The workshop, conducted at the Indian Habitat Centre, Delhi, was conducted by Amit Shrivastava, director, brand consulting, Connecting Dots, and was attended by participants from Idea Cellular, Yum Restaurants India (KFC and Pizza Hut), DDB Mudra, NV Group and LT Foods Limited (Daawat Basmati Rice). Also present on the occasion was Priyanka Singh, director, qualitative research, Connecting Dots. The company's objective was to strike a partnership between the researcher and the strategic planner. Through the workshops, the organisers sensitised the participants in appreciating brand insights beyond what meets the eye, at a deeper intuitive level, and helped them visualise their role in creating large brand ideas.
Citing the example of Kolaveri Di's popularity, Shrivastava opined that there's so much of polish and synthetic bling all around in the world today that anything that is an unfinished product and is raw, is an instant hit.
Keeping with the solutions-oriented approach to research, Shrivastava said that the aim of creating brand insights should be to make the process as co-creative as possible, and involve clients. Be it in unpeeling the insights or in the generation of ideas to address the problem. Insights, as he explained in the workshop, is 'a motivation that explains your behaviour.' Commenting on how qualitative researches should be done, Shrivastava offered valuable inputs. According to him, listening is of prime importance for a researcher. "You must engage in such a way that they hate you going away." While talking to respondents, don't impose your own filters and keep in mind that nothing is irrelevant, no matter how far-fetched it looks," Shrivastava said.First Published : December 06, 2011