This consumer durables study uncovers usage patterns, emotional needs, and innovation cues around water heaters. It captures what bathing means in modern Indian homes, gaps in current appliances, and how brands can tap into wellness-driven narratives

This FMCG study explores perceptions of cleanliness, progress, and product effectiveness. It uncovers what whiteness and brightness mean, brand loyalty drivers, and how users decode visual and verbal cues in detergent communication.

The study evaluates multiple beverage categories—coffee, energy drinks, juices—based on taste, packaging, and routine fit. Feedback from moms, students, and professionals informs how new drinks can claim their space in India's competitive market.

Conducted via a digital diary and virtual playgroup, this study captures how Gen Z perceives, earns, and spends money. It explores financial tools, transaction apps, passion points, and emotional associations with saving, spending, and investing.

It explores how travel connects to identity, aspiration, and lifestyle—especially among those who have visited or plan to visit Singapore. The findings spotlight how travelers research, dream, and decide—offering cues to build emotional resonance in destination marketing.

It explores the routines, motivations, and perceived benefits of a functional drink across moms, students, and young professionals. The research maps taste expectations, ideal formats, and emotional payoff moments for consumption.

This study unpacks the gifting behavior around sweets, chocolates, and festive hampers. It identifies triggers, brand preferences, and packaging expectations during festivals. Insights help reposition everyday FMCG items as thoughtful gifting options.

This fashion study evaluates buying behavior for sports shoes, PU sandals, and Hawai chappals. Participants reflect on brand equity for Relaxo, Bata, Campus, and others, revealing how comfort, price, and purpose drive purchase decisions.

Through a mix of ethnographic interviews, online boards, and MGDs, this study explores consumption rituals of high-fibre digestive biscuits. The study identifies key motivations, brand disconnects, and communication gaps that influence trial and loyalty.

It uncovers consumption frequency, brand preferences, and reasons for lapsing or switching from packaged snacks. The research offers nuanced insights into evolving habits around cakes, cream biscuits, and chocolate cookies across youth and family audiences

Participants aged 15–30 share what makes a great QSR TVC, comparing memorability, emotional pull, and message clarity. The research helps refine storytelling and identify what resonates in mass-media QSR advertising.

This fast-food study dives into the minds of QSR loyalists and lapsers to decode their burger choices. It examines perceptions of leading brands. The findings explore taste, variety, brand love, and how emotional and experiential cues impact burger loyalty.

This study investigates how Indian travelers plan and book international holidays. Insights reveal key destinations, barriers to booking via OTAs, and what inspires trust, convenience, and personalization in planning a global getaway.

This study captures how young, urban consumers engage with India's emerging café culture. Participants shared perceptions of major brands, revealing motivations for café visits, emotional resonance, and the aspirational value of coffee experiences.

Focusing on video-centric smartphone usage, this telecom study uncovers how millennials choose phones for content creation. The insights help define how the client can lead in the mid-range market by tapping into creativity and digital culture.

This study examines triggers and barriers in online flight and hotel booking through group discussions. Targeting frequent and occasional travelers, it analyzes consumer journeys on online platforms. The findings pinpoint user expectations, loyalty drivers, and feature gaps.

This automotive study maps the evolving landscape of used car selling. The findings reveal barriers, trust points, and the emotional nuances of letting go of a car—while identifying ways the client can make sellers feel informed, empowered, and in control.

This study explores how two-wheeler and four-wheeler users interpret tyre logos and brand symbolism. It evaluates recognition, perception, and meaning attached to it. Participants also share what they recall of the logo and what it conveys about reliability, safety, and performance.

Targeting urban RTD (Ready-to-Drink) consumers, this study tests the appeal of new propositions under a popular alco-bev brand. The research identifies relevance, taste preferences, and purchase intent, offering insight into how RTDs can expand market presence.

This alco-bev study maps the Indian whiskey market. Participants evaluated taste profiles and brand associations for popular names. The research explores sensorial expectations and emotional connections, linking taste with perceived status and quality.

