What Hansa Research does

Hansa Research is an Indian market research and consumer insights firm founded in 1983 and headquartered in Mumbai, with 501-1,000 employees. The company designs and executes large-scale survey-based studies for enterprise clients across multiple Indian verticals, producing proprietary research products such as the Advertising Impact Measurement (AIM) Study, the Customer Experience Study (CuES) franchise covering both life and motor insurance, and the Trade Confidence Index Report on SME family businesses engaged in international trade. Its core methodology centers on quantitative consumer panel data — evidenced by sample sizes of 3,600-4,200+ respondents per major study — and it differentiates through attention-and-engagement metrics rather than traditional reach-based measurements.

The business operates on a B2B syndicated and custom research model. Syndicated studies (AIM, CuES) function as recurring, subscription-style benchmarking products where multiple clients in a vertical subscribe to rankings and trend data, while custom engagements — including a strategic partnership with SPJIMR's Center for Family Business & Entrepreneurship for the Trade Confidence and Internationalisation Report — extend the firm into bespoke client work and academic collaborations. Distribution is primarily direct enterprise sales within India, with awareness generated through industry publications and press releases tied to study launches.

Customer segments span life insurance, motor insurance, media and advertising, sports broadcasting, and SME family businesses. Named enterprise clients include Axis Max Life, ICICI Prudential Life, HDFC Ergo, Acko General, Tata AIG, and Royal Sundaram. Hansa Research maintains no disclosed AI/ML technology stack, no public API or SDK surface, and no parent company or funding history in the available data, indicating a privately-held, organically-grown firm whose moat rests on decades of proprietary Indian consumer panel data and brand authority in CX benchmarking.

Name

Hansa Research

Website

https://hansaresearch.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hansa Research is a Mumbai-based Indian market research firm founded in 1983 that conducts proprietary syndicated and custom consumer studies — including the AIM Study and CuES insurance benchmarks — for enterprise clients in insurance, media, and SME sectors across India.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Competitive Intelligence & Benchmarking (BPAHALAB), Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

Keywords

• Market research services
• Consumer insights
• Customer experience benchmarking
• Syndicated research studies
• Custom research consulting

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Syndicated Research Reports: Hansa Research conducts and publishes syndicated research studies such as the Advertising Impact Measurement (AIM) Study, Customer Experience Studies (CuES), and industry-specific research reports that are made available to multiple clients.
2. Custom Research Studies: Partnerships with academic institutions and industry bodies to conduct specialized research, such as the SPJIMR Center for Family Business report, suggesting custom research engagements with specific clients.

Distribution channels2 records

Marketing channels2 records

Core offering

Hansa Research is a market research and consumer insights agency that conducts large-scale consumer surveys and publishes syndicated research studies for multiple industries. Its core offerings include the Advertising Impact Measurement (AIM) Study for digital media consumption analytics, the Customer Experience Study (CuES) program for insurance sector benchmarking, and custom research engagements conducted in partnership with academic institutions. The company also provides data collection, CRM, strategy planning, and outsourcing services for enterprise clients in India.

Product overview

Hansa Research operates as a market research and analytics company offering specialized research studies and benchmarking services. The company provides the Advertising Impact Measurement (AIM) Study for digital consumption analytics, the Customer Experience Study (CuES) program covering life insurance and motor insurance sectors, and Trade Confidence Index reports. These research products serve clients across industries by delivering consumer insights, rankings, and benchmarking data based on survey-based methodologies.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising Impact Measurement (AIM) Study A syndicated research study measuring advertising impact and digital consumption habits across major platforms including social media and streaming services. Analyzes consumer reach, engagement time, and platform influence metrics for media and advertising clients.
• Customer Experience Study (CuES) - Life Insurance Annual customer experience benchmarking study for the life insurance sector, evaluating customer satisfaction, Net Promoter Scores, claims processing efficiency, and service quality across Indian life insurance providers. Used by insurers for competitive positioning and customer advocacy measurement.
• Customer Experience Study (CuES) - Motor Insurance Customer experience benchmarking study for motor insurance covering two-wheeler and four-wheeler segments. Surveys consumers across major brands on pricing, transparency, digital adoption, and switching behavior to support competitive positioning for motor insurers.
• Trade Confidence Index Report Research report measuring trade confidence and internationalization prospects among Indian SME family businesses engaged in international trade. Provides indices on export sentiment and risk assessment across 13 measured dimensions, based on 461 owner-manager responses, conducted in partnership with SPJIMR Center for Family Business & Entrepreneurship.

