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Research papers

Billion dollar baby

India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience....

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Madhumita Chakraborty, Sandeep Arora
Companies: PepsiCo, Datamatics Global Services Ltd
April 20, 2010

Research papers

Nothing else matters

Clients love qualitative researchers for one very strong reason. Underneath the sheen of being complex data guzzlers, we love simplicity. For all the emphasis on big data and the complicated web of sales, share, customer satisfaction data; someone...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Author: Madhumita Chakraborty
November 18, 2015

Research papers

Live without fear

The paper is a case study of the ABN-AMRO Freedom credit card, born of a journey of understanding the consumer using a multi-pronged and iterative process.The research exercise involved studying the cultural context of saving and finance;...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Sangeeta Gupta, Vasantha Kumar, Madhumita Chakraborty
Company: Nielsen
February 1, 2005

Research papers

DigiAsia

For youth marketers like Pepsi, social media is a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth conversations in channels outside of qualitative...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research
Authors: Rakesh Kumar, Madhumita Chakraborty
Companies: PepsiCo, KANTAR TNS Malaysia
November 6, 2012

Videos

Building effective networks

The world is becoming more complex - consumers are exercising greater choice, information sources of information are fragmenting, and the regulatory and political environment is growing more sensitive. In such an environment, the asks of the Insights...

Catalogue: Asia Pacific 2017: Discoveries
Author: Madhumita Chakraborty
December 4, 2017

Videos

Building effective networks

The world is becoming more complex - consumers are exercising greater choice, information sources of information are fragmenting, and the regulatory and political environment is growing more sensitive. In such an environment, the asks of the Insights...

Catalogue: Asia Pacific 2017: Discoveries
Author: Madhumita Chakraborty
December 4, 2017