Capabilities
Six Pillars. One Team.
Custom marketing research — from product optimisation and brand health to AI-powered visual attention — built to show how people think, choose, and act in the real world.
Analytics
Transform complexity into clarity
Advanced quantitative analytics that uncover the 'why' behind human choices, enabling data-driven product and communication decisions.
Product developmentPortfolio optimisationAd claim testingPricing research
Methods & Approaches
- MaxDiff (Best-Worst Scaling) for feature & claim prioritisation
- Conjoint & TURF analysis for product configuration
- Segmentation & cluster analysis — psychographic & behavioural
- Regression-based driver analysis for KPI improvement
- Key driver analysis (KDA) for brand equity and CX
- Volumetric forecasting and adoption modelling
Sensory Science
Science of taste, texture, and perception
Specialist sensory evaluation using trained panels and affective testing with real people — purpose-built for FMCG, food & beverage, personal care, and fragrance categories.
Recipe reformulationProduct launchNPD screeningShelf-life testing
Methods & Approaches
- Trained descriptive analysis (QDA / Spectrum method)
- Affective testing — central location and home-use tests (HUT)
- Temporal methods: TDS (Temporal Dominance of Sensations)
- CATA / RATA (Check-All-That-Apply / Rate-All-That-Apply)
- Sensory shelf-life and stability evaluation
- Fragrance / flavour optimisation in partnership with ingredient suppliers
Syndicated Research
Ready intelligence, shared cost
Proprietary multi-client trackers and panels that deliver continuous, cost-efficient intelligence across food-service, media, and FMCG categories.
Market sizingCategory trendsCompetitive benchmarkingEntry decisions
Methods & Approaches
- Table Share® — India's dedicated out-of-home food-service panel (16 cities)
- Monthly FMCG household behaviour tracker
- Annual media consumption & OTT habits study
- Quarterly brand health monitor (sector-specific)
- Category trend reports with year-on-year benchmarks
Impact Research
Measure what matters beyond profit
Specialised social research for CSR programmes, government schemes, and impact organisations — rigorous measurement of social, environmental, and community outcomes.
CSR reportingESG disclosuresGovernment schemesNGO impact measurement
Methods & Approaches
- Community baseline surveys and needs assessments
- Government programme evaluation and reach studies
- ESG outcome mapping and stakeholder interviews
- Beneficiary satisfaction & perception tracking
- Social return on investment (SROI) frameworks
- Longitudinal impact assessment panels
Market Research
Full-spectrum behavioural understanding
End-to-end primary research across B2C and B2B sectors — from quick dipstick polls to large-scale multi-market studies, delivered with analytical depth.
Brand strategyNew category entryCX improvementCampaign effectiveness
Methods & Approaches
- Usage & Attitude (U&A) studies
- Brand health tracking — awareness, consideration, preference, loyalty
- Concept & product testing (monadic, sequential, comparative)
- Customer Experience (CX) and NPS programmes
- Shopper and path-to-purchase research
- Qualitative: FGDs, in-depth interviews, ethnography
Advanced Methods
Tools That Support Clearer Research
We adopt intelligent methods — eye-tracking simulation, text coding, predictive modelling — where they genuinely sharpen insight, not as a default for every project.
AI Gaze™
Eye-Tracking Simulation
Elastic Tree's flagship proprietary tool. Using deep learning models trained on thousands of real eye-tracking sessions, AI Gaze™ predicts human visual attention on any uploaded image or design with 92% accuracy — fully remote, no hardware required.
92%
Accuracy
24 hrs
Turnaround
–60%
Cost vs. Traditional
AI-Augmented Analytics
Faster Insights at Scale
Machine-learning models accelerate response quality validation, open-ended text categorisation, and driver analysis — enabling our analysts to focus on interpretation rather than data cleaning.
5×
Speed Gain
100,000+
Data Points
12+
Quant Modules
Predictive Modelling
Decision-Ready Forecasts
Advanced MaxDiff, conjoint analysis, and regression-based driver models translate real human preference data into ranked, simulation-ready product or communication decisions.
High
Accuracy
MaxDiff, Conjoint
Models
Priority Scores
Output
NLP & Text Mining
Open-Ended at Scale
NLP-powered verbatim coding, sentiment classification, and theme clustering across Tamil, Hindi, English, and other Indian languages — ensuring no qualitative nuance is lost in large-scale quant surveys.
6+
Languages
Yes
Auto-code
Built-in
Sentiment
AI Gaze™
Four Deliverables
When visual attention is the research question, AI Gaze™ delivers four complementary outputs.
Heat Map
Colour-coded overlay showing relative attention density across the entire stimulus — instantly identifies high- and low-engagement zones.
Hot Spot
Isolates the single most-fixated area on the visual, helping you confirm that the primary message or pack design element is landing where intended.
Gaze Sequence
Frame-by-frame animation recreating the natural scan path of the human eye, revealing the true order in which elements register.
Area of Interest (AoI)
Quantified fixation metrics per defined zone — time-to-first-fixation, total dwell time, visit count — for rigorous cross-stimulus comparison.
Where Clients Apply AI Gaze™
Packaging design evaluation & shelf standout testing
In-store planogram and POSM optimisation
Print and digital advertising pre-testing
Website UX and landing page effectiveness
Logo and brand identity review
Menu board and food-service display testing
Have a research challenge in mind?
Our team will propose the right methodology — qual, quant, or a hybrid — tailored to your timeline and budget. Send us a visual stimulus and we can run a sample AI Gaze™ analysis too.