Pravin Shekar (pictured) said his new company, Krea, will create panels specialising in the healthcare, youth and mobile markets, as well as supplying custom research communities.

He said: “Krea’s USP is in leveraging the online/mobile convergence and a mixed-mode approach to connect with offline respondents as well.”

Shekar started out in the industry as a face-to-face interviewer. He holds the title ‘kreator-in-chief’ at the new firm, and is Esomar’s representative for India and a committee member at the Business Intelligence Group.