This paper explores the paradox consumers face between health and indulgence in the packaged food category, where rational acceptance often meets emotional rejection. Using behavioral economics frameworks like COM-B and MINDSPACE, we diagnosed the cognitive dissonance stalling habit formation, despite high trial. Our approach decoded hidden consumer barriers and designed nudges across product, packaging, positioning, and promotion. The result - subtle shifts in cues, naming, and messaging that unlocked repeat behavior. We argue that researchers must go beyond uncovering context…to architecting behavior change through behavioral design and emotionally intelligent interventions...
Assistant Manager, Consumer Insights
Director (Quantitative)
Director (Qualitative)
This case study shows how AI-driven emotional analytics and qualitative methods combine to uncover deep consumer insights in India’s scooter market. For TVS NTORQ, facing established giants and agile rivals, it uses facial coding, generative AI, and conversational AI alongside human expert interpretation. This ‘AND vs OR’ research strategy pairs AI-captured emotional authenticity with human-led behavioural analysis to scale research. Analysing over 100 hours of unstructured data yielded strategic, actionable insights for brand positioning, marketing, and product development. The approach offers a scalable model for market research...
Co-founder & CEO
Traditional Net Promoter Score (NPS) frameworks often miss the context in which consumers rate their experience, leading to misread signals and missed retention opportunities. This paper introduces Contextualized NPS (C-NPS)—a next-gen loyalty model that combines structured scores (NPS), unstructured sentiment (VoC), and contextual factors (age, education, culture) to predict and prevent churn. Anchored on churn as the business outcome, and powered by machine learning, the model recalibrates NPS for sharper prioritization and early warnings. The result is a more predictive, nuanced, and actionable score—built to guide brands from passive listening to proactive decision-making. ..
General Manager – Consumer Insights & Intelligence, Marketing
Managing Partner
Faced with declining relevance, Kellogg’s Chocos reimagined itself by fusing quantitative precision with qualitative empathy. A multi-modal approach spanning product scape benchmarking, social listening, immersive lapser studies, ethnographic deep-dives, rapid prototyping, and communication refinement - helped decode and address dual challenges of shift in taste preferences and health skepticism. Chocos reignited growth and brand love by moving from split narratives to unified storytelling and embedding iterative feedback across product, pack and communication. The result: double-digit growth, market share gains, and renewed consumer relevance. This paper showcases how agile step by step research approach can power brand reinvention in today’s complex consumer landscape...
Sr Manager, Insights and Analytics
Sr Associate Director, Insights and Analytics
Move over GenZ; there is a new kid in the block waiting to be wooed and cajoled by marketers. Get to know the success story of how an iconic food brand connected with the new kid alias Gen Alpha with the help of “Juvenology” a bespoke research approach that unravelled the fascinating characteristics of this rather complex cohort who have truly leveraged the power of “And” as they seamlessly switch between being adult and child in their digitally powered everyday lives..
Consultant, Qualitative Insights
Consumer Insights lead – Foods & Nutrition
This paper details the design, evolution, and outcomes of a complex district-level population estimation project for Airtel, exemplifying a ‘Power of And’ mindset to create actionable demographic insights amid profound administrative flux and challenging data limitations. By threading together government census, civil registration, electoral, and commercial syndicated datasets using advanced mapping, imputation, and machine-learning methods, we deliver granular, up-to-date population and cohort breakdowns vital for market and service strategies. The process highlights both the value of data convergence and the practical challenges of working in a fast-evolving federal setup. Findings inform not just client strategy, but broader industry thinking on methodological pluralism for emerging markets. ..
Account Manager
Deputy General Manager – Consumer Insights and Intelligence
In India’s new age of attention, consumers no longer just tune in—they flow. They scroll, swipe, pause, skip, and binge. Across India, from the humming chaos of Delhi streets to the quiet fields of rural Odisha, the way we watch, feel, and connect through video has changed forever. Not long ago, families gathered around a single television set, sharing laughter, news, and stories. Today, those moments are shifting. A teenager in a small village streams cricket on a smartphone, while his grandmother still waits for her favourite serial on TV. This evolving behaviour is not just about screens—it is about connection, belonging, a silent cultural transformation and an Upgradation Story! ..
