Abstract:

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If we look at the religious depictions in India, what stands out are the expressions of emotions and the symbols that communicate these expressions. Yet as market researchers in India we are trapped in a world of words to elicit the deepest emotions from consumers who prefer to communicate through gestures or symbols or maybe even images.