Respondent Panels for Product and Concept Testing
Narrative Description of Project:
Convergent undertook a comprehensive, nationwide research to de-risk and inform the launch of a suite of new products for Varun Beverages: a key player in the beverage industry and one of the largest franchisees of PepsiCo in the world (outside the US). The project's core objective was to recruit a panel of consumers across India to validate product concepts, understand consumer appeal, and refine go-to-market strategies. To achieve this, we used a mixed-method approach and conducted 34,500 interviews, including face-to-face, online, and in-depth interviews. The research was executed across all 33 states and union territories of India, ensuring comprehensive national coverage and regionally nuanced insights.
Description of Actual Services Provided:
Convergent managed the entire research lifecycle from end to end, delivering the following full-scale services:
- Study Conceptualisation & Design: Partnered with the client to define research objectives and analytical framework.
- Research Tool Development: Designed, scripted, and translated all quantitative and qualitative instruments.
- Sampling Strategy: Developed a multi-layered sampling plan for a representative pan-India panel.
- Field Operations Management: Recruited and trained field staff and executed 34,500 interviews.
- Quality Control & Piloting: Conducted pilot studies and implemented stringent quality checks.
- Data Analysis & Synthesis: Performed advanced quantitative and qualitative analysis.
- Reporting & Insight Generation: Delivered actionable insights and strategic recommendations.
Research Methodology
Convergent executed the study combining quantitative and qualitative methods with a total sample of 34,500 interviews.
- Quantitative Phase
15,000 online surveys
19,500 face-to-face Computer Assisted Personal Interviews (CAPI)
- Qualitative Phase
83 In-Depth Interviews (IDIs)
