Pia Møllback-Verbic and Piyul Mukherjee - Founding Partners -Quipper Research
The business world thrives on informed decisions, especially when navigating new markets. Understanding consumer behaviour and market dynamics is pivotal to crafting successful business strategies. Market research plays a crucial role in offering invaluable insights that steer businesses away from risks and towards opportunities. Risk-taking and business go hand in hand, but making informed decisions reduces unnecessary risks. This is where market research companies come into play. They are the experts who help businesses understand the market environment, spot opportunities, and avoid pitfalls. Quipper Research, an agile and innovative market research firm, stands out with its specialised approach and visionary insights into consumer behaviour and market trends.
Founded in 2009 in Mumbai by Pia Møllback-Verbic and Piyul Mukherjee, Quipper Research has carved a niche for itself with its deep commitment to qualitative market research. Specialising in tailored studies across industries and sectors, both domestically and internationally, the firm excels in providing insightful perspectives that drive strategic growth for its clients.
Quipper Research is dedicated to delivering profound insights into critical business issues for corporate clients. Their mission is to conduct deep and sincere explorations that empower informed decision-making. They envision illuminating a genuine understanding of the cultural, social, and economic landscapes influencing consumer behaviours globally.
Specialising in customised Qualitative Market Research studies across diverse industries and sectors, Quipper Research serves a wide-ranging clientele that includes Big Tech, Pharma, FMCG, Luxury, Entertainment/OTTs, Media, Travel and Hospitality, Transportation, and Finance sectors. Over 90% of the research projects Quipper carries out are for their loyal base of large, international blue-chip END-clients, while the remainder originates from client referrals.
Operating virtually, Quipper Research maintains a core team of 12 team members, complemented by a network of specialised consultants. Quipper Research is dedicated to delivering actionable insights that drive business success in today’s dynamic global marketplace.
Quipper Research specialises in Qualitative Market Research, offering services such as focus groups, in-depth interviews, and home ethnographies conducted both face-to-face and over Zoom. Their expertise lies in achieving significant brand growth by deeply understanding the end consumer, whether for established brands or new entrants.
They excel in exploratory research, communications research, packaging research, and product research. Quipper Research is particularly adept at assisting non-Indian entities in understanding the local market dynamics and helping Indian companies effectively align their offerings with consumer needs and preferences.
Pia and Piyul first crossed paths 15 years ago, brought together by their shared passion for qualitative research and a genuine fondness for each other’s company. This initial connection laid the foundation for a fruitful business partnership leading to the inception of Quipper Research. “While we initially invested very deliberately in building a qualitative market research platform – and allocated a lot of our time to teaching and running corporate workshops - we, by and large, simply let the company grow organically,” says Pia.
They experimented with team sizes until settling on an optimal structure of 10-12 members. This size provided the flexibility and agility necessary to tackle complex research projects while fostering close-knit team dynamics.
Piyul believes human behaviour transcends cultural boundaries. “As Pia and I teamed up to create Quipper, we knew we could together provide the human insights that the world of top companies were seeking on behalf of their brands and offerings. It has been a very successful fifteen years since Quipper Research came into being,” she remarked.
“We received the ESOMAR Best Paper of the Year Award, 2012, which is indeed the gold standard in the Market Research industry,” continued Piyul, likening the accolade to winning Best Picture at the Oscars or the Palme d’Or at Cannes in the movie industry. “Our East-West partnership has been the wind beneath Quipper’s sails!”
Pia always had a knack for market research. “Right out of college, I knew I wanted to be in this field,” she recalled. Qualitative research offered a dynamic and multifaceted career path across various industries. “It’s an ‘all-in-one’ profession in a way – hugely diverse and varying depending on the clients and projects you engage with,” she explained. The cross-cultural aspect of market research deeply intrigued her, finding the cultural, social, and structural discrepancies between markets fascinating. Understanding these differences in mentality, norms, attitudes, and behaviour, she believed, was crucial for businesses to thrive globally. “So many business blunders are caused by a lack of understanding of the local market,” Pia emphasised, advocating for exploring dominant and emerging sentiments to make a significant difference for any company.
