Bappaditya Jana

Being completely dependent on demographic profiling is a passé. In today’s individualistic society, an "17–23-year-old single, Indian male" are wooed by the products and marketing communications that...

Market research is planned and executed with a purpose. It aids us in understanding the requirements, behaviour and attitudes of both existing and potential customers, members of various...

Mere expectation about the kind of experience your consumers are going to come across is at best an uneducated guess which would invariably result in irrecoverable ramifications. Measuring and...