From the category archives:

Qualitative Research Perspectives

Researching Movies

October 17, 2007

Tweet I recently got a brief from a Client who is a large movie-production house, to research their latest offering —- a full-length movie. The objective of research is not just to assess how it might fare and get viewer responses in order to identify motivational hooks, but also to test the marketing strategy, positioning, […]

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The Indian Marketplace – always the bazaar

October 17, 2007

Tweet Niti Bhan who writes Perspective 2.0 shares a snapshot of three mega trends in the Indian marketplace, the key words according to her being: “aspirational, ambitious, entrepreneurial, forward looking and pragmatic” Multiplying Media: “The urbanized consumer has become as demanding and sophisticated as any in the world and the aspirations of the rest are […]

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Does your company have a social media strategy?

June 29, 2007

I was driving back from a meeting when I had a few bloggy thoughts … long drives in traffic and beating rain tend to do that to me! It was a good meeting – regular (I actually said that!!!) qualitative research project among IT students and professionals to understand motivations that drive them to join certain sorts of organizations in a highly competitive field, to figure out a strategy to draw them to my Client’s organization. As we were discussing the research, I suddenly felt – wow – this is the perfect case for a social media / new media strategy —- you have young professionals, in the IT industry, probably heavy users of the internet, a captive target audience that must be familiar with blogs, social networking sites, youtube and the like! When you think of motivations and drivers for this segment, how can you not think of The Influentials, who help them frame their opinions. Am waiting eagerly for my copy which is winging its way here currently. It would be neat to figure out who or what they are in the project I am doing. So somewhere midway in discussing sample definitions, I broke away and asked my client – do you have a social media or blogging strategy – you need one! She was interested I think, particularly since one of her marketing objectives is to build a powerful corporate identity in order to attract the best talent.

Now am hoping it’s a qualitative research +++ project!!  Am beginning to believe any organization or brand that is targeting an audience that is ‘online’ must have a social media strategy.  Social media is in-your-face today, no web user or surfer can really escape it.  

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Shubhangi

March 28, 2007

A picture named shubs.jpgI’ve known Shubhangi for almost 15 years. We worked in the same company then. We still do. She’s been my mainstay at Explore Research and Consultancy, ever since she came on board way back in 1999. I’ve never known her to panic, feel out of control and never once has she met any of my requests (however absurd they may seem) with anything less than a smile and a “we can do it”. She makes my life so easy really.

Tremendously talented and always looking out for something new to do – yeah – she does yoga, is a full-time mum, rides bikes, paints Tanjore paintings, is an expert in Japanese – and now a fantastic photographer. Match that with her deep understanding of humanity, her strong sense of what’s right and not, her ability to question life and you find a precious gem. She has her feet firmly on the ground – and a heart of gold.

Recently, she discovered Flickr – go check out her awesome pictures there – each one has such depth and tells a story. The image in this post is by her – and one that I feel reflects who she is perfectly. She’s also discovering the joys in sharing herself as she has so quickly built a community around her images. And now she’s blogging and learning the ropes – I am so thrilled about this – welcome huggggggs Shubs. For long, I have felt she hides herself away – not anymore I hope 🙂

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