Quantifiable outcome

• 20-point improvement in industry NPS over five years documented in Insurance CuES
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• SPJIMR Center for Family Business & EntrepreneurshipcoreStrategic or Co-development Partner · 19 May 2026Partnership between SPJIMR's Centre for Family Business & Entrepreneurship and Hansa Research to release the Indian SME Family Business Trade Confidence and Internationalisation Report based on 461 responses from owner-managers of Indian SME family businesses engaged in international trade.
• Axis Max Life InsuranceminorOthersAxis Max Life Insurance was featured as #1 ranked company in Hansa Research's Customer Experience Study (CuES) 2026 with NPS of 61.
• HDFC ErgominorOthersHDFC Ergo was featured as #1 ranked insurer in Hansa Research's Motor Insurance Customer Experience Study (CuES) 2025 with NPS of 71%.
• ICICI Prudential Life InsuranceminorOthersICICI Prudential Life was featured as a frontrunner in Hansa Research's Insurance CuES report with NPS of 65%.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Kantar: Global market research and consumer insights giant operating Kantar Millward Brown and IMRB in India. Directly comparable through syndicated brand/consumer tracking studies and CX analytics, but operates across a much broader portfolio spanning dozens of countries.
• Ipsos: Global market research and survey-based insights provider with strong Indian operations. Directly comparable offering syndicated and custom research across consumer, advertising, and CX domains; broader geographic and portfolio reach than Hansa.
• Nielsen: Global audience measurement and consumer insights leader with Nielsen India operations. Comparable through syndicated audience/ratings research (TV ratings, consumer panels), though Nielsen's scale and global breadth exceed Hansa's India focus.
• GfK (now part of Ipsos/NIQ): Global research firm with consumer panels, retail measurement, and custom research offerings. Comparable in syndicated consumer intelligence and vertical benchmarking, but with significantly larger global footprint and technology stack.
• Dunnhumby: Customer data science and insights firm serving retailers and consumer brands with loyalty/CX analytics. Comparable in CX benchmarking and consumer insights deliverables, but differentiated by retailer-data foundations Hansa doesn't operate.

Direct peers

• BARC India: India's Broadcast Audience Research Council, a joint industry body that operates the country's TV viewership currency. Directly comparable as a syndicated audience-research provider serving advertisers and broadcasters on subscription/recurring basis, but specialized to television rather than multi-platform.
• IMRB International: Long-standing Indian market research firm (now part of Kantar) offering syndicated and custom consumer research across categories. Closely comparable in legacy Indian syndicated study business model and vertical coverage, including consumer durables, FMCG and media.
• RAM (Radio Audience Measurement) India: Indian radio listenership research provider modelled on the BARC-style syndicated industry-currency approach. Comparable business model (joint industry-funded syndicated measurement sold to advertisers/agencies), but limited to the radio medium.
• TAM Media Research: India-focused advertising and media research firm measuring ad spend, channel viewership, and media consumption. Directly comparable syndicated-media-research business targeting advertisers and broadcasters, but narrower focus on advertising monitoring than Hansa's multi-vertical scope.

Regional players

• CustomerXPs / Hansa Cequity (Hansa Group affiliate): Customer analytics and CX-focused firm operating in adjacent Indian market research and customer experience data services space. Comparable CX/loyalty analytics focus, but emphasis on transactional data rather than Hansa's survey-based syndicated benchmarks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hansa_research

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hansa Research