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Research papers

Breaking news!

The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples’ lives. What can we learn from this to increase our impact and relevance as qualitative researchers?The objective of this paper...

Catalogue: Global Qualitative 2017: Back to the future
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
October 17, 2017
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Citation

Prasad, S. (2017a, October 17). Breaking news!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/breaking-news-


Research papers

Towards 20/20 vision

Quality of research analysis has always been dependent on the individual researcher's ability to see clearly without distortion, and discern shades of difference in what they see/ perceive. This ability is particularly critical today, when data is...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
November 18, 2015
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Citation

Prasad, S. (2015a, November 18). Towards 20/20 vision. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/towards-20-20-vision


Research papers

The fickle mistress

Our research studies over the years on the impact of change on loyal consumers show that they are excessively sensitive to change, But what is interesting is the fact that, parallel to the drive for stability, there is a drive for change. We call...

Catalogue: Global Qualitative 2014: Research Renaissance
Author: Shobha Prasad
June 15, 2014
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Citation

Prasad, S. (2014a, June 15). The fickle mistress. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-fickle-mistress-8267


Research papers

The power of the dark side

The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
November 20, 2013
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Citation

Prasad, S. (2013a, November 20). The power of the dark side. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-power-of-the-dark-side-8103


Research papers

"So many different suns"

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates 'star' brands at all market levels? The Theory of Multiple Poverty Lines postulates that there...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Sangeeta Gupta, Shobha Prasad
April 17, 2012
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Citation

Gupta and Prasad (2012a, April 17). "So many different suns". ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/-so-many-different-suns-


Research papers

Why some slumdogs feel like millionaires and some millionaires like slumdogs

We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, there is a difference between how 'rich' people are, measured on absolute scales, and how 'rich' they perceive themselves to be. Often behaviour...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
November 18, 2010
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Citation

Prasad, S. (2010a, November 18). Why some slumdogs feel like millionaires and some millionaires like slumdogs. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/why-some-slumdogs-feel-like-millionaires-and-some-millionaires-like-slumdogs


Research papers

Listening to the sounds of silence

In research we base much of our analysis on consumer articulations but do not pay adequate attention to their silences and what they leave unsaid. Especially in eastern cultures where language is layered and subtle, silence is often used to convey...

Catalogue: Asia Pacific 2010: Eyes on Asia
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
April 20, 2010
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Citation

Prasad, S. (2010a, April 20). Listening to the sounds of silence . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/listening-to-the-sounds-of-silence-


Research papers

In search of platform nine and three quarters...

The internet, especially the social networking site - is emerging as a significant channel for the youth to communicate with each other and express themselves. This paper examines the setting up and administration of an online qualitative youth panel...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Shobha Prasad, Charukesi Ramadurai
Company: Drshti Strategic Research Service pvt. Ltd.
November 20, 2008
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Citation

Prasad and Ramadurai (2008a, November 20). In search of platform nine and three quarters.... ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/in-search-of-platform-nine-and-three-quarters-