Not one engagement, but twenty-plus — across the Grofers-to-Blinkit transition, cohort-level churn, delivery experience, and emerging categories. What a long-term research partnership actually looks like.
Most research engagements solve one defined problem. Our work with Zomato (now under its parent entity, Eternal) has run for more than five years, across more than twenty distinct business problems — which means the most honest way to describe it isn't a single need-approach-outcome arc, but a pattern of how research kept showing up exactly when the business needed a different kind of clarity.
One study focused on customer cohorts segmented by demographics, lifetime orders, and order frequency — 300+ interviews of 15-20 minutes each, working from a database Zomato provided of its own users. The goal was simple to state and hard to execute: understand why each cohort was or wasn't engaging, and build a tailored strategy for each.
During the shift from Grofers to Blinkit, we ran 240 interviews across quick commerce newbies, regulars, e-commerce enthusiasts, and loyal local-grocery shoppers — a sample deliberately built to capture every type of relationship a customer could have with this brand-new category. The study benchmarked the app experience directly against the other major players in quick commerce and e-commerce at the time.
The relationship extended into operational research (a time-motion study auditing Hyperpure's last-mile logistics across three cities), brand campaign testing (evaluating how delivery-partner imagery and trust were landing with consumers), and new category entry (researching consumer acceptance ahead of Zomato's move into health and supplements).
What ties all of it together isn't one methodology — it's a partner who already understands the business well enough to know which question actually matters next.