Going with the flow – qualitative research in the Indian terrain
Anjali Puri
When I speak to colleagues and clients in other markets about their impressions of qualitative research in India, the responses I get are (as with many things about India) clustered around two extremes. There is, at one level, the view from the trenches – the chaos and disorder associated with the actual business of data gathering; the disregard for systems and processes, the seeming lack of discipline and the inadequate infrastructure. On another level, I hear surprised and appreciative accounts of the excellence of design, the depth...
