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Paru Minocha speaks on MRSI and its role in building and shaping the three pillars – Profile, Pride
and Talent –
to stay at the forefront of the technologically driven, dynamic research industry.
Please tell us about your journey in the market research industry and with MRSI so far.
I started in the industry in 1995 as a freshly minted MBA in Delhi with MARG. I started with Qualitative
and then in the next two and a half decades, I did multiple roles spanning both Qualitative and
Quantitative. I currently head the Qualitative and Sustainability Transformation Practice in Kantar.
I started getting actively involved with MRSI during the last 5 years, especially during Covid. The
first thing I realized was that many of my past perceptions about the role of the body and its
functioning were colored to say the least. It’s a group of people coming together from different
organizations solely for the passion they have for the industry and their shared vision to give the
industry a platform to share ideas, voice concerns, recognize the changing environment and facilitate
the way forward. It does take time, but personally I find it very rewarding.
What is the present structure of MRSI? How does one become a member of the association, and what are the
expected benefits of membership?
MRSI is a Trust and comprises of two working arms. The Secretariat which forms the core, is the
permanent body so to speak. They are employed by MRSI and are really the anchors and executioners of the
bulk of the effort and strategy. Every two years, a management committee is elected in the AGM which
comprises equally of 3 groups, research agencies, research users and research providers. From a maximum
of 21 such members, a core body of office bearers is elected again, ensuring a fair and prescribed
composition. This MC works with MRSI setting the strategy and goals for a period of two years. Anyone,
corporate or individual or an educational institution can become members.
There are different categories of memberships. The key benefit is that one gets to shape what MRSI will
focus on and of course in addition, there is Directory of Members, the Sizing report, access to many
forums that share advancement in methods and implications like the Wednesday Webinars. Our flagship
events are the annual seminar and the GKA which provide robust platforms for learning, networking, and
fun!
As an elected president of this prestigious body, how do you see yourself carrying the baton forward?
It’s a privilege to be part of MRSI. Many key endeavors were put in motion by the past Presidents, so I
see my key role in accelerating those and bringing them to fruition, setting up new endeavors given the
changing environment. We have a hard and real timeline on what we can do for these two years and make
sure we have a solid strategy, which is well on its way in terms of implementation to pass on to the
next MC.
The growing technological advancement and constant influx of innovation have led to the rapidly evolving
research industry. How do you see the role of MRSI in this current environment?
The first and critical aspect of the role was to recognize and make sure we are included in all the
different kinds of organizations that are part of the industry. We did this by recasting the way we size
the industry, and it helped to reposition us on the global map. The second is to ensure that we
are
ahead in legislative needs. Third and most important, is to make this excitement and advancement
palpable to the talent, both current and future, so that we are at the forefront of a technologically
driven, very dynamic industry that creates a strong sense of pride and answers our why’s to
continue.
What are the key areas that MRSI is currently focusing upon?
There are three pillars that we are focusing on:
- Building Profile and having a strong voice in the industry. This implies not just being an administrative body but taking issues facing the industry head on and providing the way forward. Our efforts in recasting consumer classification and effective lobbying for the data protection policy introduced by the government are strong evidence of the same.
- Building Pride and recognizing the central role we play in shaping brands, in new innovations, and bringing human truths to life. In my view, this is the fulcrum, the reason why talent will join and why talent will stay. Insights is the engine for growth and it’s only right that we appropriate and feel this claim.
- Building Talent which is a key need in this fast-growing industry. When you think of research, a very quintessential picture can come to mind. But when we talk of insights and how we bring them forth, a very dynamic picture emerges. The way we unearth them, how we discern it, how we combine with existing knowledge and how we deliver, has come a long way and is cutting edge. What has stayed the same is our commitment to stay focused on business questions and use the most relevant ways to answer the same. The Gen Z’s need to see this dynamism, see the impact, so that we become the industry of choice and not default.
How do you envision the future of the Indian MR industry, and what role do you see MRSI playing in this?
Insights are the growth engine for businesses and brands. Our industry will always be evergreen as we
are that bridge between the human (consumer) and the brand. We will continually evolve in our methods,
in synthesis and delivery, so we may look very different decade by decade, but the nucleus will remain
strong. At MRSI, our endeavor would be to facilitate this change, influence and guide the environment
and provide a strong platform for industry connections.