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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 July 06, 2025, 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 July 06, 2025, 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 July 06, 2025, from


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


Research papers

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
Company: PepsiCo
January 1, 1970
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Citation

Narayanan and Prasad (1970a, January 01). Nothing to Fear but Fear Itself. ANA - ESOMAR. Retrieved July 06, 2025, from


https://ana.esomar.org/documents/nothing-to-fear-but-fear-itself