Now stop spending hours taking notes, re-watching session recordings or poring over lengthy transcripts! Just get yourself an Ai Assistant that handles all the boring, time consuming tasks, leaving you free to focus on building narratives and developing strategy! In this paper, learn how Ai is transforming the qualitative research game, from emotion mapping via facial coding to nuanced insight-ing from conversation analytics. And all this with your own personal Research Assistant who makes your work faster, easier, more affordable and maybe even more enjoyable. With Ai as your Man-Friday, qualitative research just got a whole lot easier & a lot less tedious!..
CoFounder & CEO
CoFounder & CPO
This paper investigates the transformative potential of AI-powered conversational surveys in reintroducing the human touch to online survey methodologies. Traditionally, online surveys have relied on static question-and-answer formats, which often lead to disengagement and reduced response accuracy. The primary aim of this research is to enhance user engagement and improve the accuracy of responses by leveraging dynamic, AI-assisted techniques...
Head- Operations
Sr Manager- AI & Data Science
Conversation Studio, a qualitative end-to-end AI platform tailored to solve for qualitative research needs. It automates, simplifies tasks from transcription to draft summaries/ reports overcoming the slow, tedious, mundane and frustrating steps of analyzing unstructured data. AI can now help us solve for various types of unstructured data sets [consumer connects, large qual studies, chats, reviews, video discussions and blogs], decode patterns more efficiently, solve for human bias and finally, assist in build learning libraries across multiple projects...
Co-founder & CEO
Co-founder & President
Growth Partner and Qualitative Architect
Qualitative Architect
This paper gives us a framework to power up traditional pack tests by adopting technological advancements such as AI-based predictive eye tracking and implicit response time measurements. These value additions are validated tools but not commonly used. The paper showcases how these value additions added new perspectives & deeper insights. Heritage Foods implemented the inputs from the Research to refine the pack. And this paper showcases the refined pack as well...
Business Development Director
Consumer Behaviour Consultant
Lead - Market Intelligence and Consumer Insights
New technology of any kind has always felt vaguely threatening at point of introduction. Eventually however they are incorporated into our socio-economic fabric and make us more efficient and productive. But AI feels different, touching the core of what makes us human- our creativity and empathy learning as it goes on. Significantly, AI is increasingly capable of semantic nuances, complex thought and creativity. The gap between AI and human delivery on these areas is narrowing, and it may just be a matter of time before AI surpasses humans even on these core “human” areas...
Director
Associate Director
Senior Research Manager
Associate Research Director
Shoppers have evolved rapidly in recent years with the rise of omnichannel shopping fueled by digital transformation. Shopper today is looking for a seamless and engaging experience not only on digital platforms but also in the physical stores. Hence, there is a need for brands and retailers to understand the expectations of this digitally savvy shopper to attract, engage and influence them in store. Research focused on decoding the subconscious behaviour of the shopper by leveraging technology at scale is a powerful tool for the marketers to win at shelf...
Senior Director, Shopper Insights
Manager, Insights and Analytics – AMEA
Consulting Partner & Practice Leader - GMR Qualitative & Innovation - Strategy
Vice President Insights - Strategy
In today's rapidly evolving Indian skincare market, L’Oreal recognizes the opportunity to innovate and revolutionize the landscape with a facial cleanser designed specifically for Indian women and refined through advanced product and molecular efficacy. This paper explores the strategic collaboration between L’Oreal and Ipsos, on recent products that were developed by R&D. By harnessing the advanced capabilities of sensory spatial segmentation and AI-generated analytics, they were able to unlock deep and actionable insights. Through this innovative approach, L’Oreal and Ipsos set new standards for product development and market understanding, paving the way for more personalized and effective skincare solutions...
Executive Director
Research Executive
Head, Consumer Evaluation
Manager, Consumer Evaluation
Our research not only illuminates the transformative power of this integration but also illustrates how it revolutionizes traditional thought processes. Through a narrative of continuous innovation, this research delineates a journey of relentless refinement and enhancement—charting a course toward a more profound comprehension of market complexities. This paper pushes you to rethink possibilities, scaling the boundaries of what we can achieve with the confluence of technology and human mind...
