- authentic referral from customer on service over two decades “...has played a pivotal role in drawing Road maps for many FMCG brands . Focus Group based Qualitative research is probably the most challenging exercise in the qualitative research spectrum for it involves sensitive probing like psychography and deciphering of coded desires and wants. Shammaa is Principal Moderator for Focus groups and she … has many success stories to show case and few of them are mentioned below: Raga Herbal- Re-positioning for National launch. True Nice Biscuits- Packaging strategy and pricing dynamics. True Ready- to- eat, fat -free noodles- Product standardization, Brand positioning, Packaging solutions and Communication pitch. Prospects study for a yet to be launched Confectionery range...”