Leaders
In today’s data-rich environment, market research has transformed into a high-impact tool that supports agile and customer-centric business models. The industry’s relevance lies in its power to deliver actionable insights in real time.
The adoption of advanced technologies, such as AI-driven analytics, automated platforms, and immersive techniques, are driving the industry toward more predictive, scalable, and inclusive research solutions.
Guided by an unwavering commitment to create meaningful change, driven by a diverse and multidisciplinary background, Amrita Biswas brings 30 years of experience in the market research industry. A multi-domain foundation has equipped Amrita with a unique, cross-functional perspective that continues to inform her work in research and analytics.
Fuelled with relentless curiosity and sharpened by international exposure, she underscores the importance research holds in informing, influencing, and transforming decisions at every level. Her tenure at leading firms such as Ipsos, Nielsen, and ORG-MARG is supported by her strong academic credentials.
Currently, serving as a Director and shareholder on the board of ORG India, she leads and contributes to various research and consultancy initiatives. Amrita’s professional focus remains on delivering actionable insights through methodologically sound and ethically driven research, helping business and institutions navigate complex environments with confidence.
Give us a glimpse of your educational and professional journey. How did your journey in market research take shape?
My academic path began with a science degree from Presidency University - Calcutta, where I was among the year’s top graduates. This was followed by a B.Ed. and a teaching career in schools, which developed my ability to systematize information and engage with people effectively, both of which became crucial in market research.
I also undertook formal training in computer programming, teaching in the corporate sector for several years, before earning my MBA from the Department of Management Studies at Madras University.
An MBA internship at ORG marked the start of my journey in market research. I stayed through its transition to ORG-MARG and Nielsen, and then expanded my global exposure by joining U.S. based market research and analytics firm Information Resources Incorporated (IRI, now called Circana). Post-IRI, I re-joined Nielsen before moving to Ipsos to explore new research domains.
I eventually returned to ORG as a stakeholder and director, leveraging both business insights and governance experience. With a Master Green Belt in Six Sigma and formal training in project management, I bring a strong foundation in quality control and efficient project execution.
Stay agile in execution, anchored in core values
What key areas of expertise did you develop over the years in the market research domain?
My journey began with ORG working on a range of research projects across industries. I transitioned from retail syndicated research to heading a multidisciplinary team at Nielsen, spanning consumer and retail research.
At IRI, I deepened my skills in analytics through projects involving retail and consumer panel data. Rejoining Nielsen, I managed large clients while leading a measurement science team across South Asia and spearheaded the creation of data-driven solutions blending consumer, media, and retail research.
My move from Nielsen to Ipsos opened new avenues ranging from customer satisfaction studies to telecom, media, and government-led social research.
What is ORG India all about? Tell us about the organization’s key areas of specialization.
Founded in 2004 by professionals from Nielsen, ORG India is a 100 percent Indian-owned research firm committed to integrity, inclusivity, and delivering decision-enabling insights for clients across sectors. We champion methodological excellence and uphold research integrity, even in challenging field environments.
Our portfolio spans public health, aging, education, and livelihoods, alongside deep expertise in consumer and retail research across FMCG and industrial sectors. We operate not only in India, but in partnerships across South Asia (Sri Lanka, Nepal and Bangladesh).
We have also recently entered the African continent, with our operations in Nigeria. We apply rigorous, mixed-method approaches, blending digital tools, qualitative insights, and field interviews, for robust evaluations and impact assessments.
What key roles and responsibilities do you shoulder as a Director at ORG India? What are you currently focusing on in terms of driving the organization’s growth?
In a market dominated by large, high-cost research firms, we provide accessible, high-quality research solutions tailored for small and greenfield entrepreneurs, offering flexibility, lower overheads, and actionable insights.
With strong field infrastructure across India, we handle complex, large-scale studies while keeping operations efficient. We are also investing in tech-led solutions, using AI for analysis and computer vision for retail intelligence.
We leverage AI across the research lifecycle, design, analysis, and delivery, while prioritizing projects that influence public outcomes. Our goal is to connect grassroots realities with research excellence to inform, empower, and transform communities.
Looking back, what have been some of your most crucial professional milestones? As a business leader, what is your ‘success mantra’?
One of my early career milestones was the ability to move fluidly across consumer insights, retail, and social sectors. This breadth of experience was further enriched by my work in advanced analytics and GIS-enabled micro-marketing solutions, deepening my expertise in data-driven strategy. A pivotal aspect of my growth has been the autonomy to develop new products and pursue unconventional approaches.
My guiding principle is to remain agile in execution, yet unwavering in ethics, quality, and client-centric service.
How do you foresee the Indian market research sector evolving in the near future? Which industry trends will create the most significant impact going forward?
Future research will increasingly rely on hybrid methodologies, combining digital tools, mobile-based data capture, and AI-driven interviews to engage respondents across multiple touchpoints. As a recent trend, research is shifting toward real-time delivery, with clients demanding immediate insights for agile decision-making. Simultaneously, there is growing emphasis on hyperlocal data, targeting smaller markets and even household-level customization.
With governments increasingly relying on citizen feedback and tech-enabled insights, research is set to play a critical role in shaping policy. The convergence of diverse data streams will unlock deeper, integrated insights. Ethical standards, data protection, and organizational transparency will be non-negotiable in research, forming the backbone of trusted, high-impact insights.
Amrita Biswas, Director, Org India
Amrita is a passionate market research expert specializing in transformative research empowering organizations through data-driven decision-making. As a Director and Equity Holder at ORG India, Amrita plays a strategic role in driving key research and consulting engagements. International exposure has enriched her research acumen and reinforced commitment to ethical standards and methodological rigor. For Amrita, impactful research stems from a blend of integrity and purpose which are essential in driving meaningful transformations across sectors.