Director Operations
Director Sales & Marketing
India’s unprecedented urban expansion has intensified the waste management crisis, with Bulk Waste Generators (BWGs) at its core. This pioneering study introduces a comprehensive methodology to assess BWGs' compliance with dry and wet waste regulations. Through immersive fieldwork across four megacities, it uncovers systemic challenges in BWGs identification, waste quantification, and processing inefficiencies. The research highlights the profound economic and environmental repercussions of current practices and advocates for a balanced approach of carrots (incentives) and sticks (punishments). Implementing these strategies could revolutionize India’s waste landscape and unlock economic opportunities...
Executive Director, Service Line Leader
10 research design and modelling principles that are universal across categories in context of portfolio-pricing research, permitting scalability of it via automation. These principles form the foundation for automating this field of research, which can otherwise get very complex and very category specific. Standing by these principles, the automated framework works well at providing a base structure at speed, which can then have add-on customization for specific category or study needs...
Vice President & RGM Lead, Innovation & Product Domain
Imagine a future where Gen Z and Alpha make up 45% of the global workforce by 2030. These generations aren’t just along for the ride—they're shaping the future with their choices and redefining what's normal. Traditional research methods? Not their vibe. Gen Z craves collaboration, community, and interactive experiences. To truly connect, we've created cool new approaches like peer-to-peer moderation, "hangout hives," and gamified interactions that make research feel like conversation than interrogation. This paper dives into how we can leverage culture-forward insights to create campaigns that not only connect but also win big—think Cannes 2024! Get ready for a fun, fresh look at how to truly engage with your next generation consumers...
Insights Manager
Insights Lead
Chief Visionary
This paper explores innovative, deterministic approaches for evaluating the effectiveness of In-Content Advertising (ICA) campaigns, moving beyond traditional probabilistic methods. Conventional lab-based methods often rely on artificial settings and stimuli, leading to response bias and limiting validation. By integrating advanced technologies such as Audio Watermarking, QR Codes, and Return-Path Data (RPD), Whisper Media has developed a reliable and actionable approach for reaching definite TV audiences in real-world scenarios. The findings demonstrate how real-time TV viewer data can enhance the accuracy and timeliness of campaign evaluations, providing brands with holistic insights to refine their media strategies...
Director – Marketing, Strategy & Insights
CEO & Director
Head – ROI Measurement & Insight
AVP Sales and Strategy
Research Support
Partner
In a diverse market, brands must embrace inclusivity to connect with broader audiences. This research explores how integrating LGBTQIA+ inclusivity into brand strategies can create relatable popstars. With rising social consciousness, especially among young people, brands and offerings in India must actively engage diverse segments. This paper examines how Saregama India, a pioneer in the Indian music industry, successfully redefined their brand image by incorporating diversity and inclusiveness into their talent development and marketing strategies to resonate with modern youth...
Executive Director – Service Line Leader
Research Manager
This paper describes how Dabur leveraged a single, streamlined, tech-enabled discovery platform (T.E.D.P.) called Smytten to test critical marketing elements such as product feedback, communication, and packaging, as well as major KPIs like purchase intent and product likeability, for one of its NPDs. Smytten is India’s largest intent-based trial platform. The platform allows consumers to try miniature products before buying the full-size versions, following the idea of “You Try, Before You Buy.” The platform enables consumers to spend trial points to try the product, after which they share feedback on all marketing elements, making it a more authentic measure of purchase intent than traditional research...
Head - Consumer Insights
Manager - Marketing Research
External Consultant
Lead - Brand Partnerships, Research & Insights
Sr. Manager - Brand Partnerships, Research & Insights
Manager - Brand Partnerships, Research & Insights
Cognitive biases are integral to everyday decision making with medical practice being no exception. Expert intuition which is innate to cognitive biases has both positive as well as negative implications. Understanding these biases helps serves as a valuable feedback mechanism improving decision making. However, understanding these biases becomes an incredible challenge requiring higher order expertise both in deciphering behaviour as well interpreting medical lingo. Hence an effort was undertaken to explore the utility of Chat GPT in deciphering cognitive biases among medical practitioners. This paper explores the workings of ChatGPT in decoding cognitive biases among doctors and how it fares against experts in doing so...
Managing Partner
This research presents an innovative framework for integrating attitudinal and behavioral user research to drive measurable improvements in Net Promoter Scores and brand perceptions. Through original case studies, it demonstrates how synthesizing what users say (attitudinal insights) with what they do (behavioral data) can identify key experience design optimizations that boost customer loyalty. The paper provides an actionable and scientifically rigorous approach for the Insights industry to harness the full power of user experience research for elevating NPS in a meaningful, evidence-based way...
