The hidden logic behind Gen Z choices
A sharp decode of how young Indians navigate independence, trust, travel and brand choices.
Case Studies
Have Your Cake and Feel Guilty Too
A deep-dive into the consumer's guilt hierarchy, the psychology of consumption-led guilt, and what it implies for brands the category calls “unhealthy.”
How consumers scroll tells you everything
Section by section, screen by screen, what a user's scrolling pattern reveals about a healthcare app's hierarchy, priorities, and missed opportunities.
The brand behind the boarding pass
A brand perception and diagnostics study examining how frequent flyers perceive, prefer, and position the airline in their minds.
The social script behind every sip
A market research study for alcohol brands in India, combining consumer segmentation research and semiotic analysis to decode how beer, wine, whisky and white spirits signal mood, status, personality and belonging.
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