Each product category exists in its
own universe which has evolved through a complex interaction of
the dynamic elements that are the companies, customers and the environment.
The greater the understanding of this universe through its evolution
over time, the greater will be the researcher's ability to look
at the different snapshots and understand their implications in
This requires the researcher to be an observer
of the field from within and outside. It implies understanding the ground realities
of the field, interacting with customers and companies, observing their behaviour
as the environment changes, and noting the outcomes and how they have changed
In the niches in which it is known, Francis Kanoi is widely
seen as a specialist.
As with any marketing research (MR) agency in India which has been
around for over two decades, Francis Kanoi has been involved in
MR on hundreds of diverse products, covering every conceivable aspect
of marketing. Therefore, much of the external perceptions of being
specialists in certain fields is largely influenced by our basic
approach to research. This approach compels a holistic understanding.
If this holistic understanding doesn't exist within Francis Kanoi,
it is actively sought from wherever it is available.