Research Director , IUU
What if there were no Animal, no Andrew Tate to stir the pot of controversy? Would we still be compelled to confront the uncomfortable truths lurking beneath the surface of our collective consciousness? Or would we continue to avert our gaze, content in our ignorance? The contrast between men’s stillness and women’s speed fosters a perception among men that they inhabit an unjust world. The need for an authentic portrayal of masculinity has become an urgent imperative. Masculinity Metazoa demands a fundamental reset, urging the uninstallation of media myopia and mannequin apps and reveal the deeper truths of masculinity...
Cultural Aggregator, The Alternate Room
Associate Vice President
This research paper explores the transformative role of creators in the contemporary consumer journey, emphasizing their growing influence on consumer perceptions and purchase behaviors in the digital marketplace. As creators become pivotal in directing consumer choices, it is essential for brands to establish strategic partnerships that leverage these relationships effectively. This study proposes a construct for brand-creator collaborations, designed to enhance the authenticity and impact of marketing campaigns while preserving the credibility of the creators involved. Through mixed methodologies, including interviews with a diverse group of creators, consumers and content analysis of social media content, this paper identifies key strategies that enable brands to engage more deeply with their audiences. Additionally, the paper discusses the necessary considerations for conducting research with creators, offering guidelines on how to effectively capture and utilize their insights. Ultimately, this study provides actionable recommendations for brands looking to harness the power of creators to achieve enhanced market reach and influence, ensuring meaningful consumer interactions and sustained business growth...
Founder & CEO
Insight and Strategy Manager
Strategist
The pet food industry in India faces a challenge in assessing the palatability and acceptance of products due to diverse pet preferences and cultural factors. This research aimed to address this gap by developing standardized testing protocols for pet food, tailored to the unique Indian market. Through extensive behavioural observations and innovative methodologies, the study established criteria for evaluating pet food effectiveness. The findings will help pet food companies create products that resonate with Indian pet parents and pets, fostering stronger brand loyalty. This approach not only advances industry standards but also enhances the overall market success of pet food products..
Research Director
Lead Consumer Insights
Executive Director, SL leader
Our Learning and Development (L&D) approach is inspired by Ralph Nader's belief that leadership should focus on cultivating more leaders rather than followers. We aim to nurture future leaders proficient in AI and emerging technologies. By enhancing employees' Learning Quotient (LQ), we facilitate growth and organizational success in the era of Gen AI. This paper discusses our bespoke L&D programs, which are aligned with employee feedback to boost job satisfaction and performance. By prioritizing personalized learning paths, leadership development, and continuous improvement, we address current employee concerns and attract new talent...
Assistant Manager, HR Business Partner
Director, Human Resources
As Gen Z steps into managerial roles, their rejection of conventional leadership presents unique challenges. Inspired by Bhutan’s focus on happiness and wellness over mere GDP, we developed the E.N.D.E.A.R framework to align with Gen Z’s values—emphasizing personal growth, authenticity, and inclusivity. This approach fosters resilience, addresses the stereotype of Gen Z as "difficult," and has delivered impressive results: a 3% attrition rate and an average tenure of 3.89 years among Gen Z and younger millennials, who show high initiative, ownership, and a strong sense of community..
CEO Designate, Sr. Partner
Generative AI presents a significant opportunity for organizations to enhance productivity and innovation. However, successful adoption requires a cultural shift where AI is embraced as a tool rather than feared as a job threat. The strategy emphasizes skills development, transparent communication, and other strategic initiatives to facilitate smooth AI adoption in workplace...
Director, Innovation Hub and Scripting
Executive Director, Project Delivery & Excellence
The advent of AI can be attributed to the heightened need for efficiency, accuracy, and innovation in an increasingly complex and data-driven world. Marketeers have always had the need to for faster research backed decision making, while also enhancing the quality of insights. A technology like AI which takes away the mundane, monotonous and programmable tasks, has provided opportunity for advancement of human intelligence, provided one can make the best of both worlds. Recognizing the need for this balance, we have reinstated business priorities to bring in tech-first approach not just at management level but through organization wide initiatives, for equipping our people to be the leaders of tomorrow...
Head of Research & Client Services, India
Research Director, India
Regional Head of Research & Client Services, AMEA