proact
Qualitative Research in Asia
Our Work
- Elites
- Childrens' Research
- Rural Research
- Advertising Research
- Sectoral Research
- Vidyaranya Trust
- Studies Conducted
Month's Chosen
International Conferences & Recent Presentations
- Haggling, bargaining and fixed price policies: The changing face of Indian retail - Piyul Mukherjee & Damodar Mall, at ESOMAR, Valencia, Spain, 2007.
- London Business School Marketing Conference: Positioning for Power - Global Marketing Strategies 12 May 2006.
- AQR-QRCA / Dublin Biennial Conference: Proact's Paper gets the BEST PRESENTED PAPER AWARD for ‘No Goodbyes for Tata’, April 05.
- Conference News: The Dublin Experience. As Published in Connections, May 2005.
- Packaging Insights From Eastern and Western Cultures, QRCA: Phoenix, November 2004
- "Hot Buttons that trigger the nation", 2003, Madrid
- Other ESOMAR, QRCA & AQR-QRCA conferences
Articles
- Focus Groups help foreign companies understand India’s massive markets: Jay Zaltzman and Piyul Mukherjee
- "What would you tell Philip Kotler about India?" MICA CLASS on consumer behavior.
- Article in INDIA TODAY August 2005 : 'Growing Older Younger'.
- Article in the Economic Times, September 28, 2004.
- IMPACT - The Marketing, Advertising & Media Weekly December 20-26, 2004
- "Communication Skills for Women" RYLA, Rotary Club, Mumbai
- The Indian Consumer - some Insights based on a Data Mining exercise across a thousand focus groups and depth interviews conducted in the past two years.
Interviews with Qualitative Researchers Worldwide
- Alena Mamardashvili, Russia
- Bogdana Baltasiu and Mihaela Alexandru, Romania
- Julia Gartside-Spink, The UK
- Mauricio Remba,Mexico City, Mexico
- Manuela and Andrew Fletcher, New Zealand
- Petek Cirpili, Turkey
- Enrique Domingo de Blas of Madrid, Spain
- Interview with Piyul Mukherjee» Published in CONNECTIONS, the online QRCA magazine
Hot buttons that trigger the nation, Madrid, Spain, 2003
Piyul Mukherjee & Subramanian Krishnan
Abstract
Brands that consistently do
well in the market place are the ones that forge long term relationships
with the consumer. These brands connect as they are anchored in powerful
insights which trigger a positive response with the target audience.
Powerful insights reflect the cultural imprints of a given environment.
Despite its cultural diversity every nation is unified by certain cultural
imprints which collectively trigger the passion of the average citizen.
We have identified five Hot Buttons based on cultural imprints that have
its moorings deeply entrenched into every Indian psyche. In fact they are
deeply embedded into the DNA of most Indians! These combine to form a
ceaseless flow of energy through a variety of patterns that seamlessly
mesh into one another.
The Hot Buttons that trigger India as a nation are Religion, Family,
Politics, Cricket, Cinema.
These have a hologram effect. Even a fractional experience of each of them
is representative of the universal whole. The Indian philosophy of ‘great
tolerance and inclusiveness’ forms the basic fabric across all the ‘hot
buttons’.
CONTACT
FACILITIES provides a unique dedicated one-way-mirror facility,
in Mumbai, with the compact venue (500 sq. feet) expressly created
for the purpose of conducting market research.
[Click here for more information]
Youth: Our Area of Specialization
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'A TEENAGER' 75 years ago and Today |
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Ananda Gupta passed away quietly in a nursing home in London, on 8th December 2005. Perhaps the youngest fighter for freedom in the history of the Indian struggle for independence, he had been sentenced to a term of life imprisonment in 1930, at the tender age of 15 years, by the British rulers... |
A Message from the heart - of Aakash Degwekar. This talk was given by him, when he was 14 years old, at the Chrysalis workshop! Tweenagers, that persecuted group of people that comprises school going teenagers. This stage, where most emotional, mental and physical changes take place... |
