How a study works.From your desk to a second India, and back.
Follow one decision all the way through: what you send, who sees it, and what comes back. First results in 72 hours.
Bring one decision.
Send the options exactly as people would see them: two ads, two prices, two packs. Say who it's for. You don't need to share any customer data.
Nobody in it is real. Everything about them is.
Take one person. Her age, city, schooling, spending and phone use each come from a government survey. Nobody writes her a personality.
Together, they add up to India's cities and towns.
Everyone is drawn in the census's mix of age, gender and city size, then fitted to the latest surveys of schooling and spending.
No online shoppers without the internet.
Every trait has to fit the others. Anyone who couldn't exist is thrown out before a study starts.
Each person sees one version.
Half are shown option A, half option B, just as you sent them. Nobody sees the other one, or hears what anyone else said.
Then they tell us what they think.
Each person decides on their own. Some say why, in their own words, and we keep every word.
We ask twelve ways before we call it.
The same choice goes out in twelve wordings. If they don't agree, your report says there's no clear winner.