Bangalore: Web and mobile survey company QuestionPro aims to tap into the Indian market by offering its corporate account to Indian academic institutions for free for one year. The 13-year-old, headquartered in Seattle, has its Indian base in Pune and already has 28 institutions on board, including several Indian Institutes of Management (IIM) and National Institutes of Technology (NIT).
“Our first foray into India is through academic and university channels. It (their software platform) not only gives faculty members and research institutes a set of robust analytical tools, but it also enables students to gain hands-on know-how on how to measure, collect and analyze the data ”, Vivek Bhaskaran, CEO of QuestionPro, said in an email.
Bhaskaran said QuestionPro wants to capture the evidence-based decision-making market in emerging markets such as India, China and Latin America, which need tools and services for processing and l ‘data analysis.
“The verticals we are looking at are academic institutions and companies that record customer feedback (like hotels), which have yet to catch up in India,” said Aditya Bhat, vice president of sales, QuestionPro.
Bhat said QuestionPro’s mobile app, which allows users to record survey responses offline, is a key feature and helps businesses avoid paper-based surveys that take a lot of time and effort.
For example, start-up Anant Learning and Development has benefited from using the app to assess farmers who have been trained under a special skills program called the National Skill Certification and Monetary Reward Scheme, by the National Skill Development Corporation. The start-up customized the software in 17 languages and, after six months, was able to assess 10,000 farmers in one month, up from 300 before they started using QuestionPro.
Each month, more than 20,000 surveys are created and 200,000 responses collected using QuestionPro, which has approximately 4,000 companies as customers.
QuestionPro competes with SurveyMonkey and Qualtrics, two US companies funded by venture capital. SurveyMonkey was launched in India in 2012 with competitive pricing tailored to the market, but, according to Bhat, QuestionPro’s prices were lower.
One of the reasons we reached out to educational institutions is that students who use it in college will continue to use it even as professionals. Qualtrics, which is known for academic research surveys, has seen great success with this strategy.
QuestionPro needs to step up marketing to reach more colleges and the one-year offer helps. Bhargav Revankar, associate professor at a Bengaluru-based global business school, said they had moved from Qualtrics to QuestionPro. “I wouldn’t have changed without the one-year offer,” he said.
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