What the eyes don't see, the heart can't feel: The need for market research to drive innovation

Kartikeya Kompella

This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities.

What the eyes don't see, the heart can't feel: The need for market research to drive innovation

Kartikeya KompellaKartik Kompella Associates, India

Introduction: The importance of belief

Brands are created based on belief. The belief that one has an insight into the minds of a target segment that no one else has tapped into, the belief that one has spotted an opportunity that existing players have not yet seen, the belief that one has a better product or service than that of competition or even the belief that one has a better philosophy for their offerings.

Without belief, there...

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