Hansa Research and MSW ARS to offer communication measurement

Hansa Research and MSW ARS announce their partnership launching their communication measurement services in India. A range of methodologies incorporates both System 1(Neuro, Bio) and System 2 (Cognitive) measures to obtain deeper insights and provide superior guidance to their clients.

Hansa research a full service research firm reputed for data integrity and thought leadership was set up in 1983. Hansa has been serving their clientele across sectors from their research offices in Mumbai, Delhi and Bangalore & conduct over 2 million-consumer interviews every year using their extensive field infrastructure and technology across 22 field offices in India.

MSW•ARS, is a 70 year old specialized communications research firm headquartered in New York, operates in 40+ countries and works with some of the most prestigious marketers across the globe: Abbott, Beiersdorf, Diageo, Disney, Essilor, GSK, Intel, PepsiCo, P&G, L’Oréal, Merck, Sanofi, etc.  To date they have tested over 160,000 pieces of advertising across various product categories and media.

“We are extremely happy to announce our tie up with MSW-ARS of USA, the pioneers and world leaders in Communication testing, measurement and strategy.  With this tie up, we bring a significant range of services to the Indian market, thereby helping our clients optimize their multimedia communication from the idea stage to the final execution stage: and also measure and improve the ROI of marketing investments.” says Mr. Ashok Das, MD of Hansa Research Group.

“In Hansa Research we have found a solid and capable partner to serve the Indian market. Hansa brings to the table decades of understanding the Indian markets, best in the country field infrastructure and an extremely talented experienced research team. Our collaboration will work across the brand building continuum from strategic studies to measuring new creative ideas to in-market measurement.  Everything we do is focused on improving our client’s financial return from branded activities”, says Steve Jagger, MD of MSW ARS.

Mr. Jagger is currently in India personally training a senior team of Hansa on all the services of MSW ARS.

MSW-ARS methodology incorporates and integrates System 1(Neuro, Bio) and System 2 (Cognitive) measures to obtain deeper insights and therefore superior guidance to their clients.

The backbone of the system is the robust and validated CC Persuasion measure.  CC Persuasion is an extensively validated metric with many of these being published by leading Journals such as the Journal of Advertising Research (JAR) etc., In extensive work done by Marketing Accountability Standards Board (MASB) an independent industry organisation established by a coalition of academics, market researchers and marketers. http://www.themasb.org/ involving 120 tests across 12 categories over a period of 18 months’ sales data confirmed the superiority of CC Persuasion over other such measures.

“We are all ready and equipped to offer the entire suite of MSW - ARS services from all our offices and the initial reactions from the market have been very encouraging. Muthukumaran, our Executive Director who has three decades of research experience to offer, will lead this practice in Hansa”, adds, Mr.Das.


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