Focusing on users of connected car services, this study explores how tech features influence satisfaction and loyalty. It segments users by usage intensity—enthusiasts and regulars—and identifies gaps in awareness, functionality, and experience.

This fashion study analyzes consumer experiences with leading brands. It reflects on fit, comfort, fabric quality, and design uniqueness. The research uncovers how apparel choices align with lifestyle and status cues, offering feedback on brand positioning and improvements.

Exploring the role of branded and unbranded rusks in daily routines, this study uncovers consumer perceptions, brand equity, and packaging feedback. Participants provided insights into trusted names while revealing triggers and barriers driving purchase.

This study evaluates the acceptance of lightweight electric two-wheelers among young Indian riders. It explores their riding experiences, charging expectations, and openness to electric alternatives. The findings reveal brand influence, performance priorities, and design expectations.

Focused on the interplay of online shopping and changing media habits, especially during the World Cup. The findings offer guidance on aligning brand messaging with peak media moments and lifestyle-driven retail behavior.

This study explores what “healthy food” means to Indian consumers and how digital food platforms fit into their health goals. The research uncovers motivations, app usage patterns, nutritional triggers, and UX barriers in ordering healthy meals.

This study explores perceptions around illness insurance, examining gaps between intended and perceived brand positioning. It reveals trust drivers, product awareness, and the emotional landscape of financial planning in the face of health uncertainties.

This health study explores how urban consumers perceive air pollution and its impact on health. It examines behavior, preventive measures, and openness to innovation. Insights reflect both emotional anxiety and a growing need for a trusted wellness solution.

This automotive study evaluates consumer response to alternative scooter ownership models, especially subscriptions. It explores how flexibility, affordability, and maintenance perks influence brand preference.

This study explores attitudes toward streaming video content through paid (SVOD) and ad-supported (AVOD) platforms. The research reveals triggers for subscription, content loyalty, and how pricing and content access shape user preference.

This research assesses three early-stage advertising ideas for packaged sweet biscuits. Through 6 FGDs across major cities with primary grocery decision-makers aged 21–45. Participants review ideas helping shape storytelling that resonates across snack aisles and screens.

This comprehensive study explores online food delivery patterns across demographics. It covers everything from mood-based ordering triggers to app preference, basket size, and frequency. Participants ranged from students to working parents.

This case study explores the world of frizz control and smoothening products for women. It investigates routine formation, brand preferences, and product-switching behavior. Consumers evaluate both mass and premium brands.

Focused on machine wash users, this study deciphers the behavioral and emotional connections consumers have with detergent brands. It captures how users choose between brands and what role price, efficacy, and fragrance play in loyalty.

This study explores evolving perceptions of dating and matrimony apps. It examines motivations, barriers, and differences between different online platforms. The insights reveal how consumers navigate love, social pressure, and digital identities in modern India.

Exploring the journey of mothers as they choose and use childcare essentials, it focuses on various products. Participants—mothers aged 25–36—share their decision-making process, brand trust, and areas of unmet need. Pediatricians add inputs.

This research tests four hotel booking concepts for an OTA brand, evaluating their uniqueness, appeal, and ability to overcome booking barriers. It includes both OTA users and offline bookers. The study identifies the route to connect with the digital traveler.

This study examines the buying behavior and decision dynamics of married couples shopping for home furniture. It investigates perceptions of brands like Evok and Urban Ladder, in-store experiences, and the evolving online vs. offline purchase journey.

This cultural deep-dive into India’s cola consumption explores emotional, functional, and aspirational aspects across generations. It traces shifting values over time and highlights how top brands continue to influence youth identity.

This research assesses four packaging designs to identify the one that best communicates premiumness and brand fit. The study evaluates visual appeal, uniqueness, and brand association.

Evaluating three narrative concepts for health food drinks (HFDs), this case study investigates appeal, clarity, and fit with brand identity. The research highlights which storytelling cues best influence purchase decisions in a highly competitive segment.

