We live in an era of experientialism, where experiences and lived memories are being valued over tangible possessions. This paper explores this dynamic landscape of experiences. It offers a glimpse of how experiences will evolve over the course of time. It delves into the exciting possibilities that awaits us on the horizon and how we attempted to tame the future, which is exciting but could be unpredictable. This journey is also a deep dive into delayering experiences by anchoring it in human motivations and attempts to show its shades of evolution overtime- a Maiden lens to decode and delayer experiences...
Director, Qualitative India
Senior Manager, Qualitative India
Innovation Planning Manager
This paper presents a methodological innovation in user experience research for the App Development Process. Our approach scrutinizes the design aspects of popular digital payment platforms through the lens of the ‘Extreme User’ – individuals with varying levels of technological familiarity and language proficiency. By conducting a comprehensive usability testing and semiotic analysis, our pilot study identified critical design limitations in existing applications. Leveraging these findings, a new application (working prototype named ApnaPe), was meticulously crafted and evaluated. ApnaPe showcased substantial enhancements in usability during the onboarding and money transfer processes compared to the popular digital payment apps...
COO & Member of BMB (BIAS Management Board)
Sr. Behavioural Designer
Founder, Lead Semiotician & Brand Strategist
In the competitive light meal space, our entrenched brand faces two critical challenges. First to defend its current dominant share against emerging competitors, where we quantified the likelihood of future brand switch and ways to prevent the same. Second to grow by addressing needs of supplementary spaces, where we utilized visuals to uncover subconscious needs. One of the key needs was variety and hence new product ideas were developed, and their potential was assessed via a revolutionary approach using just 1 open ended using predictive analytics. Thus, providing a robust framework for brand growth and retention in a dynamic landscape...
Consultant
Research Executive
Executive Director
Assistant Manager – Consumer and Marketplace Insights
Senior Manager – Consumer Insights
Central to marketing effectiveness is ad-testing which is increasingly becoming less about a Go/ No-Go, and more about optimisation. Most survey-based approaches take the route of asking respondents about the creative to take that decision. So, it basically comes down to the respondent’s ability to articulate their views about the ad. This ability to articulate is at best, very weak and hence survey-based approaches are unable to provide accurate and effective inputs on where to tweak the ads to make them better. Leveraging System 1 tools, specifically neuroscience, enables brands to understand which parts of a creative are strong, which are not working and why. This allows brands to make more effective versions of their ads and reduce wastage...
Director, BASES Neuro & Design Lead
Senior Brand Manager, Devices
The research paper throws light on potential of conducting consumer research in an immersive environment through virtual reality. This innovative approach allows us to gather unfiltered and authentic responses from respondents, removing distractions and providing a unique immersive research experience. The immersive environment (Café’verse) is a game changer for how we conduct research, enabling us to delve deeper into consumer insights. We conducted ‘Café verse’ research for Nestle's Nescafe brand, specifically to test cafe themes. The results were nothing short of intriguing, providing valuable insights and informing strategic decisions...
Lead Consumer Insights
Research Director
Group Service Line leader, Ipsos Qual and Synthesio
Research Manager
Manager Consumer Insights
Are we really connected with consumers ? As insights professionals, our goal is to establish meaningful connections with consumers and transform their feedback into actionable insights. However, traditional market research methods are falling short, often resulting in long & boring surveys or narrowly structured discussion guides that lead to transactional interactions with consumers and recycled insights...
Co-founder & CEO
Co-founder & President
Creative Specialist & Solution Architect
MGR – Marketing research
Step into the future of consumer research with a seminal study where we leverage the power of Emotion AI to deepen the understanding of Purchase Drivers, the Decision-making Process, and Competitor Brand Preferences for a leading US-based semiconductor manufacturer. Through a meticulous Emotion AI-aided analysis of virtual and face-to-face interviews, we unlock the genuine feelings & attitudes of respondents, going beyond stated surface responses. This approach harmoniously blends cutting-edge AI/ML technologies such as the Facial Action Coding System (FACS), Speech Transcription & Text Sentiment Analysis with traditional qualitative methodology that is enhanced with non-verbal intelligence. Using Emotion AI to reveal what words cannot express, our study is a careful orchestration of scientific methods & human emotion. In this first-of-its-kind investigation, we decode emotional cues, unveiling the hidden emotional drivers behind every seemingly rational choice...
CoFounder and CPO
CoFounder
Senior Manager of Consumer Insights
Co-Founder & CEO
While the alien intelligence is trying to understand our mind, we have done the reverse. A linguistic study, where ChatGPT is the subject. Over a period of six months, we obsessively conversed with ChatGPT. ChatGPT is introspective and has grey clouds in its personality. It reflects our desires and a canvas which projects our inner hopes and fears, yet ChatGPT is someone you would love to invite to dinner. ChatGPT confronts the notion that a good conversation can only happen between two humans. ChatGPT delivers the promise of a new civilization spearheading a cultural shift from ‘image’ to ‘text.’..
Cultural Aggregator, The Alternate Room
It is high time that the potential of social data be given its due value. Social Media analytics has been mostly restricted in its identity to a tactical tool best suited to generate quick inputs with the support of its advanced AI/ML based framework. Many have failed to acknowledge the benefits of its well-groomed insights in long-term strategic decision making. The study shows how an amalgamation of AI/ML with human expertise in research can generate answers to one of the most pressing questions faced by brands today “What is the next thing that we can offer?”..
