The case of the elusive insight: lessons from the greatest researcher of them all

Achala Srivatsa
Nielsen Customized Research, ACNielsen International, United States

Anjali Puri
Client Service, ACNielsen, India

Shashikala Raj
Market Research and Insights, United Spirits Limited, India


Crime and its corollary, crime detection, have forever fascinated us. They have given rise to the entire genre of detective fiction, which despite having epithets like 'penny dreadfuls' hurled at it has survived and thrived and given the world a host of detectives – some tough talking, some sensitive and accented, some laconic and others quite iconic, chief among them Mr. Sherlock Holmes of Baker street.

Why is detective fiction so fascinating?