constant surveillance
Where research plays Sherlock Holmes
Neerja Wable Sharmila Das Harjyoti GhaiIMRB andAnand Verdhan Commercial Market Strategies Project
Introduction
This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes (Figure 1) to dig deep into consumer context and generated options to crack barriers and deliver new insights. Holmes' legendary 'Elementary, Watson' repartees have regaled us for decades. But the true motive of adopting this sharpnosed detective to present our case lies in his relationship with the obvious. Holmes was a true champion of the...