Consumer and Market Insights
Senior Research Executive
Senior Consultant
Marketplace Emulator is a tool which replicates online shopping platforms to provide ‘near-real’ shopping experience to consumers and to help brands understand consumer buying behavior in detail. It is a technology driven tool which can be used to optimize and strengthen e-com strategies. Before investing significant resources in production, brands can utilize Marketplace Emulator to test product ideas or prototypes with consumers. This can provide early feedback, allowing them to make necessary adjustments and validate the potential success of a product before launching it on online shopping platforms...
Account Director – Research
Director – Client Development
Associate Manager – Research
With changing digital landscape, increased digital penetration & high growth in E-commerce, India is witnessing a change in the consumer behaviour. Today’s consumers are shopping online extensively & are ready to pay a premium for enhanced product quality & service. According to a report by CII, the D2C market-size in 2027 will reach a base of $ 60 Billion USD. D2C offers a chance to play in a huge product portfolio with multiple innovations (demand spaces, ingredients & formats) at the same time. We harnessed insights from the D2C 1P data for 5 brands and 100+ SKUs using statistical models like KNN to develop three new tools - vintage reports, product recommendation engine, D2C Scorecard to provide thought leadership to D2C business. By tapping on these insights, our D2C business has advanced immensely over a span of 365 days. Our orders & revenue has increased by 442% & 950% paving a path of growth & profitability driven by consumer insights...
General Manager – Beauty & Wellbeing and Personal Care, South Asia
CMI Manager – Lakme and PBBU
Sr. CMI Manager, PDC South Asia
General Manager – CMI PDC, South Asia
CMI Senior PDC Executive
Given relentless advancements in technologies, it was essential to adapt to latest technology in ongoing track with gamification to enhance consumer engagement. To meet need of the hour, we took a step back to refine & reassess our current approach. Several planned measures were deployed in this transformation journey to ensure smooth transition while warding off biggest fear of ‘trend break’. Script scalable to latest technology which aids seamless collection given concerns of disrupted internet connection was key priority. This comprehensive journey of over 3 months, replete with stringent monitoring culminated in successful transition to latest gamified technology in track...
General Manager CMI
Consumer Insights Manager
Sr. Manager Scripting
Associate Director
Commute is a lived reality for all – takes up a significant portion of one’s day, requires conscious thought and planning and has seen rapid innovations in the last few years. However commute is also one of India’s biggest urban challenges, and one that appears too tough to solve. Where does one even begin when there are issues linked to access, safety, poor infrastructure and environmental concerns. And who takes up ownership of solving for various hurdles linked to commute? In this paper, we describe how we took upon the mammoth yet most exciting task of arriving at the future of commute in urban India, and enabled active choice making with the various scenarios that emerged...
Senior Lead
Associate
Nestle utilized a framework using multiple parameters to arrive at Market Size & Prosperity Index. The framework allows a bottom-up approach via classification of each state | district into granular segments. Nestle has utilized the MSI-PI approach across multiple projects to identify new growth pockets in urban and rural for core portfolio as well as new launches. This helped expansion of route to market and drive growth...
Manager – Consumer Insights
In the fascinating world of automotive vehicles, an interesting analogy emerges. Commercial trucks can be likened to the quintessential hardworking family member who tirelessly puts in effort day after day. The focus has been more on very functional, and rationale needs. The spotlight has been more on vehicles and not the person behind. Despite not receiving the same glitz and glamour as their more popular passenger car counterparts, these dedicated trucks bear significant burdens and play a crucial role in keeping the wheels of industry turning. Our research challenge revolved around delving deep into the essence of Commercial Vehicles, aiming to uncover the very soul that brings the steel to life. It was unique as we looked at commercial vehicle owners and drivers from the lens of aspiration and hence change...
Director, Automotive
Manager
Deputy General Manager, Market Research, CVBU
In a project with deep implications on advertising spends for a large FMCG giant, we embarked on a journey to understand media habits in rural India. While we could ask consumers what they watch, we knew that people would not be able to tell us everything that they watched especially on digital media. Keeping this in mind, we designed the project using a media habits survey and passive tracking which allowed us to get strong insights on what people say they do vs what they do. Over 6000 consumers were interviewed across 8 states of Rural India with a focus on individual media consumption (not household)...
CMI Director, Nutrition and Ice creams,South Asia
Senior Research Manager
Sr CMI Manager, Fabric solutions, South Asia
Managing Director
Product Evaluation has been approached in a standard product-centric format by most clients and agencies. However, with the evolving market dynamics and consumer needs, it becomes imperative for the clients to come closer to the consumers to formulate a successful brand strategy. The need is to push the boundaries and steer towards a slightly unconventional direction to approach the launch of the new brand. This paper emphasizes on reinventing the approach into a more consumer immersive process, without losing the core of product evaluation...
In today's world, continuous employee engagement is crucial, especially in the post-COVID landscape where circumstances have changed. It is important to understand how employees feel and their level of connection to the organization. We are submitting this paper under the theme of “Sailors” as this talks about the measures that we have implemented for development of our workforce. This paper focuses on the annual survey we conduct to gather feedback from employees regarding our policies, actions taken for their well-being, and more. In a nutshell, this engagement survey helps to get to the CORE of the organization, through PEOPLE...
Director, HR
Organizations need to change with evolving times. Research agencies today face the same challenge as that of marketers, i.e. of holding their consumers' attention and making an impact. Delivering engaging and impactful narratives powered by facts is a need of the hour. Through this paper we present how at Ipsos India, we put together and led a storytelling initiative to drive behavioral change across our teams of researchers. Thereby, elevating our outputs and fostering a positive impact both internally with our teams and externally with our clients...
Executive Director, Service Line Leader - Synthesio
Senior Client Director, Client Organisation