San Francisco, California
London, United Kingdom
The goal of research we know is to identify insights that define consumer’s behaviour, their thoughts and attitudes. The goal is to identify insights that touch a nerve or insights that draws us in or insights that have a personal touch or insights that sticks with us as consumers and therefore leads us to an attitude or behaviour change.
The interesting part about insights is that:
- Consumers don’t tell us insights; they have to be discovered by asking the right questions. In research we use different forms of questions - words, numbers and visuals as a form of questions.
- Insights are only meaningful or are considered as insights when they are juxtaposed in the context of the consumer’s psychological, social and cultural context.
In our talk on ‘Sleuthing for Insights’ on October 13th we will look at some of the psychological testing methods such as projective techniques, visual language techniques (to identify deep metaphors) and motivational tools which help us understand the psyche and behaviour of consumers in the market place. Register* now to attend the free seminar.
About the Speaker:
Jaisy Desai has more than 18 years of experience as a practitioner in Qualitative Research. She started thinking research during college and has stayed true to the discipline. She enjoys the creativity, curiosity and diversity that is so part of qualitative research.
As a researcher, she has held diverse roles including heading the qualitative team in India and also as a Regional Lead in the APAC region, based out of Singapore. Most of her career has been with leading agencies such as MARG, IMRB, Ipsos and TNS. She has also been certified as an Accredited Research Lead by Unilever. She has worked with all leading clients including Unilever, Nestle, Standard Chartered, Cadbury’s, J&J to name a few.
Jaisy has authored papers and presented at Market Research Societies and Esomar in different parts of the world including Atlanta, Istanbul, Singapore and India.
Venue: Nanyang Technological University
Seminar Room: LHS-TR+55
Level 3 The Hive
52 Nanyang Avenue S(639816)
*Registration is accepted on a first-come, first-served basis. Entry to seminar is limited to 50 participants only.
Nanyang Technological University Seminar Room: LHS-TR+55
Level 3 The Hive
52 Nanyang Avenue
Institute on Asian Consumer Insight
ACI is a unique, world-class institute dedicated to helping international brands respond to the needs of Asian consumers. We bridge the gap between academia and business, providing the deep understanding required to break into diverse Asian markets.