Defining the “Who”

~ Smita Arora, Sanjana Ramani, Deepa Soman A particular group of people that is identified as the intended recipient of an advertisement, product, or campaign is called target group or audience. A target group is a particular group of people that a product or service is intended to reach.  It becomes a crucial part of market research as the decisions are based on the findings of the study. Meeting the right target audience…

April 20, 2018
Read More >>

Best Practice in Stimulus Usage in Qual Research

~ Aparna Khadilkar, Tanvee Dixit, Deepa Soman Stimulus is something that evokes response viz., action or exertion or quickens action, feeling, thought. Stimuli in research are any materials or items used as an aid along with discussion guide to gain responses that allow that extra layer of understanding, including emotional drivers, unconscious behaviors’ and the otherwise unsaid. It is a key element in both qualitative & quantitative studies to get…

April 13, 2018
Read More >>

The Everyman/ Regular Guy Archetype

January 19, 2018

The Everyman/ Regular Guy Archetype By Nitinder Dutt and Deepa Soman “Let every man be respected as an individual and no man idolised” – Albert Einstein The theory of archetypes was introduced by Swiss psychologist Carl Gustav Jung. He believed that universal, mystic characters – archetypes – reside within the unconscious minds of people all over the world. Archetypes represent the fundamental human motifs of our experience as we evolved,…

Read More >>

The Outlaw Archetype

The Outlaw Archetype ~ Akansha Singh, Deepa Soman “People will only remember you for the rules you break” The Outlaws or Rebels are fiction favourites, striding through their worlds with a confidence bordering on arrogance and shaking the foundations their society has always known — often doing so with little to no help at all from those around them. Also known as the rebel, revolutionary, iconoclast, and misfit, the Outlaw is the archetype…

December 8, 2017
Read More >>