Market research specialist ‘decrypt’ debuts in Sri Lanka

Founder and CEO Sanjay Pal

Country Head Prajika Fernando

decrypt, a new market research specialist, launched its services in Sri Lanka recently to help MNCs, local conglomerates, SMEs, and entrepreneurs action consumer insights to build winning business strategies.  

The company, which already has a firm footing in South Asia, is supported by a team of experienced, dedicated researchers, each with over two decades of research experience. decrypt promises to deliver exceptional consumer insights, which are a powerful support in decision making, which is ultimately a blueprint for success.  

A full serviced market research company, decrypt specialises in qualitative as well as quantitative research and draws on neuroscience for decision making. The company’s mission is to provide “key insights which empower brands, businesses, and services, as well as to add value to people and society.” The market research firm’s vision is to be at the epicentre of brands and businesses by harnessing data, technology, and market expertise.

In opening its doors here in Sri Lanka, decrypt Lanka Ltd. plans to go beyond the traditional mode of market research by ensuring complete, end-to-end management by its senior partners; not just delivering an insight, but also strategising its activation in close partnership with clients; co-creating the future of a client’s brand by bridging diagnosis and a rich understanding and knowledge of consumers and markets; and bringing in innovative research tools and methodologies to address complex business problems and unlock a 360-degree view to the solution.

To this end, the market research specialist will be introducing System 1 and System 2 Thinking by combining implicit with stated/consumer speak across both FMCG and non-FMCG industries, to help marketers in their decision making.

Analytics is another key tool in decrypt’s arsenal, where the firm will partner with clients, and empower them to create winning strategies using inhouse data, and then action them by marketing differently.

decrypt Founder and CEO Sanjay Pal says: “What we do and what we want to do better is partner brands and businesses through their life journeys. We provide in-depth knowledge of consumers and ensure absolute end-to-end management of our clients by a team of the industry’s leading experts.” After being on the leadership team at two big data-driven/market research companies, Pal set up decrypt in 2021, where he is committed to building long-term relationships with local and multinational companies in emerging markets.

As a higher-end analytics practitioner and neuroscience enthusiast, he uses superior cognitive skills to understand consumers’ expectations and transform customer experiences while decoding complex market situations, consumer household behaviour, and media consumption patterns with his signature approach

The Sri Lankan operations is propelled by its Country Head Prajika Fernando, a market research expert with over 20 years of professional experience, who has a proven track record of utilising leadership, cutting-edge research and technology, and building clients across multiple industries (multinational, local, and international). With a history of delivering winning strategies over the years, Fernando has also been an Executive Committee member of the Market Research Society of Sri Lanka from 2015 to 2019 while also serving as Assistant Secretary from 2016 to 2018. Fernando says: “The company aims to do research differently by bringing in advanced technology to the market and delivering the best of two worlds: solid research principles combined with cutting edge tech and data.”