'Jugaad' or frugal innovation in market research: The secrets of doing more with less

This paper applied the old Indian concept of Jugaad - doing more with less - to market research to reduce costs and time taken to reach conclusions.

'Jugaad' or frugal innovation in market research: The secrets of doing more with less

Raji Bonala and Satya BonalaVox Populi Research

Changes in the market research industry

The consumer market research industry is in the midst of great change:

  • Tight timelines & slashed budgets are the norm rather than the exception across both developing and developed markets.
  • Where clients earlier allowed 2 months for regular projects, they are asking for results in 2-3 weeks, or in India, in 2-3 days! The shorter time-frame seems like a business reality and is here to stay – the choice seems to be...

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