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HomeInterviewsMore Actionable, Dependable Insights Of Your Consumer Behaviour With InQognito Insights

More Actionable, Dependable Insights Of Your Consumer Behaviour With InQognito Insights

One more woman entrepreneur on our website- I just hate it. Oh wait, Don’t get me wrong, I do not hate woman, but I hate to see so many woman entrepreneurs on this platform. Being a male, sometimes i feel inferiority complex from woman, and sad to see that why our platform do not have equal number of male entrepreneurs, but at the same time feel so super excited and happy to see that woman of my country are getting out of their kitchens and doing a remarkable job not in the regular 9-5 job, but also in business, research, entertainment and any sector you can think. Seriously my India is shining and rising now. I am proud of them.
Coming back to the story, Consumer Insights & Analytics, what are they and how are they important. Lets just ask few questions –

  1. Will you ever show a video of chocolate cookies on a website related to tech blog?
  2. Did you know that ‘gaadi, bangla and bank balance’ is no longer what the youth wants.. they want to spend on experiences – travel and food instead?
  3. Did you know, the first toilet in the row in a public restroom, is always cleanest – as most women skip it!

Interesting right, and how often we think we know all about that consumer, and assume he will like us/ our brand.
Today we have more than 1.3 billion websites all over the INTERNET, we have newer brands talking to us every day – there is so much data that the consumers is going through to make that decision….
Pertinent to know where to put your monies as a brand marketer so that you hit the right target, right audiences and get the complete ROI of your money?
This is the key role of Insights & Analytics. They don’t just tell you about your total visits, brand awareness, but also give you a deep knowledge of your customer behavior, their choices and decisions, what makes them buy and watch so that you invest your hard earned money on right product, innovation, advertising and build your brand which connects – for full assurance of your total paisa vasool.
Meet Smriti Singh Bhatia a young entrepreneur from Delhi who started her venture InQognito Insights, which works in the space of consumer insights. Her partners in this crime – Akhil Hari Singh, an analytics nerd, and Ravish Bhatia, a stickler for efficiency – bring you the right mix of consumer insights that are genuine, path-breaking and actionable.
InQognito cannot just tell you the right advertising platform but also the right positioning for your brand, consumer acceptability for your idea and products, develop concepts and new products… and let you spend wisely on your marketing & advertising by exploring consumer truths.
NB- All the male readers, Never think a woman is not good in maths and analysis, I am sure InQognito Insights will blow your mind with with the sheer power of authentic consumer insights..
1.What is the Name of Your Venture?
InQognito Insights Pvt. Ltd.

2.Who is your target Audience?
Marketers of Consumer Brands, Social Organisations, Digital & Advertising Firms
Across industries: Automotive, Technology, FMCG, FMCD, Healthcare, and Finance
3.Where is your venture based (city, state, country) & What are your target areas?
We are based out of Delhi NCR, and cover PAN India
4.What problems does your venture solve? What are your products or services?
We are a specialised consumer research outfit, comprising passionate qualitative researchers, and partnering with clients in their consumer understanding journeys, brand building, New Product Development and product and communication feedback.
We specialise in integrating technology based tools with market research methods, thereby staying ahead of the curve and provide actionable inputs to the clients.
5.Share the idea or story behind the venture. How did it come to an existence?
InQognito Insights is a passionate venture of its core founders – Smriti Singh Bhatia, Akhil Hari Singh and Ravish Bhatia who joined hands to create disruption in the consumer insights business, driven by the zest to perform and create a unique standing for themselves.
Smriti (Chief Visionary) has been a veteran in the market research industry with over 15 years of experience. She has led business with big MNCs in this sector, Nielsen, TNS and her last stint as Qual head at Kadence International
Over the last few years, servicing some of the big MNCs, we always felt the need to do more, go beyond, and do different, to challenge mindset of One BOX fits all… We wanted to innovate, think different, and provide real insights to clients, by engaging in doing meaningful work.
InQognito Insights, thus is a specialised research outfit, which is committed to providing high quality insights to client, and innovative solutions to their consumer marketing problems.

6.How did you identify your co-founder? Tell us something about your co-founder/s
In this journey of exploring ones’ passion for consumer understanding, Smriti has found the best partners who bring in unique expertise to the mix.
Akhil Hari Singh, Chief Disrupter – Akhil is an innovator, out of box thinker and perfection seeker, who likes to find new ways of doing things, and has a very strong technology background which provides interesting spin to our offerings and differentiate InQognito Insights in the research marketplace. He comes with more than 10 years’ experience in strategic consulting, and marketing research.
Ravish Bhatia, Chief Firefighter – Ravish has more than 16 years of experience working with exciting brands and spearheading the financial operations in his previous stints. Ravish brings in efficiency to our business processes and financial management, ensuring strong statutory compliances and ensuring profitability for the venture by building in financial discipline, smooth operations and cost efficiencies.
The three of us, fit in beautifully in our respective roles and represent the unique blend of precision, creativity and prudence, required for success of any business venture.
7. How did you hire your first team members
Our team strength is of 5 researchers and the team has been working with us over past few years across different firms. They are passionate, young enthusiast sharing our vision for growth and joined the exciting start-up journey along with us.
As a team, we make one of the best research units in the country, with each one contributing 3 times of their potential.

