Mr. Ashutosh Sinha
Senior Vice President
Marketing Sciences Group
Mr. Ashutosh Sinha has graduated in Economics from Delhi University and has a post graduate degree in management from the Indian Institute of Management, Ahmadabad. He heads IMRB’s Marketing Sciences Group, and is based in New Delhi.
He has had a long career in market research and has worked in IMRB International and Research International. He has experience of working on a wide variety of products and subjects: including print audience measurement, pricing and conjoint analysis, and advertising pre-testing. Lately, he has been involved in creating Spotlight; IMRB’s advertising pre-testing system; and IMRB’s product testing protocol. He has also been associated with many studies on pricing and conjoint, for a variety of products including food and beverages, mobile and broadband services, laptops, printer and cartridges, and direct- to- home television.
He was associated with the development of India’s urban socio-economic grading system, which was launched in 1988 by the MRSI. Over the last few years, he has led the analysis leading to a new socio-economic grading system for both urban and rural India. This has recently been adopted as the new standard by the marketing community.
He also has experience in segmentation studies, particularly occasion-based segmentation in various markets including India, Vietnam, Thailand and Egypt. In recent years, he has also been associated with a major study to segment India’s youth.
