The Insights Hub

What Men Really Want from Their Razor Experience? For Indian men, shaving is no longer just a routine driven by habit. It’s becoming a conscious grooming choice shaped by comfort, convenience, value, and evolving personal style. From daily groomers to occasional shavers, razor decisions today reflect changing lifestyles rather than fixed rituals. In this edition of The Pulse Shift , we explore how Indian men are rethinking shaving and what this behavioural shift means for the

A mattress is supposed to fix sleep. Relieve pain. Improve comfort.But for a growing number of Indian consumers, it’s doing the opposite. In this edition of The Pulse Shift , we unpack why mattresses once considered long-term, low-involvement purchases are now becoming sources of dissatisfaction, discomfort, and early replacement. What’s driving this shift, and what does it signal for brands operating in the sleep and comfort category? Why Are Mattresses Failing Indian Sleep?

OTT subscriptions in India are growing fast—but commitment is thinning just as quickly. Viewers are signing up, switching platforms, capping spend, and constantly re-evaluating where their time and money go. The result? A streaming ecosystem driven less by loyalty and more by moment-by-moment relevance. In this edition of The Pulse Shift , we unpack what’s really shaping OTT choices in India today—and why traditional ideas of retention, pricing, and monetisation are being cha

The marketing research process has never been more important than it is today. Consumer behaviour is shifting quickly, attention spans are shorter, and buying journeys are filled with micro signals that brands must interpret with precision. Yet many organisations are still following frameworks that were designed for a slower, more predictable world. Modern decision makers need a research approach that is sharper, faster, and deeply aligned with real customer behaviour. This g

Understanding consumers has become one of the most challenging and transformative aspects of modern business. Preferences shift without warning, loyalty is volatile, and attention is divided across countless platforms. In this landscape, the ways of market research have evolved far beyond traditional interviews and surveys. Marketers and strategists now require a more adaptive, layered, and intelligence driven approach to decode real consumer behaviour. This blog breaks down

India has become one of the most dynamic consumer markets in the world. Urbanisation, digital access, rising disposable income, regional diversity, and youth driven consumption are reshaping buying patterns almost every quarter. In this constantly shifting landscape, the demand for deeper consumer intelligence has surged dramatically. As a result, market research companies in India have evolved from traditional data collectors into sophisticated insight partners powering str