Meet CMM Research, founded by S.P. Shukla — 15+ years in market research across client and agency sides, at Unilever and HSBC. We know what good research looks like because we've lived the pain of bad research.
We don't deliver data. We deliver decisions you can trust.
— S.P. Shukla's Research PhilosophyCMM was built by someone who spent as much time commissioning research as delivering it. Founder S.P. Shukla — 15+ years, client + agency, urban + rural, qual + quant.
Shukla's time at HSBC added a different, equally important dimension. There, he institutionalized the Quality Check department — setting up and ensuring adherence to the processes that keep research data trustworthy.
This wasn't a one-time project; it was building a discipline into the organization's research function from the ground up, and it's a discipline that now sits at the core of how CMM operates.
Quality isn't checked at the end. It's built into the system from day one.
Quantitative + Qualitative — no outsourcing, underlying experience already in-house. Click to explore.
Direct Customer Contacts system set up for consumer immersions — giving client teams direct, unfiltered exposure to real buyers.
Field processes for methodologies that get past what people say they do and toward what they actually do.
A research agency's value isn't just its methodology library — it's judgment: knowing which method actually answers the business question in front of you, and knowing what a client needs to see in a findings deck to act on it confidently.
That judgment comes from experience on both sides of the table, and it's the foundation CMM was built on.
We understand, from direct experience, how the major research agencies in India actually operate across qual & quant sectors.
Best practice + nimble speed — we design studies that draw on established best practice while staying nimble enough to move at the pace our clients actually need.
— CMM Approach: Established + NimbleCMM carries forward the same principles that shaped Shukla's career: rigorous quality control built into every stage of a study, genuine breadth across quantitative and qualitative methods, and — most importantly — a client-side sensibility about what actually makes research useful once the report is delivered.
We're not interested in handing over a technically correct study that sits unopened. We're interested in the kind of research that changes what you do next.
CMM's wider team is built to reflect the same standards Shukla set at HSBC and Unilever — researchers and field consultants who understand that a study's value depends as much on disciplined execution as on clever design.
Everyone trained against the same quality benchmarks, so a client on a small dipstick gets the same rigor as a PAN-India tracking program.
Research is only as good as the honesty of the mirror it holds up.
It's easy to design a study that confirms what a client already believes, or that looks impressive in a deck without actually being actionable.
CMM was built specifically to avoid that trap — grounded in Shukla's own experience of what it felt like to receive research that didn't quite tell the truth, and built to be the kind of partner he wished he'd had on the other side of the table.
Built from client-side experience of research that didn't tell the truth.