Director – Content Planning & Strategy, Network Research
Group Head -Data Science
In our effort to scale research through online surveys, the human connection, present in offline interviews, faded. This study reimagines the online survey experience using four AI Agents: a welcoming AI avatar, a live-assist chatbot to clarify confusion on-the-go, a probing agent for open ends, and a contextual guide for complex tasks like MBC. Through a split sample design with 1,200 respondents, we evaluated the impact of this team of agents on engagement, comprehension, and data depth. The results indicate that digitally reintroducing the human touch can drive richer responses and better retention, without compromising scalability, leading to more thoughtful participation and higher-quality data. ..
Deputy Manager, Research Operations
Chief Solutions Architect
In a rapidly evolving consumer landscape, where trends emerge and fade faster than ever before, traditional new product development (NPD) models often fail to keep pace. This paper presents a comprehensive, AI-powered consumer-first innovation framework that combines real-time cultural signals, social listening, search trends, and AI evaluation models to accelerate the path from insight to product. Through a multi-layered methodology involving trend mapping, persona development, white space identification, and AI-driven concept generation and validation, this approach aims to reshape the way brands approach innovation. It not only reduces time-to-market dramatically but also increases the relevance and success probability of new product ideas by grounding them in actual consumer needs. ..
Sr. Executive
General Manager- Consumer Insights
This study titled "Decoding the Indian Mosaic" uses a new approach to analyze market segmentation at the micromarket level in India. It combines traditional surveys with digital transaction data to understand urban consumer behavior, including online shopping, spending, and order frequency. Using segmentation and clustering, it explores spatial market research and Q-commerce. The study highlights predictive modeling, market opportunities, and decision-making support. Findings offer strategic value for urban planning, service delivery, and targeted marketing, balancing theory with practical insights. ..
Associate Vice President
Director, Research and Insights
This concept paper presents an innovative method for evaluating advertising effectiveness among children by combining real-world eye-tracking with pupillometry (cognitive load measurement). Conducted with kids aged 11–14, the pilot study tracked their visual attention and mental engagement while viewing ads and during a simulated in-store snack purchase. Findings challenge traditional recall-based methods, revealing that ads which held children in a “focused” cognitive state were more likely to influence actual purchase. The study offers a less intrusive, more predictive approach to ad testing for kids — moving beyond claimed responses to capture what truly drives attention, engagement, and choice. ..
Consumer Behaviour Consultant
In an era dominated by internet memes across social feeds and whatsapp, their viral presence has garnered significant interest among cultural commentators and marketers. While traditional market research methods are well entrenched in our routine, this paper explores whether memes, as humorous and culturally rich expressions, can serve as a valid lens into consumer sentiment. Given their immediacy and cultural resonance, memes offer what structured methods often miss: real-time, emotionally charged insights into authentic consumer feelings. The objective of this exercise is to assess whether meme analysis can complement conventional market research by uncovering raw, genuine consumer narratives, thereby enabling brands to respond faster, innovate smarter and importantly connect more deeply with their audiences. ..
This paper analyses how unsupervised structural learning models reveal links between brand mind measures, market performance, and digital behaviour, leading to recommendations on improving brand health which are based on a holistic view rather than reading these metrics in isolation. ..
Vice President & RGM Lead, Innovation & Product Domain
Account Manager, Innovation & Product Domain
As AI adoption accelerates, marketing’s biggest roadblock isn’t the technology—it’s the team. This paper introduces the Human–AI Collaboration Readiness (HACR) Framework, a conceptually grounded, practice-tested model distilled from 15 leading academic and industry sources. HACR identifies four critical levers—Role Clarity, Agile Workflows, Continuous Upskilling, and Cross-Functional Collaboration—that determine whether AI becomes embedded or estranged. Unlike infrastructure-heavy maturity indices, HACR focuses on team dynamics and operational agility. It equips CMOs with a strategic diagnostic lens and offers researchers a scalable blueprint to advance human–AI synergy in real-world marketing environments. ..
Assistant Professor
Head of Business Development & Strategic Partnerships
Embarking on a transformative journey, we partnered with a leading non-banking financial company (NBFC) to redefine credit access for Kirana stores in urban India. Our mission was to craft a cutting-edge, data-driven underwriting model that leverages machine learning to assess retailer creditworthiness with precision, using a minimal set of observable features. This endeavour overcame the unique challenges of limited markets, delivering a solution that balances simplicity, scalability, and predictive power. By identifying key determinants of revenue and streamlining the loan underwriting process, our model empowers our client to foster financial inclusion, enabling thousands of small retailers to thrive. ..
