CVP Research & Consulting

How We Think

Two ways of seeing your consumer. One story that moves your business.

Most research is data-heavy or creative-heavy. CVP works in the overlap — where rigorous analysis and human empathy meet to produce a story your whole stakeholder map can act on.

Left Brain

The Data

Statistical significance
Pattern & driver analysis
Methodology discipline
Business-outcome rigor

Right Brain

The Empathy

Consumer storytelling
Persona-led thinking
Lived context & nuance
Narrative that moves people

One decision-ready story

Why Research

Research gives you a chance to learn while the cost of learning is still low. It replaces the guess with a story you can act on — whether you're entering a new category, repairing a struggling product, improving a stalled campaign, or understanding a customer who's slipping away.

Research doesn't just protect a launch.
It protects every decision before you make it.

De-risk spend before it happens

Testing a concept costs a fraction of undoing a launch that misjudged the market.

Catch decay before it compounds

A small dip in NPS is cheap to fix. The same dip three quarters later is a brand problem.

Find white space first

Unmet needs are visible to whoever asks the consumer first.

Replace assumption with truth

Only the consumer can confirm what they actually want.

Turn a vague problem into a fixable one

"Sales are down" isn't actionable. "Users abandon at checkout" is.

Learn from 40, not the whole market

A well-designed sample tells you what you need before the market does, the hard way.

Protect what's already working

Every redesign risks breaking something users already love.

Whatever brought you here —

there's a version of this conversation for your specific situation. That's what the six cards below are for.

What We Help With

However you'd describe what's on your mind right now, it probably sounds like one of these.

These are the six conversations that usually bring people to CVP. See where yours fits — and let's take it from there.

Category Exploration

"There might be real room for us here — we just haven't confirmed it yet."

A genuine hunch about an opportunity, missing a clear, evidence-backed answer.

What would it take to know, in 6 weeks, if it's real?

Brand & Product Strategy

"Our positioning makes sense to us — does it land the same way outside the room?"

Thoughtful and internally consistent. Time to hear it back from who it's for.

What's the one belief that's never actually been tested?

Pre / Post-Launch

"We'd rather learn early than learn expensive."

The product, ad, or campaign is ready. A short check first changes a lot.

Fastest, lowest-cost way to find out before the market tells you?

Problem & Solution Identification

"Something shifted — and we want to understand it properly, together."

A real signal worth attention. Find the actual cause, not just theories.

If we worked through it together, what's first?

Performance Tracking

"We track our numbers closely — we'd love to catch the early signal, not just the trend."

The tracking already happens. Catch the shift before it's a bigger one.

What would spotting a dip a quarter earlier mean?

Discovery with Data

"We have good data — we just haven't had time to ask what it's really saying."

Usage logs, churn, behaviour — ready for someone to find the real story.

What question have you never had time to chase down?

Brands We've Worked With

Across categories, we bring experience without bringing assumptions.

Good research outlives the engagement that produced it — the insight from a single study can shape a brand's decisions for years afterward. These are brands CVP has partnered with, across single studies and multi-year engagements alike.

50+Brands worked with

18+Industries

12Years as CVP Research

BFSI

Indian Start-ups

Food & FMCG

Home & Real Estate

Pharma & Bio-Tech

Advertising Agencies

Automotive & Farm

Education

Print & Media

Alcoholic Beverages

Note: Zomato's parent company is now named Eternal Ltd. — Zomato, Blinkit, and Hyperpure continue to operate under their own brand names, and our work was with these brand teams directly.

Proof, Not Promises

Six problems. Six different businesses. One problem-first philosophy.

TATA 1MG

Problem & Solution Identification

Users found the e-pharmacy prescription-upload step tedious enough to abandon the app mid-journey. The fix wasn't a redesign — it was sequencing: move "Upload Prescription" to step one, and pair it with a major "Genuine Medicines, Same Day Delivery" campaign.

Significant Lift

Top-of-mind awareness in Delhi NCR, in 6 months

BAJAJ QUTE

Brand & Product Strategy

Mapped 120 vehicle-use occasions to name and position the world's first quadricycle — launched in 19+ countries, priced via Van Westendorp modelling.

ZOMATO

Performance Tracking

5+ years, 20+ business problems solved — from cohort engagement analysis to delivery experience benchmarking against competitors.

BOSCH

Brand & Product Strategy

Tested four creative concepts against six service-perception dimensions — landed on "Always On," now Bosch's service positioning.

KOTAK MAHINDRA BANK

Discovery with Data

40+ triads, 15+ FGDs, 30+ DIs mapping the full digital banking journey — landing page through loan approval — against competitor benchmarks.

DOMINO'S

Brand & Product Strategy

FGDs, product CLTs, and competitive brand-personality decoding uncovered a taste-and-innovation gap — new flavors and packaging followed, lifting sales.

Want the full story behind any of these?

