Can you briefly share your career progression?
I joined Bitopi Advertising Ltd’s research wing in 1988. Later, in 1995, I decided to become an entrepreneur and founded Sirius. The initial days were very stressful, as I didn’t have the seed capital. I borrowed some, and continued knocking at the doors of potential clients. There were disappointments but I never lost hope. Now, after running the company for 19 years, I am relieving myself of the duties of the CEO soon. I will act as an advisor from now on.
How did Sirius come to being?
I started the company with my friend and partner, Shami Imam. Both of us took risks, quitting our jobs and starting out of my living room with a computer, a printer, and few clients. Indian Market Research Bureau (IMRB), an established agency in the field at that time, had supported us since the inception.
Would you tell us more about Sirius?
When we started, only few multinationals spent money to buy research. We felt, to make a meaningful impact and to be noticed by potential clients, we needed to offer an improved methodological approach to research questions in comparison to what was available. We needed to develop some readymade products, which could widen the client base. While preparing customised research, we pioneered media research with our first media survey in 1997. Marketing and advertising companies received this quite well and they subscribed to a better understanding of and measure for their advertising spending. This was later followed by “National Level Media Studies,” which today is the currency of understanding media habits of different segments of the population.
What was your vision?
My vision has always been to establish Sirius as a trusted institution that continually helps businesses in marketing products and services, and develops human resource capabilities in this area. Today, Sirius can claim to have attained this position.
Why the name: Sirius?
In ancient times, Sirius was the guiding star for sailors. It still is and always will be the brightest star in my life.
What services does Sirius offer?
Sirius is a full-fledged market research company offering a wide spectrum of services from building a brand to tracking its performance. The company applies the most advanced and time-tested methodologies to address client research needs. Besides, Sirius is the only company that offers specialised services, including media monitoring through National Media Survey (NMS), and TV audience measurement system - a comprehensive insight on media usage patterns across demographic segments including reach and penetration through different media. Sirius also has a nation-wide survey of households that tracks the households’ monthly purchase patterns of more than 300 brands.
Sirius is not merely a data supplier, it also processes information obtained and advises clients on the strategic approach that may be taken to market their products and services.
What are the opportunities of marketing research and survey in the domestic context?
Over the last decade, the markets of Bangladesh have experienced remarkable changes in terms of availability of new products and services. Initially, only multinational companies were interested in buying research services. Now, local companies are seeking research support as well. Information and insight is valued above all. Everyone is keen to know: Why I am slowing down? What competitors are doing? Who the new entrants are? How to position my brand? How to a have loyal customer base? What are consumer insights?
Both marketing research and social research has been instrumental in changing the way marketing strategies and social initiatives are undertaken. Emerging economies as ours require good thinking and quality information that can be translated into actionable business, social awareness strategies and innovation. As someone said, “only change is permanent,” we researchers believe in the philosophy of change which helps us to constantly innovate, find new paths, interpret new things and mould them into insights for business and social development organisations.
Today, there is an ever-growing need for connecting business needs and professional response. While markets are expanding and each brand striving to establish a constituency, the ensuing dynamism intrigues the mind of professionals involved in marketing and communication.
The challenges ahead are no longer easily discernible to manage the changing business and social landscape. To bring any meaningful impact in the economy we must gain a large share of the consumers’ minds and for this we need research to dissect peoples’ needs at proliferating levels. Hence, there is a need for business to collaborate with research companies to take informed decisions.
Tell us about your teaching experience.
Whenever I am asked to deliver a lecture on marketing research I always say: “Marketing research is just common sense.” Books read by students are developed based on Western and European context so it does not essentially relate to our country’s context.
I do not give them any books or texts and instead provide them with local case studies, teaching them how to write Terms of Reference, and how to develop questionnaires, field planning methods, quality check methods, and sampling methods etc.
Any favourite quote.
“Knowledge can be communicated, but not wisdom. One can find it, live it, be fortified by it, do wonders through it, but one cannot communicate and teach wisdom”.
What’s next in your career?
I am still very much involved with Sirius, still I make time to pursue other interests. There’s just so much to do, see, and learn but resources are so scarce.
