Drshti Papers

Breaking News! What qualitative research can learn from the news media

By Shobha Prasad
ESOMAR QUALITATIVE CONFERENCE 2017

The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples’ lives. What can we learn from this to increase our impact and relevance as qualitative researchers ?

Towards 20/20 vision: Cleansing the lens

By Shobha Prasad

ESOMAR QUALITATIVE CONFERENCE 2015

This paper uses the analogy of vision disorders like myopia and hyperopia to create a framework for different analysis biases and how to overcome them

THE FICKLE MISTRESS

BY SHOBHA PRASAD

ESOMAR QUALITATIVE CONFERENCE 2014

BEST PRESENTED PAPER AWARD

This presentation deals with the impact of brand renovation on loyal consumers, and the role of the Change-Constancy Conflict in the loyal consumer’s response to such changes. This analysis would provide marketers and researchers with a deeper understanding, leading to more incisive analysis on the part of the researcher researching brand renovation, and more nuanced strategies for successful renovation on the part of marketers.

THE POWER OF THE DARK SIDE !

By Shobha Prasad

ESOMAR QUALITATIVE CONFERENCE 2013

BEST PAPER AND PETER COOPER AWARD

The assumption that in the “Seven Deadly Sins” lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.

“So many different suns”

By Sangeeta Gupta and Shobha Prasad

ESOMAR APAC CONFERENCE 2012

This presentation provides a deeper understanding of the dynamics between these concepts and consumption behaviour, to arrive at a framework that helps marketers make better brand decisions in emerging markets.

Why some slumdogs feel like millionaires and some millionaires like slumdogs…

By Shobha Prasad

ESOMAR Qualitative Conference 2010

This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence – which can make slumdogs feel like millionaires.

Listening to the sounds of silence..

By Shobha Prasad

ESOMAR APAC CONFERENCE 2010

This paper examines “silence” and the unarticulations as essential parts of consumer feedback and looks at ways in which these can be classified and interpreted for more enriched qualitative research analysis.

In search of platform nine and three quarters…

By Charukesi Ramadurai and Shobha Prasad

ESOMAR QUALITATIVE CONFERENCE 2008

This paper examines the setting up and administration of an online qualitative youth panel as a methodology for deeper insight into the minds of Indian youth.