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
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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
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Back to Work Internship

March 31, 2018

‘After our meeting, I want another half an hour to talk about something personal’, said Damayanti on the call. Damayanti told me of her sister-in-law, Anandi, a stay-at-home mom for 18 years. ‘Take a look at the CV. I really want her to meet you. She is depressed. My husband and I want her to get out of the house and do something’. Anandi’s CV showed that she was a creative…

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Pravaas – A Journey to Empowered Growth

The Beginning: We were invited to undertake leadership development for SETCO Foundation, the CSR initiative of a large Automotive ancillary major, SETCO Automotive. Meeting their President, Ms. Urja Shah, sitting in on their presentation, studying their their annual report and website gave us confidence on the passion and intent fueling the vision, ‘to enable a community to actively ensure that every child and woman has full access to healthcare, nutrition, education…

December 2, 2017
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Work Work Balance

We are at a three-day workshop with the client, a large company, spending long hours with their successful young leaders. Our day begins at 8:30 am over breakfast and closes at 7:00 pm. A few of the managers are already at their table in the conference room. Deeply engrossed into their mails or poring over documents. Some are on the phone over lunch and a few of them are doing…

October 11, 2017
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