Vice President,
Group Account Director
This paper presents an Integrated Brand Intelligence System (IBIS), a hybrid model that combines the structured rigor of traditional brand health tracking with the agility of real time digital and market-facing signals. IBIS integrates survey-based KPIs with a diverse array of sources—including Social media conversations, Google search trends, paid media exposure (GRPs), Retailer/Dealer sentiment, and inputs from Qualitative research—to build a more holistic and predictive view of brand health. The model identifies themes and signals that drive changes in brand consideration, helping marketers move from lagging indicators to forward-looking insight. By bridging the gap between structured and unstructured data, IBIS offers a smarter and more agile approach to brand tracking—transforming it from a retrospective measurement tool to a real-time decision system. ..
JVP - Insights & Data Science,
In today’s digital-first research world, AI can both corrupt and defend survey integrity, fuelling bots and synthetic responses while also powering detection. Fraudsters now deploy VPNs, spoof devices, and LLM-crafted text to evade traditional filters. With global fraud draining hundreds of millions annually, the threat is both real and costly. To understand and deal with this threat, we built a five‑layer Data Quality Firewall, from pre-survey security and engagement tactics to semantic AI validation and adaptive learning. This system not only enhances survey reliability but is also a step towards building India-specific data quality benchmarks...
Director, Research Operations
HARMONI(Human + Algorithm Resonance Model for Optimal Network Impact) revolutionizes media planning for content marketing by moving beyond traditional product focused models to address the unique challenges of launching experiential content. This research develops an AI-powered framework that measures cross-platform synergies between TV, Digital, and other media touchpoints, optimizing resonance and reach. Tested on 10 show launches across 3 language markets, HARMONI achieved >10% Slot Reach with fewer media vehicles and >95% accuracy in Reach predictions. The model demonstrates that integrated "AND" strategies combined with custom targeting deliver superior ROI compared to siloed approaches, establishing a new paradigm for media planning...
Associate Director, Category Insights
AI Delivery Lead
Traditional market planning tools often fail to capture the pace of today’s volatile and complex FMCG markets. While there are plenty of commercial tools available for strategic planning in the market, they do not speak with each other, limiting the utility. This paper introduces an innovative simulation-based approach that transforms data into an interactive, scenario-driven decision-making platform that works as a game for maximum engagement. Designed as a lightweight, always-on complement to retail data, the system enables users to rehearse strategies in a simulated, risk-free environment. This tool combines power of deep granular data, commercially available models, and AI to accelerate decision cycles. ..
Director (Industry Insights and Thought Leadership)
Lead Data Scientist (Analytics)
This case study explores how a high-performing Gen Z team overcame disengagement and monotony within a demanding client protocol by co-creating a next-gen motivational playbook for & by Gen Z, broadly based on Alderfer’s ERG framework. Through targeted interventions the team achieved renewed engagement, reduced attrition, and stronger collaboration. The result was not only improved morale and stability, but also higher revenues and a scalable blueprint for re-energizing process-driven, Gen Z teams. ..
Director, Insights (Global MR)
What happens when a brand in the business of making content comes across generation that is not like any other – comes with a self-image so distinct, aspirations so unique and worldview that is so diverse and deviant? Gen Z is a generation of ANDs - self-critical and self-loving, consumerist and conscious, hyper-social and quietly reflective, proud of their roots and hungry for global exposure. They stream and scroll, binge-watch and build playlists. What began as content research became a deeper roadmap for collaboration—seeing Gen Z not only as an audience but as storytellers, creators, colleagues, and, above all, humans. ..
Senior Vice President – Consumer Insights
In an age dominated by AI, automation, and real-time analytics, the enduring value of human-centric research often risks being overshadowed. This paper presents a transformative study conducted by KANTAR for TVS Credit, highlighting how strategic, insight-led research reshaped the organization’s approach to customer satisfaction and loyalty. Moving beyond traditional satisfaction metrics, the study highlights how emotionally grounded, human-centric insights fuel meaningful organizational transformation. More than a measurement exercise, the research journey became a catalyst for change. By embedding rich, emotionally resonant data into decision-making process, TVS Credit redefined its customer engagement strategies and unlocked new avenues for growth. ..
Executive Vice President
Senior Manager – Market Research