Abstract:

Qualitative market researchers have long grappled with challenges while engaging with misunderstood generations or sensitive and culturally taboo topics. Very often, these challenges can take the form of a reluctant respondent, difficulties in authentically representing the experience of the target cohort, falling into widespread biases and pre-conceived notions about the segment and topic, along with operating through existing frameworks of thought. This can result in insights that do not create an impact due to an inability to capture the lifeworlds of the target segment in all their glory and richness. Our challenge was to map evolving socialising trends for Millennials and GenZers for a client operating in the alcobev category, to help guide the development of their plans to operate in the changing context of how consumers interact, form bonds and share meanings and experiences in a community or in isolation. They further sought to use these insights to develop a portfolio that would be relevant for these segments of consumers in this evolving social landscape.

Therefore, the research challenge was to overcome the secrecy and sensitivity around a taboo topic like alcohol consumption in India, and understand it in the context of the fraught spaces of socialising for Millennials and GenZers. Our aim was to overcome the popular narratives about these generations in academic spaces, media, trends reports, etc., and mine insights that centre their experiences of the phenomena.