News
- Krea in The Business Line: Talking to the Right Customer
Sravanthi Challapalli- When a pharma major wants to test the Indian waters for one of its post-pregnancy products or another company needs to approach ‘hard-to-reach' segments such as those affected by AIDS or STDs for a market survey, it will need to consult with someone who knows the cultural nuances of the country.
- It is also important that the survey's quality is not affected by uninvolved participation from consumers and errors arising from human intervention. With post-recession budgets shrinking from one survey to the next, talking to the right customer is what counts — and research access panels (RAPs) help to refine what could be an unwieldy or time-consuming exercise otherwise, says Pravin Shekar, CEO, Krea eKnowledge. Read more.
- Pravin Shekar, kreator-in-chief, krea, elected to the ESOMAR Global Council
- Amsterdam, 2 November 2010 - ESOMAR, the world association for market and opinion research has appointed a new President and Vice President for the period 2011/2012, based on the results of the recent election among its 4800 members in 120 countries.Read more.
- Krea in The Economic Times: In sex workers and CEOs,there’s a biz model for surveys
- Sex Workers, CEOs, equally elusive
- Sex workers, drug addicts and CEOs may appear starkly dissimilar groups, but do have more than a few things in common: A busy schedule, a passion for what they do and a craving for privacy, to name a few.
- Those features make them hard-to-reach (HTR) respondents in consumer research parlance, and a Chennai-based research agency, Krea , is building a business model around HTR respondents. These HTRs form a unique value proposition among Krea’s research access panel of respondents numbering roughly 75,000. Research access panels are databases of validated and profiled individuals who have given their consent to participate in research studies.Read more.
- Krea’s CEO, covered in YourStory.in:Follow your heart and don’t be complacent
- What starts as a hobby or a part-time job can give you a life. After making a business out of this kind of a trade, you would want to create an ecosystem and do something different. Pravin Shekar, a serial entrepreneur, got into this rough and tumble world of entrepreneurship not by choice but by accident. His friend suggested that they jump into business and Pravin said yes.
- In his latest venture, Krea, market research is done through panels, a novel concept as far as India is concerned. Krea has built an impressive database of 75,000 panelists with their demographics clearly assorted. This gives Krea an edge in exactly meeting the tough needs of its customers. For example, a customer wanted to test out a product on new mothers who had babies that were three months old. Krea did it. When you know the panelists in detail, the customer’s choice of segments and research area are narrowed down to the clearly defined target set of panelists.
- What results is not a mix-and-match result but a very focused and concrete result with which the customer gets an exact feel of the market.Read more.
Singular focus on the Indian market...