This in-depth healthcare study uncovers the emotional and behavioral shifts post-diagnosis among Type 2 diabetes patients and their caregivers. Conducted through 6 expert interviews, 16 patient interactions, and 4 caregiver discussions across four cities, it reveals how brands, doctors, and family support shape the path to disease acceptance and healthier lifestyles.

This study investigates usage behaviors and perceptions across bathroom, toilet, and floor cleaning categories. It uncovers loyalty drivers, brand differentiators, and unmet needs in products. The research offers actionable insights for packaging and refinement.

This case study explores the deeper meaning behind riding for India’s biking enthusiasts. It captures their love for long-distance rides, community bonding, and brand loyalty. The study also identifies opportunities for experiential marketing through riding events.

This research evaluates consumer reactions to life insurance propositions from top players, focusing on appeal, emotional resonance, and perceived honesty. Insights help refine messaging to reinforce trust, transparency, and promise-keeping as brand values.

This case study delves into the snacking choices of health-conscious youth and working professionals. It captures motivations, price sensitivity, and experimentation behavior around premium healthy snacks. The research reveals how quality and taste drive repeat purchase.

Targeting young female riders aged 18–24, this study investigates the emotional and functional factors influencing scooter purchases. It explores brand perceptions, the role of daily commutes, and the power of independent decision-making in choosing models.

This study explores early user feedback on a newly launched shampoo variant, focusing on purchasing behavior, triggers, and barriers. The research provides insights into perceived benefits, brand alignment, and consumer satisfaction with the bottle format.

This case study looks into the triggers, purchase patterns, and brand loyalty among users of Odonil gel air fresheners. The findings offer insights into product stickiness, longevity, and what truly makes a home “smell like home.”

Focused on understanding the emotional and habitual role of biscuits in Indian households, this study evaluates brand equity and consumer rituals. The research reveals category codes, brand perceptions, and cues for innovation.

This study investigates how young urban consumers perceive and engage with online food delivery platforms.The findings reveal distinct brand images and opportunities to elevate app engagement.

This research dives into instant coffee to understand brand perceptions, format preferences, and emotional triggers among female consumers. It also tests new concepts for novelty, relevance, and uniqueness in a saturated caffeine market.

Exploring bread as a staple, this case study investigates consumption patterns, emotional resonance, and the decision-making factors behind bakery purchases.The study uncovers how brand values influence everyday buying behavior.

This study delves into indulgent snacking by exploring how mothers and their children engage with bakery treats like muffins, cupcakes, and croissants. The research evaluates new product concepts, packaging, and pricing strategies.

This case study explores the expectations and perceptions around co-branded credit cards among frequent OTA users. It evaluates consumer satisfaction, usage behavior, and response to a proposed new credit card proposition.

This study evaluates creative scripts for a new cookie product through 12 focus groups. It captures spontaneous reactions, attention hooks, comprehension, and brand fit to identify the most persuasive narratives that prompt trial and preference.

This study tracks consumer preferences in travel bags via 40 interviews in Delhi and Mumbai. It maps the purchase journey, emotional and functional drivers, and brand positioning across VIP, Wildcraft, Samsonite, Safari, and American Tourister.

This study uncovers consumer expectations from short-term loans and perceptions of microfinance services. Through 14 focus groups, it captures feedback from borrowers relying on informal lending sources, offering direction for structured financial solutions.

Conducted through 9 focus groups, this study gauges brand perceptions of Club Factory and reactions to its latest TVCs. It compares responses from users and non-users, offering insight into messaging effectiveness and brand image evolution.

This TVC evaluation study assesses likeability, message clarity, and brand alignment through 12 focus groups.Targeting young QSR consumers, the study offers actionable feedback on concept strength, memorability, and storytelling.

This study explores the decision-making journey for premium bike intenders and recent buyers. Conducted through 16 in-depth interviews in Delhi, Mumbai, it highlights aspirations, lifestyle fit, and brand comparisons.

