Changing Landscapes Within The World Of Research
Symbiosis Institute of Media and Communication (PG), Pune hosted its Annual Research Clairvoyance on Sunday, 24th January, 2016, at the Lavale Campus of Symbiosis International University.
The Clairvoyance witnessed the confluence of some of the stalwarts of the Research Industry of India to discuss the topic, ‘Transforming the World through Collaboration’. The speakers included:
Preeti Reddy, President & CEO, IMRB International
Shobha Prasad, Director, Drishti Strategic Research Services Pvt Ltd.
Raj Sharma, Co-Founder & President, Majestic MRSS
The speakers addressed us with valuable insights on the recent trends and future predictions within the dynamic research industry.
Lavale, Pune, January 24, 2016: Symbiosis Institute of Media & Communication, Pune hosted the Research Clairvoyance on January 24, 2016 as a part of the “Inspire Series” which is a series of events and lectures to commemorate 25 years of the Institute. The theme, “Transforming the world through Collaboration” stresses on the evolution of the research industry as a result of widening horizons, new technological innovations and focus on effective and time-saving methods of research through collaboration.
The speakers comprised of eminent market research professionals, namely, Preeti Reddy (President & CEO at IMRB International), Shobha Prasad (Director at Drishti Strategic Research Services Pvt. Ltd) and Raj Sharma (Co-Founder and President, Majestic MRSS). These renowned gurus spoke about the need to walk the fine line with neurological measurements, which has revolutionized the way research is conducted and disseminated in the digital age, along with talent acquisition.
The keynote speaker, Preeti Reddy kick started the event by addressing the dramatic change that the market research industry has witnessed. With the creation of new cohorts, new touch points have also emerged. She expounded that this can be attributed to the growing pervasiveness of digital technologies, which allows us to connect and synthesise data through collaboration, leading to a shift in the way research is being undertaken. She continued to explain that technology allows us to ameliorate from a sample to census, leveraging behavioral data more than ever, which leads to collaboration of disparate sources of data. Thereby, the role of research will be to bring the “Whys to the Whats” to analyse consumer behaviour patterns. Addressing the industry changes, she has identified trends such as social listening analytics, processing behavior data in motion, movement away from direct questioning to implicit understanding and data scientists becoming the new insights experts. As a result, it is inevitable for research agencies to be multi disciplinary.
Continuing the discussion on changing trends, Shobha Prasad spoke about the blurring boundaries within qualitative research, stressing on the fact that co-creation can lead to richer insights and a more meaningful dialogue between the marketers and consumers. She further explained, “It allows us to reach them better and get real time insights to gauge their thoughts and emotions.” She opined that brands today are seeking methods to discern customers better and have an in-depth understanding and experience with them. She espoused, “Marketing has become one on one, so you need to have a deeper human understanding of that one person.” In conclusion, she believes that brands have realised the importance of being flexible and try and engage individual consumers through storytelling.
Talking about ‘Revolutionizing the way research is conducted and disseminated in the digital age,’ Raj Sharma stated, “We’ve moved to implicit research.” He explained that the research methodology being employed has changed exponentially and there exists a possibility of all stakeholders becoming active participants. Further, he elucidated that platforms like mobile applications are being exploited to undertake usability research. Eye trackers, access panels and perception analysers are being put incorporated in research, along with methods like neuromarketing, sensory panels and facial decoding to gauge the most accurate feedback from the consumers.
Shobha Prasad emphasized on the ease of training business graduates to understand consumer psychology rather than going about it the other way round. On being asked about the attributes of aspiring researchers, Preeti Reddy suggested that aspirants must be more curious about consumers and their motivations. They should be open to solving problems and seeking solutions.
The Research Clairvoyance was insightful and gave the students a new perspective into the world of research and the changing dynamics within it. “We have experienced an introductory level of research till now, but the experts have shed light on real time industry exposure. It also gave us an overview of the various innovative tools available for carrying out processes,” said Nupur Kedia, a first year Media Management Student at SIMC.
About Research Clairvoyance
The Research Clairvoyance is a conflux of the Market Research gurus with rich industry experience, addressing a large talent pool of aspiring researchers. The event consisted of insightful speeches and a panel discussion, where the professionals shared their experiences about the current trends in the research industry with the students, at the picturesque Lavale campus of Symbiosis International University.
About Symbiosis Institute of Media & Communication (SIMC):
SIMC has come a long way since its inception, 25 years ago. It is one of the premier pure-play media schools in the country that offers a wide range of courses such as MA (MC) and MBA (CM). Through a plethora of projects, industry interactions and erudite faculty, SIMC provides its students the necessary skill sets to develop holistically.
For more information, visit:
Facebook - https://www.facebook.com/SIMConnect
Twitter - https://twitter.com/SIMC_Pune
Contact: Anuradha Goulay– Content for Media, Symbiosis Institute of Media and Communication
Phone: +91 7776881928.
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