SP Shukla , the founder of CMM-Customer n Market Mirror has spent more than 15 years in market research. With experience both on the client and the agency side, he has worked extensively across urban and rural areas handling operations across both Qualitative and Quantitative studies.

On the client side, he has worked with big names in the FMCG and SERVICES industry such as ‘Unilever’ and ‘HSBC’ - which have been integral in his rounded knowledge about the way various agencies (IMRB, TNS-MODE, AC Nielsen-ORG-Marg, Synovate etc) function across the 2 sectors.

During his 10 years with Unilever, he has not only championed all kind of market research operations but also worked extensively on the ‘Customer Intimacy program’ in both urban and rural locations.

At HSBC, he institutionalized the Quality check department setting up and ensuring the adherence to the process of quality checks. He also handled many large-scale projects like -

  • Customer intimacy program (PAN India) 
  • Direct customer contacts (DCC)
  • Customer Satisfaction / Mystery Shoppers
  • Brand Tracking
  • Impsys, etc
  He also had the opportunity to monitor quality at HSBC’s Delhi based call centers for their Credit card portfolio  products.
In Quantitative:-
Shukla has worked on a range of projects from Product tests, Concept tests, Pre- Post Dipsticks, Telephonic Interviews (CATI/CAPI) to more complex studies like H&A, Consumer panel, Customer segmentation, Discreet choice modeling, Advertisement testing (CLT), Tracking studies, Customer Satisfaction, Retail udit, Shop census, Opinion and Exit Polls etc.

 

 
In Qualitative :-
Set up the Direct Customer Contacts system for consumer immersions among marketing managers, worked on setting up field processes for Insight Activator Workshops, Group discussions (GD’s), Depth interviews (DI’s) and In-home observations. 

 

 

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