Back to Top

Login | Register

Please Wait ..

UTSAHA 2018- Marketing Workshop - Part 2

By : Guest on 08 October 2018 E-mail Print Report Abuse

Mr. Pankaj Mishra:

Partner and Head of Market Research, MART


Being a practitioner of rural market research himself, he stressed on the need to understand the rural ecosystem in its entirety before delving into research. He highlighted the differences between rural and urban lifestyles to focus on why similar research methods cannot be used in both cases, stating that ‘what is written in the Kotler book might not work in a rural setting’, thus mentioning the importance of developing newer techniques for sampling and data collection in rural areas. Mr. Mishra also mentioned the technique of Participatory Rural Appraisal - a method which helps circumvent the barriers of language and literacy, and generates voluntary participation. He concluded his speech by encouraging anyone who wants to participate in rural research to be sensitive about differences in perceptions between a city dweller and a person from the village, to keep it simple, and, most importantly, to have an open mind.


Mr. Ashish Desai:

Sr. VP and Business Head, Aditya Birla Payments bank

He began his career as a data scientist working with neural networks, but after keenly observing human minds, eventually switched to behavioral economics. Keeping his session interactive, he brought out the similarities between an urban and rural woman by giving the example of Gulafsha Ansari, a woman from the infamous Dharavi slum who went on to play in FIFA and become a football coach. As he said, ‘people move from one persona to another based on the experiences they have’. He also emphasized on the importance of market research using the “sachet-ising” of health insurance as an example, in which schemes were offered to rural people at as little as ₹99 a month for coverage of critical illnesses. He spoke about how the masses of data available due to technology can be used for customer profiling, with the ominous claim that “data and dead bodies don’t lie”. He ended by dropping some valuable Do’s-and-Don’ts, and important tips to keep in mind, when conducting market research, especially in rural areas.


Mr. Mohan Krishnan:

Ex-Group VP, KantarIMRB

Mr. Krishnan is a man who embraces the rapid changes befalling the rural lifestyle, and makes it a point to spend time travelling across India every 5-6 years to document these changes. He spoke about how urban people are distanced from the village manner of living, and how “many of us urban Indians are taking decisions for 70% of the country’s population”, with respect to rural marketing. He spent time showing pictures from his own findings to illustrate the subtle differences in the rural dweller’s home over the years. Trivialities such as the presence of a wash-basin in the bathroom, or a shoe-rack, revealed their aspirations to mimic the urban way of living. He spoke about popular rural research methods that can be deployed, and, concluded by mentioning the deep impact that the penetration of technology has had in rural areas.

Source : ,

back to the top

You need to be logged in to post comment

Comments (0)

Related News:

More news from this category

Quick Links

Browse By Category

Subscribe to "news" Feeds

Enter your email to receive "news" Updates:

Stay in touch :           

Search For :
Degree Distance Essay Executive Mba Global Mba

to 9870807070

to your account


Remember Me

Forgot your password?

Sign-up now

Join and Share your Knowledge. Registered members get a chance to interact at Forum, Ask Query, Comment etc.