Swiggy: Researching a Joke, Are You Kidding Me? It is funny because it is true

Swiggy, a food delivery app, looked at how to better understand what kinds of humour work with audiences, by combining consumer interrogation with a deeper semiotic and cultural decoding.

Introduction

Imagine how poorly would have This is Spinal Tap or Mrs Doubtfire tested with a Focus Group audience? Would the "jokes" have had appeal? Be relevant? Propel call to action? Would the studios have even greenlighted these projects?

There are two maladies that brands face these days: 1. In a world of fake news and post-news, and data scandals -there is a erosion of consumer trust; 2. In an era of so much content competing for consumer attention, there is a definite cognitive ove

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