The Creator Boom Beyond Metros: Why Brands Can’t Ignore Small-City India
The Conversation Has Moved Walk into any brand planning meeting in India today and the conversation around influencer marketing sounds different from what it did a few years ago. The question is no longer simply about who has the largest following.
Why the Indian Consumer is the World’s Most Interesting Technology Adopter
There is something distinctive about how India adopted digital technology. It did not follow the gradual, infrastructure-led path that most developed markets took. It leapfrogged. Consumers who had never owned a desktop computer or a credit card went directly to
What are Cultural Traits, and why are they so important for Consumer Research?
Understanding Cultural Traits in Market Research When we talk about cultural traits, we mean the shared values, beliefs, habits, and behaviors that shape how people live, make decisions, and consume products. In market research, ignoring these factors can lead to missteps
