Abstract:

Iconic brands like Starbucks and Apple were built on belief and one needs to see, in order to believe. An understanding of the vast changes in India should offer ideas for innovative new brands but it's often a lot of the same versus anything new because marketers aren't able to see what's out there, when researchers probably can. Can market researchers use their category knowledge to offer consulting services to entrepreneurs? Are researchers ready to go beyond their traditional roles as data providers to be partners in progress? Can market researchers reinvent their business model to be able to help create innovative brands?Brands can offer a lot to society in terms of innovation and meaning. Can market researchers in India celebrate change by changing themselves to be more meaningful?