Neha Viswanathan, senior consultant, C Space

1. 1
How I learned to stop
worrying and
❤
research in emerging
markets

2. 2
‘Doing’ research in
India –
It’s a bit exotic,
scary and you’re
high up on the
proverbial elephant

3. 3
1 billion people.
500 cities.
Choosing between
depth and breadth is
where your
compromise begins.

4. Research in India focuses
on ‘Rich’ or the ‘Upper
Middle Class’.
But the most inspiring
stories and insights are
found when you start
engaging with “Aspirers”.

5. 5
What assumptions are we making
about the consumer?

6. 6
Relationships are the
source of results.

7. 7
2 communities with
600 consumers.
Across cities,
professions, interest
groups.

8. 8
Mass Observation:
Your consumers
are your eyes and
ears

9. 9
Deprivation:
Take it away.
And you know
what you really
love.

10. 10
Accelerated
Usage:
Developing new
(and sticky)
habits

11. 11
No questions
asked:
Dipping into their
‘without-agenda’
conversations

12. 12
Confession
groups:
Where anonymity,
intimacy and trust
collide.

13. 5 methodological shifts in using communities: resulting
in a better relationship, and more inspiration!
01
Mass
Observation
02
Deprivation
03
Accelerated
Usage
04
No questions
asked
05
Confession
groups

14. We’re constantly negotiating our way through some
challenges
• Social image is everything
• Influence of brand is high
• Playing to hierarchy is common
• We need to be even more inclusive
14

15. 15
Thanks!