Abstract:

This presentation demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers whose lives are significantly different from traditional rural consumers. At the core of this model is Participatory Rural Appraisal (PRA), a popular social research method that was successfully adapted to understand the affluent rural consumers. This was flanked by ethnography, material anthropology and trend spotting each complementing the other to generate actionable insights for the client.