Introduction

Raasta Marketing Research (Private) Limited (RMR) originated as a marketing research unit within its sister company, Raasta Development Consultants (RDC), an innovative and pioneering research organization of some fifteen years standing in the social development sector. Given the increasing flow of marketing research work in RDC, RMR became an independent private limited company in 2001, incorporating a matchless combination of research expertise with the specialized information of social behaviour and development. This has provided RMR with a unique insight into marketing research and a specialized expertise in qualitative research.

RMR has conducted qualitative and quantitative marketing research studies for Unilever Pakistan, Social Marketing Pakistan (SMP), Marie Stopes Society (MSS) and University of Southampton.

Marketing Research Services

RMR’s services range from short-term concept, campaign and product tests to intensive qualitative research and extensive quantitative surveys.

Market Research
exploratory market studies, understanding of market segments, quantitative surveys, wholesale retail audits, trade research, industry and economic analysis

Customer Profiling
needs, attitudes and preferences, consumer profiles, usage and purchasing habits,

Product Analysis
product development and pre-testing, product testing and product performance, opportunities and problems

Brand Assessment
brand performance, brand-customer interaction, brand-customer satisfaction , brand name, packing, pricing, strengths and weaknesses

Communications Audit
pre-testing concepts and post-testing commercials, tracking advertising effectiveness and targeted response

Scope of Work

RMR uses research methodologies singly or in innovative combinations designed to meet each client’s needs and demands. Research techniques include focus group discussions, in-depth and semi-structured interviews, household and shop surveys, client counts, exit interviews, observations, wholesale and retail audits, communications audit, exploratory studies and nationwide surveys. RMR also advises on information, education and communication (IEC) and behavioural change and communications (BCC) strategies, materials and campaigns.

RMR has expertise and resources for handling the diversity in marketing research including:

• identifying cost effective and customized research design
• developing instruments of investigation for generating both qualitative and quantitative data
• ensuring timely and impeccable data collection through intensive training and supervision of field staff
• developing customized databases, processing primary and secondary data, tabulation and graphics
• analyzing market opportunities and problems in depth
• preparing comprehensive analytical reports, advance data analysis and identifying insights for marketing strategies and directions for policy design

In addition to the private and the corporate sector, the marketing research efforts of RMR extend to the public sector and to areas that have relevance for social development including; education and health audit, water and sanitation usage and attitude, food security and agricultural development, market segments and economic opportunities, micro-credit and economic development.

Facilities and Resources

With headquarters in Karachi, RMR has a staff of full time professional and support personnel, a wide range of active associates and a large network of researchers, enumerators, data collectors and field bases throughout Pakistan. Between its staff and associates, RMR has accumulated a very diverse professional expertise, regional language skills and technical know-how that facilitate research and analysis.

The association with RDC provides RMR with a unique access to information regarding market segments, social behaviour, consumer profiles, industrial trends, and major economic development initiatives in Pakistan. Its offices are equipped with state of the art computer systems and a variety of software for analysis of qualitative and quantitative data, developing of tables and graphics and preparing of presentations and reports. These include Statistical Package for Social Sciences (SPSS), Atlas/ti, dtSearch, Anthropac, Microsoft Applications, Macromedia Freehand, PageMaker, Adobe Photoshop, Map Info, and a GIS.

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