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Executive Interview
Mritunjay Kumar
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   Executive Interviews   
An Interview with
Mritunjay Kumar
InsightzClub Pte Ltd
C0-Founder & CEO

InsightzClub applies the immense power of artificial intelligence technology to examine vast amounts of digital data in an exhaustive way and finally offer valuable, personalized and actionable insights to clients. Their suite of solutions offers help for every stage of the marketing journey. Some include: iFeed (an agile way to get quick access to consumer opinions), iEval (an assessment tool for users’ rational, emotional and behavioural data), iConsume (to track users’ beverage consumption on the go) and iCheck (to assess, activate and convert users in their brand experience journey).

InsightzClub solutions are available in an online dashboard as well as mobile apps, all updated in real time. Some are available on an annual subscription basis and others through a pay per use basis. According to their needs, clients can choose the relevant solution.

Publish Date: 
24 January 2021

Tell us about your background, and how you came to found your company?

Mritunjay Kumar is the co-founder and CEO of a digital marketing research start-up ‘InsightzClub’, one of Asia’s fastest growing start-ups based out at SIngapore. Before setting it up in 2017, he held leadership roles at many leading international consumer insights agencies like Nielsen, Kantar, Millward Brown and TNS for 16 years. Managing large multi-cultural teams

The consumer insights industry has not changed in decades and has been using traditional methodologies in collecting insigts. Due to manual processes and high dependence on human beings, the process is very slow. Users may need to wait weeks and months to access these insights. So, data isn’t being used most of the time. We have observed that 70% marketing decisions aren’t supported by any data and marketing spending isn’t as effective as it should be and hence, InsightzClub was founded

What is most important to you and your organization – mission, vision, or core values? Why?

I am a team player, believing strongly in honesty and transparency. Along with practising these habits, he encourages the same in the workplace as well. “Being honest and transparent are very critical to building trust. This works with team members, investors, customers and business partners. I prefer to be simple and straightforward. Being transparent has also helped me rethink situations from new perspectives and this has helped me take better decision everyday.

Can you explain briefly how your service(s)/product(s) works?

InsightzClub analyses large quantities of data from many channels, to deliver intelligent, actionable marketing insights to clients. By going one step even further – analysing behavioural and passive data in real-time –the company realizes a better customer engagement and greater return on investment.


InsightzClub’s comprehensive suite of hi-tech marketing solutionscan produce results quickly. Being supported by data, these actionable insights can help clients make intelligent decisions to safely grow their business. Here are some of its solutions:

  1. iSENSE: A smart tool to test new products with a special ‘target activation’ feature,

  2. iNAVIG8: A tool to help clients assess, activate and convert customers in their brand journey,

  3. iFEED: An easy and agile way to quickly gather consumer opinions and market validation,

  4. iCONSUME: A tool to easily track beverage consumptions on the go and in real-time

  5. iCHECK: Test, optimize and measure brand upliftment of all digital campaigns,

  6. iEVAL: A tool to assess concepts with respect to rational, emotional and behavioural scores.

All their solutions are available to clients in a real-time dashboard as well as mobile apps, either through an annual subscription or pay-per-use basis. Clients can choose a particular tool, depending on their requirements

How has the industry been changing in recent years?

There has been lot of adoption of digital marketing research solutions and usages of behavioural & passive data lately due to the current situation by the Brand owners. We have seen that it allows brands to look at the consumer sentiments deeper to drive higher brand loyalty and better customer engagement.

What makes you different from what’s currently available in the market?

Our deep understanding of consumer insights and usages of behavioural data on top of 1st party data makes us unique among our competitors. Our ability and flexibility to offer customise solutions to address all the marketing issues will be always our differentiation and value proposition for the brand owners.

What does the future hold for your company?

Our primary focus is to disrupt the market research industry. So, we want to continue improving our proprietary technology to remain agile, accurate, offer more value to the clients. We want our products to provide clients with our subscription model to improve and increase usages of data in all the marketing decisions. In the next three to four years, we are looking to expand offices to more markets in the world and build strong synergy amongst the InsightzClub team members as well as with our clients,


Mritunjay Kumar

Supplementary Information

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