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Qualitative Research in Asia

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:

A new trend evident amongst prime time audiences - that of 'dual-tasking' - watching two serials in parallel with ease.
With the increasingly 24/7 native of TV viewing, even core audiences consisting of housewives in small towns, are getting savvy at this kind of 'TV multitasking'.
The ad breaks get affected. To be clutter-breaking, ads have to be 'serial-breakers'!!
The 'Nightie' culture: To recognize a 'modern', middle class family belonging to B2 or C SEC, check out if she owns a couple of 'nighties'. The cotton, full sleeved, frilled outfits will be worn even to go to the store.
Housework is not tiring at all to the B2 and C SEC audiences, it is taken as mere routine. She is likely to be bewildered at any question related to stress and/or enjoyment. As an aside, this section rarely has an ounce of extra weight!!

Zero involvement in personal grooming and skin care. Seen to be unnecessarily hedonistic, her self-worth emanates from what she does, as versus what she looks like.

Often, C SEC stay in large; extended families with multiple earnings members. High priced brands often enter the households - Old Spice after shave; Ultra Doux shampoo; Lux liquid bath - but for individual use only! The user 'locks it away' in own personal cupboard after each use.
Sanitary protection on the increase, especially in urban Indian homes. But post-use habits continue to be shockingly unhygienic (disposal/wash etc.).
Even the 'emancipated' Indian young males in urban metros belonging to the top socioeconomic class, have this 'ideal woman' image of a pure, chaste, sacrificial nature. This virtuous 'mother' factor continues be sought in wives, to perpetuate the same old truisms. "My wife can work if she wants to, as long as she is around when I leave the house, when I enter it in the evenings, and whenever I am home". The same guy likely to have a fantasy 'liberated', 'unindian' girlfriend - as a step prior to seeking out the ideal mate in life. This is never a long-term relationship!

Youth: Our Area of Specialization

'A TEENAGER'   75 years ago and Today

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...

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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...

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