Loading Qualitative 2.0: Speed dating with consumers

Anupama Wagh-Koppar, Vartika Hali and Vishal Sampat

In India, qualitative research in under threat from two angles: clients who are demanding quick, concise and digestible research information for their decision-making; and time-poor respondents who have a limited capacity for introspection and sharing.

Loading Qualitative 2.0: Speed dating with consumers

Anupama Wagh-KopparL'Oréal, IndiaVartika Hali and Vishal SampatFireFly, India

Introduction

"And plenty makes us poor." John Dryden

India has witnessed a mix of phenomena in the past decade. These changes have impacted Indian attitudes and behavior on multiple fronts.

Technology – India has more wireless subscriptions (94.1%) than landline connections (6%). We have leapfrogged in our communication. Penetration of mobile telephony has cut into even rural areas, where copper wires never got installed.

Retail– Hitherto, a traditional retail (mom-and-pop stores) market the landscape has changed drastically,...

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