See all case studies →

Our Story

From a data-tagging tool to a 12-year research practice — built on 50+ years of research expertise.

CVP didn't start as a research agency. It started as a better way to look at qualitative data — and grew, year by year, into a full research and consulting practice.

2012

Compiled View Plates

Launched as a data-tagging tool for large qualitative studies — the idea CVP is named for.

2014

CVP Research founded

Evolved into end-to-end market research and brand strategy services.

2016

Pan-India quant scale

50+ cities covered, full-scale quantitative operations launched.

2021

Lean UX research

Began serving India's app-first startups with lean, agile UX methods.

Today

12 years as CVP, 18+ industries

50+ brands partnered with across BFSI, FMCG, media, logistics, fintech, and education.

How We Work

We don't start with a methodology. We start with your problem.

Every proposal is co-created — built backward from what "solved" looks like for you, not forward from a template.

Why is this a problem?

We find the root cause, not the symptom you noticed.

Where does it come from?

We map the business environment that created it.

Whose problem is it?

We identify every stakeholder who feels it differently.

What does solved look like?

We design the approach backward from that picture.

CVP fieldworker building rapport with a respondent

Concept ideation session for a product-testing study

A few moments from the field — workshops, in-home conversations, and taste tests, not stock photography.

Who's Behind It

A small team, deliberately built to hold every lens at once.

Every CVP researcher is trained across qual, quant, UI/UX and analytics — plus an instinct for how business runs, because we run one ourselves. Each insight is examined through multiple lenses by the same people, before it's ever written down.

Vipul Jaiswal

Founder in ↗

15 years in research. Engineering + MBA. Started CVP in 2014.

Nikhil Salunke

Research Manager in ↗

9+ years across quant and qual, MBA in marketing and research.

Prottoy Chakraborty

Research & Analytics in ↗

MBA in Marketing & Finance with a financial consulting background. Supports survey design and field-to-report coordination.

Ashlyn Almeida

Researcher

8 years in advertising — brings creative thinking to consumer-behaviour nuance.

Swati Jain

Operations & Vendor Relations

20+ years in research project coordination and quality supervision.

Senior Consultants — Project-to-Project

Tarun Abhichandani LinkedIn ↗

Mentor & Quantitative Lead. Industry experience of 25+ years. Co-Founder at Collective Mind of N Lab Private Limited. Ex. Group Business Director at IMRB, now Kantar.

Ashish Karnad LinkedIn ↗

28 years of consumer insighting experience. Expertise in Data Analytics, Data Modelling, ROI, and Media Measurement, including respondent-level first-party data analytics. Ensures rigor in segmentation, MaxDiff, and KDA modelling.

Jayanth Govindraj LinkedIn ↗

Cultural brand strategist with 30+ years of experience turning human insight into commercially effective strategy. Blends cultural intelligence, consumer psychology, and symbolic thinking to help brands move from messaging to meaning.

Shravan Narula LinkedIn ↗

Data and commercial strategy leader with 16+ years of turning complex data into business growth. Led data functions at Nielsen and Kantar before founding his own full-stack data venture. Expertise in data products, go-to-market strategy, and market research and measurement.

Two ways of seeing your consumer. One story that moves your business.

Research doesn't just protect a launch.It protects every decision before you make it.

De-risk spend before it happens

Catch decay before it compounds

Find white space first

Replace assumption with truth

Turn a vague problem into a fixable one

Learn from 40, not the whole market

Protect what's already working

Whatever brought you here —

However you'd describe what's on your mind right now, it probably sounds like one of these.

"There might be real room for us here — we just haven't confirmed it yet."

"Our positioning makes sense to us — does it land the same way outside the room?"

"We'd rather learn early than learn expensive."

"Something shifted — and we want to understand it properly, together."

"We track our numbers closely — we'd love to catch the early signal, not just the trend."

"We have good data — we just haven't had time to ask what it's really saying."

Across categories, we bring experience without bringing assumptions.

BFSI

Indian Start-ups

Food & FMCG

Home & Real Estate

Pharma & Bio-Tech

Advertising Agencies

Automotive & Farm

Education

Print & Media

Alcoholic Beverages

Six problems. Six different businesses. One problem-first philosophy.

From a data-tagging tool to a 12-year research practice — built on 50+ years of research expertise.

Compiled View Plates

CVP Research founded

Pan-India quant scale

Lean UX research

12 years as CVP, 18+ industries

We don't start with a methodology. We start with your problem.

Why is this a problem?

Where does it come from?

Whose problem is it?

What does solved look like?

A small team, deliberately built to hold every lens at once.

Vipul Jaiswal

Nikhil Salunke

Prottoy Chakraborty

Ashlyn Almeida

Swati Jain

Senior Consultants — Project-to-Project

Tell us your problem. We'll co-create the approach.

Research doesn't just protect a launch.
It protects every decision before you make it.