From product tests to tracking studies, CMM delivers rigorous quantitative research across FMCG & BFSI — segmentation, H&A, usage, pricing that actually moves decisions.
"How many," "how much," or "how likely" — certainty only holds if sampling right, questionnaire bias-free, fieldwork disciplined.
CMM's quant practice is built around getting all three right, drawing on founder S.P. Shukla's career spanning both client & agency sides.
Numbers you can actually act on, not just report. FMCG & BFSI focus.
Full range a growing FMCG or BFSI business needs over time.
We support ongoing measurement that keeps a brand's finger on the pulse: advertisement testing via CLT, brand & category tracking over time, and customer satisfaction that turns vague "customers seem happy" into a number leadership can monitor quarter over quarter. For retail-facing businesses: retail audits, shop census, opinion & exit polls.
In practice, choice of methodology significantly shapes what you can & can't conclude.
We help clients choose the methodology that actually fits their business question, rather than defaulting to whichever is fastest to field.
Because our founder built HSBC's Quality Check department from scratch, QC isn't a separate department we hand off to — it's built into how every CMM quantitative study runs, from sampling design through data validation.
Founder built HSBC QC Dept from scratch — so QC is not handoff, it's built into every step: sampling design → field audits → data validation → final analysis.
Quality control isn't a department, it's how we run quant.
Our team's experience from decade inside Unilever's operations — research needs to keep pace, fast-moving categories where trends shift quickly.
Large-scale programs at HSBC including Brand Tracking & Customer Satisfaction — regulated service industries where CSAT carries weight with regulators & leadership.
Quant studies that only sample urban, easily-accessible respondents can look statistically solid but don't actually represent your full market — particular risk for FMCG brands with genuine national distribution.
Our field infrastructure reaches both urban & rural, so segmentation / tracking reflects market you actually serve, not just easiest part.
We treat analysis & reporting with same seriousness as fieldwork — findings presentation focused on implications, not just numbers.
Clients assume bigger sample always better, or small can't be trusted — neither is quite right. Correct size depends on:
We walk clients through trade-off upfront, so budget goes toward level of confidence decision actually requires, not arbitrary round number.
Many quant engagements designed alongside qual — depth interviews or groups run before survey to inform questionnaire, or after to explore unexpected finding.
If study raises questions spreadsheet can't answer, our qualitative team is natural next step within same engagement.
Get in touch — we'll help design study that gives you numbers you can actually build a decision on.