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Research papers

Bollywood drama in the research world

The study demonstrates that the concept of Dramaturgy can be successfully applied in consumer research to explore complex phenomenon such as multiple identities and relate these with needs, aspirations and behaviour. It is an effective substitution...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Sandeep Dutta, Daisy Tanwani, Kavita Rahman Gulati
Company: KANTAR TNS Malaysia
May 13, 2014

Research papers

Research in the wake of tragedy

This paper outlines the challenges of conducting qualitative research in the aftermath of a national tragedy. As the circumstances in which the research was conducted was traumatic for all involved, intense emotion work was required, especially in...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Sandeep Dutta, Anjani Athukorala, Fiona Juriansz Munasinghe, Ramani Samarasundera
Companies: Kantar, Hemas Consumer Brands
November 2, 2020

Research papers

Domestic dudes

This paper focuses on the manifestation of masculinity in the domestic space in India, one that demonstrates signs of reduction of gender differences and of emergence of alternative domestic masculinity that actively engages itself with everyday...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Sandeep Dutta
Company: KANTAR TNS Malaysia
November 16, 2016

Research papers

Research in the wake of tragedy

This paper outlines the challenges of conducting qualitative research in the aftermath of a national tragedy. As the circumstances in which the research was conducted was traumatic for all involved, intense emotion work was required, especially in...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Sandeep Dutta, Anjani Athukorala, Fiona Juriansz Munasinghe, Ramani Samarasundera
Companies: Kantar, Hemas Consumer Brands
November 2, 2020

Research papers

The new dialogue in the new world

This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Sandeep Dutta, Shilpa Jain, Shashank Khattar
Companies: The Coca-Cola Company , KANTAR TNS Malaysia
November 8, 2012

Research papers

Rich new world

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...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Sandeep Dutta, Rajaram Senapaty, Kashmira Chadha
Company: KANTAR TNS Malaysia
April 17, 2012