Piyul’s foray into market research was initiated during her time at the Jamnalal Bajaj Institute while studying for her MMS degree. “Our market research professor was the practitioner Ramesh Thadani, who needs no introduction within MR in India. I was in awe of him and the subject!” Piyul reflected.
Her background in statistics provided a solid foundation, but Piyul felt compelled to delve deeper. “I have always loved numbers, but I felt there was much more to be dug up - to put flesh on the underlying skeleton of facts and figures,” she shared. Qualitative research emerged as the missing link, allowing her to engage directly with individuals from various regions. Piyul found fulfilment in uncovering “ah-ha moments” that illuminated the journey of brands for corporate clients, bringing clarity and strategic direction.
The journey of building Quipper has not been easy for Pia and Piyul. Pia highlighted a significant challenge: “Working with clients who viewed qualitative researchers merely as’ service providers’ rather than experts.” She recounted instances of clients presenting unrealistic respondent profiles and skewed perceptions of their target audience. “Aligning these perceptions with the reality of customer lifestyles, preferences, and behaviours can be quite challenging,” Pia emphasises. Piyul pointed out another critical challenge: the dynamic nature of consumer behaviour. “Consumers are a moving target,” she observed. The evolving landscape of Indian consumers continuously presents new opportunities and complexities. Quipper’s role is to maintain alignment between clients and their consumers, “ensuring that the brands we work with remain at the forefront of their target audience’s preferences,” explains Piyul. They prioritise staying connected to diverse corners of India, where the true pulse of the audience often resides.
Quipper Research is not your regular market research firm. Working extensively with international teams and global brands targeting the Indian market, Quipper excels in providing cultural insights and perspectives crucial for understanding diverse Indian audiences.
“Our team’s natural advantage lies in our ‘East-West’ experience,” shares Pia. She adds, “We specialise in shifting perspectives, offering deep cultural and social context that helps foreign teams navigate the specific sensibilities of Indian consumers.”
Piyul highlighted another distinctive aspect of Quipper Research: their team’s expertise in human sciences. “Our clients trust our judgement based on our deep knowledge of anthropology, sociology, and psychology,” she noted.
In a world dominated by STEM education, students often lack exposure to human sciences. Recognising the importance of this knowledge, Piyul pursued further education, obtaining a PhD in sociology from IIT Bombay in her 40s. This academic background enriches Quipper’s qualitative research approach, grounding their insights in a rigorous understanding of human behaviour and societal dynamics.
Reflecting on the work culture at Quipper Research, Pia highlighted their unique approach to team composition and flexibility. “From the beginning, it was a women-only team”, she noted. This wasn’t a deliberate exclusion of men but a recognition of the wealth of talent among well-educated women seeking to re-enter the workforce after raising children. “We discovered highly competent and dedicated team members among these ambitious women,” Pia emphasised. Flexible work hours were crucial to accommodating their needs, leading Quipper to adopt a 100% virtual setup. “We did away with our physical office in Mumbai,” Pia explained, “allowing everyone to work from anywhere and manage their own schedules.” This flexibility resonated well with Gen Z and Millennials, who appreciated starting later and working into the night, reflecting the team’s disciplined self-starters who value teamwork and equitable workload distribution.
Quipper is committed to promoting a supportive and collaborative work environment. “Anyone who has worked for large companies is surprised to see there is no politics in Quipper,” remarked Piyul. The company’s flat organisational structure promotes an always-on, collaborative atmosphere where every team member contributes as an equal partner to their clients. “We value our job as equal partners to our clients and not as some outside vendors brought in for a study,” Piyul affirmed.
The success of Quipper lies in the generous word-of-mouth referrals received from clients. Their reputation for delivering solid, timely deliverables has ensured a steady stream of work without the need for active pitching. Pia says, “Our team is typically fully booked a couple of months out, and yet we have bandwidth and resources enough to accommodate occasional urgent projects for clients.” The longevity of client relationships further contributes to their success, with many clients returning for years.
