Francis Kanoi has carried out
some of the largest and the most widely validated estimation studies
conducted in India in the last 20 years.
of the largest studies being conducted in India is The Market for Durables
in India. This study, by Francis Kanoi, covers some 300,000 households and
is conducted bi - annually.It provides an analysis of the structure of the market,
including its size and the shares of various companies. These estimates are also
provided at the level of states and regions within states. Some 35 companies subscribe
for this study and every subscriber company verifies these figures against its
own sales, putting the study under the kind of objective scrutiny that few other
studies go through.
Nearly twenty years
of doing this and other such large studies in fields as varied as two-wheelers,
trucks and agri-inputs, has produced possibly the most detailed documentation
available on how to conduct large estimation studies in a country as diverse as
The complexities in conducting
estimation studies begin with the sampling itself, as we need to go beyond the
accessible and co-operative middle classes, to be representative of the vast populations
living in the slums and tenements in the cities, scheduled caste and the scheduled
tribe areas in the villages, and the elite, who try so hard to make themselves
as inaccessible as possible.
there are the incredible cultural sensitivities which lead to drastic variations
in measurement with just a change of a word or a phrase or the absence of a preamble
explaining the purpose of seeking that information.
hundred such problems would be listed and solutions incorporated in our studies
only to find new ones cropping up the next time around.
acquiring the expertise to conduct estimation studies in India will never reach
its destination, as the country and its people are changing at an incredible pace.
However, the width and depth of the work done by us, the intensity of scrutiny
and validation against independent data that the findings have always had to go
through, and the conscious documentation of the learnings over the years, makes
us feel that we have some expertise here.