The Insights Hub

Subscribed, Not Committed: India’s new OTT reality

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

Jan 82 min read

A Modern Guide to What Consumer Behaviour in Marketing Is

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

Nov 14, 20254 min read

The True Nature of Marketing Research: Where Data Meets Decision

In a world where every click, scroll, and purchase leaves a digital footprint, marketing research has become the silent compass guiding business decisions. But what really defines the nature of marketing research ? Beyond the numbers and graphs lies a deeper process that interprets human behaviour, anticipates change, and empowers brands to make smarter moves. Understanding its nature helps businesses navigate uncertainty, identify growth opportunities, and align offerings wi

Nov 13, 20254 min read

Festive Pulse 2025: Fashion & Apparel

This festive season, India is redefining what fashion means. The Festive Pulse 2025: Fashion Report by Smytten PulseAI reveals a major wardrobe shift — from fast, frequent buying to thoughtful, quality-led fashion choices. For mid-income households, premium isn’t about indulgence anymore — it’s about confidence, value, and timeless appeal. Key Insights from the Report Fashion Spending Gets Smarter The festive wardrobe refresh continues, but with purpose. Consumers are making

Oct 31, 20252 min read