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Videos
Nothing to Fear but Fear Itself
Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to...
Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
October 1, 2024
Research papers
Breaking news!
The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoplesâ 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
Videos
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?
Catalogue: Global Qualitative 2017: Back to the future
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
January 11, 2017
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
Videos
The fickle mistress
This presentation deals with the impact of brand renovation on loyal consumers, and the role of the Change-Constancy Conflict in the loyal consumer's response to such changes. It sets out the stages and allied emotions that the consumer goes through...
Catalogue: Global Qualitative 2014: Research Renaissance
Author: Shobha Prasad
June 15, 2014
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
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
Videos