8.What expansion plans are you looking for the next 2 years, next 5 years?
We have aggressive business plans to grow at a fast pace and capture the market, creating our unique identity, and the journey has already begun. In the short span of 6 months, we have won interesting assignments from our clients, and become their trusted source for qualitative insights.
In the next 2 year, we aim to grow our footprint to capture the West and Southern market research by opening our offices in Mumbai and Bangalore.
Alongside we aim to invest in building strong technology backed products and scale the revenues by more than 200%
9.Where do you want to see yourself in next 10 years?
By 2025, InQognito Insights, will be top most agency and much sought after for value consumer insights, with having presence in UAE, INDIA and key SEA markets via strategic alliances.
10.Have you raised any funding? Or have any plans for the funding?
We are currently looking for funds and exploring different sources for the same, as we want to capitalise on the momentum. We seek angel investors, who believe in our vision and help us channelize our potential to achieve our goals in record time. Our business has high profitability and thus, makes a great venture for any investor to grow their net worth.

11.What were the problems you faced during the starting days and how did you resolve them?
To make your mark is always challenging, and the biggest change one needs to bring about is in their mindset – having come from secured environment of corporate, you need to reinvent yourself and start from scratch. And that is where the excitement lies.
The biggest challenge was accumulating the funds that give us a good start and propel us to a sustainable working for the initial months. We tried looking for external funds but in the end have been managing by emptying our persona SAVINGS and PIGGY BANKS.
We did not face most of the challenges that start-ups face i.e. getting business and resources. The founding team had a strong equity and trust amongst the industry and we soon joined by a team of able researchers. On the business front, within the first month of launch we had our first project and it has been smooth sailing since then
12. What have been your biggest challenges and learning so far?
Life is too short to regret, so live it and relish each moment… learn from your mistakes and keep growing – if there is a problem, there is solution, you just need to have the wisdom to find it

13.Are you married, single or in a relationship?
Happily married for the last 12 years and have two lovely boys who are my source of energy and passion
14.What are your hobbies? What do you do in your non-work time?
Love to go out and travel with family, explore new places… watch movies.
Devote my time to Buddhism and making good causes

15.Whats your favorite food & holiday destination?
Love to explore different cuisines and cultures, open to experiment and quite a foodie at that.. Favourite destination is unwinding by the waters
16.Whom do you consider your idol or biggest motivator?
My biggest motivator is the Phoenix, which rises from its own ashes and renews its spirit – I believe in Never Giving Up.
My idol is Dr Daiskau Ikeda, my mentor who has taught me how to live life and never begrudge it

17.What do you feel is the major difference between entrepreneurs and those who work for someone else?
Entrepreneur is for the passionate at heart, for the risk takers – it has a crazy sense of satisfaction and ownership for everything you do… gives me great adrenalin rush to build and rebuild!
18.If you had the chance to start your career over again, what would you do differently?
Would have switched jobs more often sometimes you a pay a price of being loyal!
19.How has being an entrepreneur affected your family & Social life?
It has expanded my day by over 10 times… I do everything from household chores, to managing my little ones, and my work – I believe in giving 100% to everything I do… and so my life has grown many more times and I am loving all the madness that comes with it
20.Anything, you would like to say to our readers or upcoming entrepreneurs?
Just believe in yourself… focus on the problem that you are solving for self or others and keep at it… success is already written for you
21.Tell us something about your education & family background.
I am the eldest child of my parents, so there has been a sense of responsibility that came naturally to me, and being the daughter of renowned medical practitioners, research was something I guess I inherited in my genes. As a child I was always taught to question and seek change for good – which has prepared me unknowingly for the challenges that life has thrown in many ways… and I owe it all to my parents and their bringing up, which makes me keep going!

22.What is your USP which makes it unique & different from other start-ups in similar domains.
We do not have any competition in the literal sense today, as we have charted a unique path – by embracing technology in our business. Our passion, and zest to collaborate and add value to our client business is infectious, and we are already doing so and winning their trust, which is a big motivator
23. What do you think is the biggest threat to the success of small businesses & Start-ups today?
In India, while there is a lot of Start-Up buzz today, we still are way behind in having a good financial ecosystem for small and new ventures… there is a herd mentality which believes in investing in similar kind of businesses even if somewhere they know it may be just a bubble waiting to burst.
While we hear of Start Up India and other such government initiatives, we are still way far from enjoying their true potential.
It will still take years for us to reach the advance nations where the sentiment and mindset for incubating start-ups develops.
24. Do you consider yourself successful and by what means do you measure success?

Yes, we are already on the panel of big corporates and soon to be their preferred partners for insights business, which is very encouraging and makes us believe that we are on the right path.

p class=”western”>Success is also measured by satisfaction, its similar to feeling when you look at your baby taking the first steps…

25.Please share complete name, address, phone number, email id & website of Your Business & Contact Person

Smriti Singh Bhatia

Chief Visionary

InQognito Insights Pvt. Ltd

#102, first floor

6006, Springhouse

DLF Ph – 4, Gurgaon 122002




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