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Research papers

Forecasting of elections in the world's largest democracy

Most Opinion Polls in the West, which attempt to forecast election results, rely on a representative sample of voters and a frank reply to the question: "If the Elections were held tomorrow, who would you vote for? It is the author's contention that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Partha Rakshit
September 1, 1994

Research papers

Segmenting the Indian market on lifestyles

This paper describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on lifestyle...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alok Shanker, Anand Singh
September 1, 1997

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


Pricing of enormous number of features

The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Author: Surbhi Minocha
Company: Kantar
May 13, 2018

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

Slow burn to fiery flame

This is an account of how market researchers can apply the expertise of data analysis in non-traditional research to deliver leading-edge insight. The issue explored is slow growth in the coffee category. Going beyond primary research, three...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Ritanbara Mundrey
May 19, 2016