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TMRCTMRC StoryTeam StoriesServiceWhere we workContactTMRC StoryWith more than 15 years of experience, we have become probably the most innovative insights-based branding and communication consultancy in China, India and other SE Asian markets. We blend science and art, research and creativity – and enable solid research, motivating strategy and evocative creativity to draw from and to feed each other.We believe in emotionally impacting the consumer, and not just telling them something. We create meaning, becuase people care about the meaning that a brand delivers to their lives. We don’t just use cutting-edge innovative insights tools, we apply them into coherent and robust processes. Our seamless Ztory™ process infuses consumers’ subconscious experiences and psychological motivations into innovation, branding and creative communication.Our clients know that excellent marketing connects through emotion and persuades through story. Knowing how to incubate, craft and tell an effective brand story, we make sure that we impact consumers’ hearts and minds.Paromita GoswamiInsights & Realization DirectorREAD MOREGuo XiaorongInsights & Realization DirectorREAD MORELi JunrongInsights & Visualization...READ MOREJoyce DingInsights & Realization ManagerREAD MOREHolger E. MetzgerManaging DirectorREAD MORELiu ChengchengInsights & Realization ExecutiveREAD MORESiddharth MohantyInsights & Realization ExecutiveREAD MORECindy CheRealization & Planning DirectorREAD MORESnigdha BoseSenior Insights & Realization...READ MOREEric SeidnerSenior ManagerREAD MOREPREVNEXTInsightsIdeasImpactQualitative InsightsZMETImplicit Association Testing (IAT)Consumer Experience NarrativesUnderstanding Consumers’ Hearts & MindsQualitative InsightsWhat are Insights?Insights are what we discover when we peek into people’s hearts and minds.And that’s not easy to accomplish. Most traditional approaches fail to crack the surface.We infuse innovative elements from cognitive psychology into traditional qualitative techniques, to enhance the depth and reliability of consumer feedback.Making our rigorous analysis client- and marketing-friendly, our reports are complemented by insightss documentary videos that focus on key insights and specific implications for marketing.Appraoches include: ZMET, IAT (implicit association testing), PA (perception analyzer), Ethnography, FGDs, IDIs, Dyads, Consumer Immersion.One of our qualitative approaches is using Perception Analyzer with immediate qualitative follow-up groupsZMET® – Zaltman Metaphor Elicitation TechniqueDeveloped by Harvard Business School marketing professor Dr. Gerald Zaltman, ZMET® is the world’s only patented insights technique, as it is based on a scientific understanding of how the human mind works.TMRC maintains an exclusive license to administer the ZMET® technique for China, India and most SE Asian markets.We have integrated and advanced ZMET® into our own Ztory™ Process that transfers
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