Sarang Panchal, former Managing Director (Asia-Pacific) of market research firm AC Nielsen India, has floated a digital-based research firm MRSS India. While MRSS is part of Asia’s leading full-service, independent market research institute Majestic MRSS, Panchal has acquired a majority stake in the firm. He, however, did not divulge any financial details of the same.

Panchal, who has worked with companies such as P&G, Dun & Bradstreet, told Business Line that his company will focus on digital-based research and has launched a product called Vision Critical that will work with clients and consumers directly to gather information and feedback on products across sectors such as consumer goods, healthcare, pharma, auto and e-commerce, among others.

The product, which has gone live, is a kind of social networking site where MRSS has hired (without pay) and engaged consumers as panel members for the research. The company will soon launch a mobile app for the same.

“Besides doing conventional research, we aim to leverage technology to the fullest to help our clients secure the best possible understanding of consumers and markets,” he said. The company is also launching a slew of products such as Eye Tracker that will allow clients to unlock sales potential by engaging with consumers. Eye Tracker will be a mobile-based app that will help companies understand what attracts a consumer when he or she looks at a product first.

Panchal, who has worked extensively on new product research, media and advertising research and customer satisfaction loyalty research, has undertaken pioneering projects including launching a volumetric sales forecasting system, and India’s first study on counterfeit and pass-off brands. He has also been closely associated with media measurement research currencies in the print and television space.

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