This app evaluation study uses 16 focus groups across to analyze user experience among tech-savvy students and early jobbers. It focuses on usability, content appeal, and competitive performance against other food delivery apps.

This study evaluates prototype hotel booking apps via 12 usability sessions in Delhi and Bangalore. It tracks user navigation, visual design feedback, and ease of booking for frequent leisure and business travelers, aiming to refine UI/UX for stronger conversions.

This study investigates fashion brand loyalty through 30 in-depth interviews and Bangalore. Focusing on loyalists of various brands, it captures emotional and rational drivers, touchpoints across the journey, and values shaping sustained preference.

This study explores financial behaviors among blue-collar workers and small traders, focusing on money transfer practices. Conducted via 22 focus groups in Delhi, Mumbai, Jaunpur, and Behrampur, it provides a window into digital banking adoption, trust in payment platforms, and remittance pain points.

This study evaluates a new advertising script for a QSR brand, focusing on its enjoyability, role casting, and brand fit. Conducted through 12 focus groups with QSR consumers, it captures reactions to storytelling, emotional connection, and positioning cues.

Conducted via 12 focus groups, this study explores consumer expectations from Quick Service Restaurants. It maps out taste preferences, frequency of dining, and response to new product concepts. Key segments include regular QSR diners.

This product evaluation study in the whisky category assesses consumer preference across branded and blind whisky samples. It uncovers key sensory cues and product attributes influencing likability, with insights from evolved whisky drinkers and casual consumers alike.

This study unpacks generational differences in banking service preferences. It segments consumers by age and banking behavior—spanning Value, Privileged, and Wealth Management. It identifies digital usage patterns, product gaps, and future expectations.

This study examines how print advertisements influence ungeared scooter intenders. Across 16 focus groups in Chennai, Cochin, Ahmedabad, and Ludhiana, it explores consumer actions post-ad exposure, brand associations, and preferences for models.

This study evaluates propositions aimed at attracting prospective MUV/MPV buyers. Conducted through focus groups, it gathers feedback from car owners intending to purchase MUVs. It helps refine messaging for maximum impact and preference.

This study explores the property buying journey. Through interviews, it identifies lifestyle aspirations, builder brand awareness, and buyer pain points in property evaluation. It maps expectations from real estate developers and the role of digital and offline media.

This study captures the evolving expectations of modern car buyers. It focuses on customers who purchased cars priced ₹7–20 lakhs in the last year. It explores their appetite for advanced features, technology upgrades, and overall satisfaction

This study investigates the decision-making process of motorcycle buyers intending to purchase a 125cc bike within three months. It evaluates key influencers such as showroom experience, price sensitivity, and brand choices.

This study delves into the cataract treatment journey, exploring patient decisions around intraocular lenses (IOL). The research reveals emotional and rational barriers, cost considerations, and brand perceptions shaping treatment paths.

This study assesses the availability and functionality of infant warmers and resuscitation devices in public hospitals. Conducted through interviews with medical heads across different facility levels, it captures the current state of neonatal infrastructure.

This study explores the behaviors, motivations, and perceptions of mothers who give Health Food Drinks (HFD) to their children. It uncovers key drivers for brand preference, barriers to consistent usage, and opportunities to increase trial and loyalty.

This explores the current landscape of soya chunks in North India, uncovering perspectives of both consumers and retailers. It evaluates market triggers, selling parameters, brand awareness, and preferences through in-depth interviews and quantitative surveys.

This case study explores consumer perceptions of a leading chewing gum brand, comparing two products on functional, emotional, and image values. Through 18 focus groups with regular users aged 11-24, it uncovers key brand strengths, weaknesses, and insights.

This study explores the ‘Technology of Loving’ philosophy in TVs, linking it to ‘Perfect Picture Quality.’ Through 12 focus groups in key cities with recent premium TV buyers, it also evaluates the client’s QLED ad against competitors to refine brand messaging and market positioning.

