In today’s research landscape, online interviews have become faster, cheaper, and more accessible than ever. From metro cities to small towns, researchers can now connect with consumers across geographies in just a few clicks. But does that mean offline research is no longer relevant? Not at all. The choice between online and offline research should never be driven only by convenience or cost. It should be driven by the kind of understanding the study requires. Online intervi

~ 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 an early feedback on a ne