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?

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

If there is one term that every marketer hears but rarely pauses to decode, it is marketing research. Over the years, the meaning of marketing research has become blurry, reduced to surveys, dashboards, and periodic reports. Yet the real marketing research meaning is far more powerful, nuanced, and strategic than most teams realise. In a world where consumer behaviour shifts faster than campaign cycles, understanding what marketing research truly means has become a competitiv

Every brand talks about research. Every team claims to be data-driven. Yet when decisions go wrong, when campaigns fail, or when products miss the mark, the root cause often traces back to one issue: the market research process was flawed. Not because the team lacked effort, but because the process was treated like a checklist instead of what it truly is: a decision engine. In an environment where consumer sentiment shifts weekly and competitive landscapes evolve overnight, u

Every strong business decision begins with a powerful question. And the smartest brands today are asking far better questions than they did even two years ago. That is why choosing the right marketing research topics has become a strategic advantage in itself. A well chosen research topic gives teams direction, reveals blind spots, and uncovers opportunities that competitors fail to see. But most companies make a simple mistake. They focus on basic questions that lead to pred

Most leaders approach market research the way they learned it in business school. They remember charts that neatly divided research into qualitative and quantitative, exploratory and descriptive, primary and secondary. And while these categories still matter, the modern marketplace has evolved so dramatically that thinking of research types as static labels no longer helps brands make smarter decisions. The truth is that the types of market research were never meant to be aca

If there is one reality that 2025 has made impossible to ignore, it is this: businesses that rely on guesswork are running out of luck. Markets are evolving too fast, consumer behaviour is shifting too unpredictably, and the competitive landscape is tightening by the day. In this climate, the importance of marketing research is not just growing. It is exploding. What makes this transformation remarkable is that marketing research is no longer viewed as a background activity o

If the last decade taught marketers anything, it is this: consumer behaviour is shifting faster than traditional research timelines can keep up. What used to take fourteen days now feels outdated in four. Every CMO, insight lead, and brand strategist is operating in an environment where decisions cannot wait for long data cycles. This is where AI in market research has moved from a futuristic idea to a practical competitive edge. Artificial intelligence in market research is

A decade ago, most research conversations revolved around sample sizes, field timelines, and report formats. Today, the conversation has shifted entirely. Marketing heads and insight leaders now ask a very different question: How can we understand consumers fast enough to make decisions that matter today, not three weeks later? This is the world where AI for market research has emerged as the new backbone of modern insight teams. Not as a flashy add on, not as a futuristic ex

Marketing today is no longer about pushing products or flooding channels with promotional content. It is about understanding people. Their motivations, their hesitation, their preferences and the way they navigate choices define the success or failure of every marketing strategy. This makes it essential for brands and researchers to answer one foundational question: what is consumer behaviour in marketing ? Consumer behaviour offers marketers the lens to understand not just w

Understanding consumers is no longer a matter of guesswork. Today’s marketers and researchers operate in a landscape where decisions change quickly, loyalty is fragile and expectations rise with every brand interaction. This makes the determinants of consumer behaviour  one of the most important areas to decode. These determinants reveal why people choose certain brands, reject others, compare endlessly and switch loyalties overnight. By understanding what drives consumer dec

Consumers today don’t browse, choose, or purchase the way they used to. They switch platforms seamlessly, compare endlessly, and expect brands to understand their needs even before they express them. This is why understanding the characteristics of consumer behaviour  has become essential for marketers, researchers, and strategists who want to stay ahead of rapidly shifting expectations. Consumer behaviour isn’t random. It follows patterns, tendencies, reactions, and decision

If there’s one area marketers can no longer afford to overlook, it’s the evolving scope of consumer behaviour . As consumers become more informed, more expressive and more unpredictable, understanding why they buy, how they decide and what influences their choices has become the backbone of modern marketing. The scope of consumer behaviour today goes far beyond simple purchase decisions. It includes their motivations, values, online journeys, influence networks, post-purchase

Consumers don’t buy in one straight line. They choose, switch, hesitate, compare, repeat, and explore based on emotional triggers, functional needs, price sensitivity and evolving expectations. This is exactly why understanding the types of consumer behaviour  is no longer optional, it is a marketer’s shortcut to reading minds. In a world where attention spans shrink and choices multiply, understanding how different consumers behave during a purchase gives brands the power to

Why Consumer Behaviour Is Your Biggest Marketing Advantage Marketers often chase trends, campaign formats, new platforms, and creative ideas. But the one thing that consistently separates winning brands from struggling ones is simple: a deeper understanding of consumer behaviour . In a world where consumers scroll faster, compare endlessly, and switch loyalties overnight, the importance of consumer behaviour  has reached an all-time high. If marketers want to build brands tha

Every marketer wants to know what really drives a consumer to click buy now. But decoding that behaviour isn’t just about running a few surveys or glancing at dashboards. The real magic lies in understanding the consumer research process , the methodical yet dynamic system that transforms curiosity into clarity. Brands that master this process don’t just react to markets; they predict them. From product design to communication strategy, the consumer research process acts as t

Every great brand starts with curiosity. Why do people choose one shampoo over another that costs the same? Why does a “limited edition” tag suddenly make something irresistible? The answer lies not in the product, but in consumer research , the art and science of understanding what drives real human choices. It’s where numbers meet nuance and where marketing stops guessing and starts knowing. The Curiosity Behind Every Purchase Every click, swipe, and shelf pick hides a stor