This study assesses consumer responses to a new commercial script, focusing on engagement, clarity, distinctiveness, and brand fit. Through focus group discussions across key cities, insights from burger consumers help refine the ad for stronger impact and recall.

This study explores consumer reactions to a new brand campaign, assessing comprehension, likability, believability, and emotional connection. It also evaluates persuasiveness, urgency, and brand fit through focus groups across key cities with active online shoppers.

This study explores the evolution of food ordering in India, focusing on consumer preferences, key decision triggers, and perceptions of major platforms. Through extensive focus group discussions across multiple cities, it analyzes strengths and weaknesses, and identifies market gaps.

This study explores the consumer journey of booking train tickets online, identifying key triggers, barriers, and platform preferences. Through focus group discussions across multiple cities, it examines user behavior, digital payment adoption, and ideal value propositions.

This study examines the consumer journey from a serious ailment to hospital selection, focusing on experience in decision-making. Through interviews across key cities, it identifies factors influencing hospital choice, patient expectations, and the impact of prior healthcare experiences.

This study uncovers the deeper meaning of rice in consumer decisions and catering choices. Through discussions and expert interviews, it identifies key insights to refine brand positioning and market strategy.

This study explores consumer eating-out habits, consumption patterns, and brand perceptions. Through focus groups across key cities, it examines preferences, competitive insights, and areas for brand improvement. Findings will help refine market strategy.

This study studies consumer perceptions of alcohol beverage pack designs, identifying strengths and areas for improvement. Through group discussions and one-on-one interviews with loyal consumers across key cities, it provides insights to refine packaging for stronger appeal.

This study explores consumer eating-out habits, consumption patterns, and brand perceptions. Through focus groups across key cities, it examines preferences, competitive insights, and areas for brand improvement. Findings will help refine market strategy and enhance customer experience.

This case study examines how SMEs select IT and telecom solutions, based on insights from decision-makers across key industries. Through discussions and interviews in major business hubs, it identifies factors like cost, reliability, and vendor reputation that influence their choices.

This case study examines the process of building a brand muse for key client portfolio brands and their competitors. By analyzing brand essence, personality, and values, it highlights how emotional connections and strategies are crafted to guide positioning and marketing efforts.

This study explores the intersection of music, football, and premium beer consumption, identifying unmet needs and potential engagement opportunities. Insights from avid football fans and daily music listeners who prefer premium beer will help craft better brand experiences.

This study evaluates a TV commercial on key parameters like appeal, comprehension, relevance, and brand fit. Through 12 focus group discussions with male users across different life stages and telecom brands, it provides insights to refine the ad’s effectiveness.

This study explores mobile internet behavior, barriers to high data usage, and reactions to key concepts. Through focus group discussions with 18-21-year-old college students using various telecom brands, it provides insights to refine data offerings and improve user experience.

This study evaluates the intuitiveness of the recharge process on the client’s website via Payments Bank. Through in-depth interviews, it assesses ease of use and areas for improvement among online recharge users who rely on websites without wallets or apps.

This study explores vernacular app/web usage in travel, identifying triggers for adoption through in-depth interviews. It examines online vernacular travel bookers and e-commerce users, and offline bookers who browse online, providing insights to enhance vernacular travel platforms.

This study explores why consumers hesitate to book travel online, analyzing barriers, UX/UI challenges, and trust factors through 54 interviews across nine Indian cities. Insights help OTAs improve strategies to drive online conversions.

An evaluation of voice-activated hotel booking apps. Interviews in Ghaziabad and Kanpur explore usability, adoption, and preferences of frequent hotel bookers. The study also investigates barriers to adoption and identifies features that enhance user satisfaction and trust.

A UX study analyzing why users abandon digital gift card purchases. One-on-one interviews identifying points and suggesting improvements for better user experience. The study also examines the role of personalization and streamlined processes in reducing cart abandonment.

A study on consumer preferences for hotel booking methods, comparing offline agents with online platforms. Focus groups in Chennai, Coimbatore, and Madurai provide insights from young professionals and students.