In Chennai, India, Dexterity co-founder and 'serial entrepreneur' Pravin Shekar has launched krea, a specialist provider of online and off-line panels.
krea builds India-specific online and offline panels; specializing in talking to hard-to-reach targets including Healthcare, Youth, Mobile and Decision Maker (IT and B2B) samples; and helps clients create advisory panels and online communities for research. Among the firm's services are WOM (word of mouth) measurement and Buzz-tracking, while specialist sub-panels include Automotive, Leisure, Advertising / Media and Movie-goers.
The firm claims to 'amplify the Voice of India', a nation with projected growth of 8% per annum, a youth population of 45% and about 525 million mobile connections.
Shekar, who styles himself Kreator-in-Chief, was founder and Director of Dexterity Business Analysis in 1999, and CEO of successor company Dexterity KPO Services from 2005-9. He began his career as a face-to-face interviewer, and has also worked in social and technology research. India's ESOMAR representative, he is a committee member with UK-based b2b research group BIG, and was voted one of the 'Research idols' at the ESOMAR Congress last year.
In response to what the firm describes as India's need for 'a solid, validated respondent base, able and willing to share their opinions', Shekar says 'krea's USP is in leveraging the online/mobile convergence and a mixed-mode approach to connect with offline respondents as well. krea is the Go-to place to connect with India.'
Web site: www.krea.in .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.