markets like, Scandinavia, Latin America and APAC.
Dexterity provides specialized services in areas such as data warehousing, data mining, business intelligence and analytics among others. It wants to differentiate itself from the lot by offering platform based market research solutions.
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