Piyul echoed the sentiment, highlighting the value of enduring client referrals and the genuine appreciation they receive. “We celebrate the thank-you notes from clients,” she shared. These acknowledgements, though unexpected, are cherished as moments of client satisfaction that define Quipper’s success. “Our ‘High Trust’ environment, we have made the ethos of the company, contributes significantly to our achievements,” concluded Pia. And although there is no definitive measure of success, their numerous recognitions and milestones speak for themselves. Quipper Research were the winners of the Aditya Birla Group’s Eureka Awards for outstanding contribution by a strategic partner in 2017. They also won the ESOMAR Excellence Award for Best Global Paper in 2012, chosen as the best paper among all best papers of the year across ESOMAR conferences worldwide. Additionally, they were awarded the Best Paper at the AQR-QRCA Conference in Dublin.
The biggest trend of the moment— AI has transformed the entire business dynamics, and the market research industry is no different. Pia shares, “AI will introduce many ‘short-cuts’ in our industry.” She emphasised the importance of distinguishing where AI adds genuine value versus where it risks diluting the core mission of qualitative research. “While AI tools aid in data analysis, it is important that they remain an aid and not simply a short-cut to substituting real thinking and analysis,” Pia asserted.
With the technological evolution within the industry, a lot of core tasks like transcripts and session summaries have become more streamlined. Additionally, quick survey tools cater to clients with a ‘TL;DR’ mindset, seeking concise and actionable insights. With an optimistic view, Piyul says, “Overall, I am gratified rather than alarmed. The advancements will allow practitioners like us to further value-add to our clients’ profitability.”
“Our long experience across a host of industries, age groups, and social groups allows us to future-gaze and locate succinct patterns and demands,” she explained. This, she believes, is crucial for the market research industry—to closely partner with clients as they grapple with the fast-changing future of their consumers.
Technology has profoundly shaped the market research industry and has the potential to enhance insights while minimising errors. Pia advocates for the adoption of hybrid methodologies, citing Quipper Research’s early foray into voice-over IP research platforms in India over a decade ago. “Back then, technological barriers like low computer penetration and slow networks forced us to shelve the idea,” she recalled. Today, tools like Zoom, Recollective, discuss.io, and various ethnographic apps enable them to conduct virtual interviews effortlessly, reaching respondents globally and conducting virtual interviews without the need for extensive travel.
Staying current with these advancements is essential for Quipper Research. Pia noted their involvement in industry organisations such as MRSI, ESOMAR, and QRCA keep them updated. “However,” she admitted, “a lot of inspiration and knowledge of new tools and technologies have come from our youngest team members.” Pia praised their organic approach to innovation, driving the adoption of cutting-edge tools within the company.
Looking ahead, Pia envisions a more balanced and fulfilling work environment at Quipper Research. “I would love a shorter workweek or perhaps a five-hour workday,” she shared. Pia emphasised the importance of creating a desirable work-life balance and moving away from the pressures of traditional corporate culture. Piyul sees the future of Quipper Research in the capable hands of their young yet experienced team. She says, “Between Pia and me, one of us always strives to participate in every single project we accept.” Despite some perspectives that their personal involvement in every project could limit growth, Piyul expressed joy in maintaining a hands-on approach. “We believe in the ‘art’ of qualitative research,” she affirmed, highlighting their dedication to delivering high-quality insights personally.
When not engaged with projects at Quipper, Pia and Piyul have a range of activities and interests that keep them busy. Pia, Danish by birth, has been a Copenhagen Goodwill Ambassador for over a decade and currently serves on the board of GWA. She actively promotes Denmark internationally, aiding business interests and fostering connections with Indian corporations. In her free time, Pia enjoys kayaking and is a hot air balloon enthusiast. She also is a certified Aeronaut and a member of the Danish Aeronaut Club Dansk Ballonunion.
Piyul, meanwhile, has been dedicated to continuing her mother’s legacy for over 20 years by running two prep schools for underprivileged children in Kakdwip, Sunderbans. Both Pia and Piyul closely follow geopolitical news and are deeply concerned about the time remaining on the Doomsday Clock.
Pia advises newcomers in the market research field, “Those entering market research should have a genuine curiosity about people and a willingness to explore new technologies.” She encourages a mindset open to rethinking research methodologies and embracing experimentation to uncover fresh insights and learning opportunities.
Stressing the significance of passion, Piyul advises, “Enter this field because you have a genuine love for the subject, and not because there was no alternative.”
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