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TAPMI ties up with The Nielsen Company to host India’s largest market research fair “BrandScan”
August 17, 2010: T. A. Pai Management Institute one of the leading B schools in India is all set to host
the 2010 edition of BrandScan, the country’s largest annual market Research Fair in association with The
Nielsen Company a leading Market Research firm.
Speaking Communications, The Nielsen Company said, “We are very pleased to be associated with BrandScan’10.
It will give us an opportunity to reach out to the youth, the main opinion generators of the future. They are
the pulse of emerging India. As Research Partners we will be able to share our research expertise with
students, guide them on projects and get an opportunity to understand the thought processes of the new
generations.” |
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BrandScan has completed 190 projects for various clients making it the largest market research fair by a
B- school in India. Speaking about BrandScan, Dr. Saji Gopinath, Director, T.A. Pai Management Institute
said “Brandscan is a unique experiential marketing research mela organized by TAPMI students for the
past 17 years. As a curricular activity, the Brandscan also intends to assess the creativity and innovation
of the students and act as a novel platform which combines fun and learning”.
“The quality of analysis and reporting exceeded my expectations” S. Sengupta, Marketing Head,
Cadbury India Limited said on asked about his views on BrandScan. BrandScan aims to give its students
experiential learning by exposing them to live projects from reputed corporates in a ‘town mela’ like
surrounding. The format of the event is a gala fair with customized events focused on attracting people for
conducting research.
“Nielsen will provide assistance and guidance to student project leaders through consultation sessions
carried out by senior executives. Also all the reports will be validated & certified by The Nielsen
Company, before being sent to the clients.” said Prof H.S. Srivatsa, Faculty Coordinator, BrandScan.
During the two day fair, BrandScan project teams use ‘Disguised Games’ as means of data collection
to elicit unbiased and natural responses. Each of the teams design innovative games to subtly collect
required data while the respondents engage in fun filled activities. These disguised games are the unique
component of BrandScan research and differentiates BrandScan research from any other research
activity. The demographics compatibility stall at the entrance ensures that the respective target segments
reaches the relevant disguised game sites. To substantiate the data collected during the BrandScan fair,
select disguised games will be hosted online to capture data from the required target segment anywhere in India. This initiative was launched last year and proved to be successful.
"We are fully committed to deliver our clients the best in class service. With a legacy of 17 years
and more than 190 projects, BrandScan has carved a niche for itself in the field of Disguised Market
Research. This year with The Nielsen Company associated with us we are confident to scale new heights
and offer comprehensive solutions for market research problems" said Abhishek Agarwal, Convener of
BrandScan.
The data collected during the first two stages is validated by conducting a survey in Manipal and
Mangalore. Following this various statistical tools like factor analysis, conjoint analysis, cluster analysis
etc. are used to analyse the data collected. A report is then prepared which is extensively evaluated by
the faculty and is further verified by the marketing research partner before presenting to the client.
BrandScan boasts of a clientele consisting of blue-chip companies from various domains ranging from
FMCG, consumer electronics to the automobile industry. Professional guidance and consultations from
reputed research agencies like TNS, Market Insight etc has helped BrandScan develop a systematic
three-phase research approach. These corporates even implement the recommendations given by the
students.
About TAPMI: T.A.PAI MANAGEMENT INSTITUTE (TAPMI) is a leading management institute in India situated in
the University town of Manipal, Karnataka and reputed for its academic rigour and faculty-student interaction. TAPMI
boasts of a spectacular campus, excellent infrastructure, 100% student placements and Faculty who are experts in
their field. Since its inception in 1984, TAPMI has received recognition and respect amongst well-known industrial
houses and academic institutions in India for the quality of its education. TAPMI is today amongst the top 1% of B-
schools in India. For more information on TAPMI, visit
About The Nielsen Company: The Nielsen Company is a Global marketing and advertising research company
headquartered in New York and active in over 100 countries. The Nielsen Company (erstwhile ACNielsen) was
established in the United States in 1923 by Arthur C. Nielsen, Sr., one of the founders of the modern marketing
research industry. Among many innovations in consumer-focused marketing and media research, Mr. Nielsen
was responsible for creating a unique retail-measurement technique that gave clients the first reliable, objective
information about competitive performance and the impact of their marketing and sales programs on revenues and
profits. Nielsen information gave practical meaning to the concept of market share and made it one of the critical
measures of corporate performance.
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