Mind the GAP!

Date of publication: September 15, 2010

Author: Pravin Shekar

Abstract:

What divides exist in a developing country like India and how are researchers handling these divisions? India faces cultural and socio-economic barriers such as: generations (from boomer to zoomer); locations (urban, rural and everything in between); languages; and technologies (haves and have-nots). All have the potential to give rise to social inequality. What are the implications for market research (and democratic participation in society as a whole)? This paper explores strategies for connecting with the silent majority, using technology to increase respondent touch-points, and generating a larger popular voice. As the convergence between research and technology continues, it is in the best interest of research to look at the various divides at hand and examine potential responses.

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