Mumbai, the city of dreams, is indeed an enigma. The endless sea of tourists, the busy local trains and the perpetual race against time. It is a city that never sleeps, but is up and running at the crack of dawn, bracing itself against the unknown deluge of a new day. It embodies resilience; watching … Read more
————————————————————————————————————- The below piece is an account of Project Digital Heartlands, where we explore the creation and consumption of content in tier 2 and 3 towns in India. Through the study, we sought to understand the self expression of small town creators, their creative practices, their individual journeys and their overall digital tastes and practices. … Read more
The pandemic has forced qualitative researchers to pivot their methods drastically. The richness of contextual fieldwork has been replaced with virtual sessions. When the researchers at Grab switched to remote research, they had to overcome a series of challenges. In this webinar, they will review 5 key challenges, and provide an in-depth views into their … Read more
With the increasing penetration of internet and smartphones in rural India the last few years, we notice a substantial increase in people’s engagement with them. As the internet makes inroads into the previously untouched parts of the country, we also witness a surge not only in consumption, but also in content creation. A consequence of … Read more
In the past decade, a number of anthropologists have provided fascinating insights into people’s digital behaviour. People have been increasingly using the internet for a varied number of reasons such as to socialize, consume and produce knowledge, for entertainment, work etc. Moreover, the pandemic further accelerated our usage of the digital. Even in India, as … Read more
The word intimacy was first used in the English dictionary in 1632. Since then the word has gone through its own tumultuous journey. Over centuries, its meaning has evolved and branched out acquiring newer dimensions. “Intimacy has traditionally been fixed in the realm of the private and the personal and viewed as physical contact within … Read more
With the onset of Covid-19 a few months back, the world around us changed in ways we had never imagined. In one way or another, people witnessed almost every aspect of their life undergoing a transformation. Like many other countries, India too began to observe a lockdown from mid-march. However, India’s lockdown was much more … Read more
Why is Thick Data Important for Consumer Research in India? Consumption is a part of life and thus cannot be explored in a detached and isolated manner. People are living slices of their lives while interacting with products offered to them by marketers. As consumer researchers, we need to understand how products can be meaningfully … Read more