The case of the elusive insight
Lessons learned from the greatest researcher of all
Achala Srivatsa, Anjali Puri & Shashikala Raj
Abstract
Sherlock Holmes, the man and his methods have a well-documented and oft-celebrated link with qualitative research. What can researchers today take away from the personality, the methods and the writings of Sherlock Holmes that we can effectively practice in today’s world? Our needs are simple yet awe-inducing:
- An ability to recognize the difference between the mundane and the important
- Adding enough depth for richness without getting entangled in the details
- Integrating available information lucidly to lead to the most compelling solution
We look at three facets of the Holmes legend – the man, his methods and the canons. We believe that we have much to learn from each and that they are as relevant in the world of marketing and commerce as in the science of criminal deduction.
The implications of the paper are about how we think of ourselves as researchers, how we define our craft and from where we draw inspiration. For some years now, there has been a consensus on the shift from methodology to business issues – we all agree that insights are not to be found in methodology silos. Many of us however still struggle to make the leap from being data gatherers to ‘problem solvers’. What better, then, to help us in this process, than lessons from the greatest problem solver of them all?
We know his methods. And our paper will use examples from our own research to illustrate how an application of these methods will help us in our search for that elusive, enduring insight.
Achala Srivatsa
Qualitative Research Director ACNielsen International, USA
With over 6 years experience in India and 10 years in Indonesia, Achala has been a trusted consultant to clients like Philip Morris, GSK and J&J. For the last two years, she has been branching out from pure qualitative research into providing integrated solutions to key clients using multiple sources of data. She has previously presented a much acclaimed paper at the Esomar Conference in Boston in 2002 on the application of qualitative research in the area of developing communication for HIV –AIDS programmes.
Anjali Puri
Director, Client Service, ACNielsen India
Anjali Puri is currently with ACNielsen India as part of a strategic think-tank responsible for servicing / providing consultancy on key accounts. She is also responsible for qualitative training in India and for managing ACNielsen’s qualitative proprietary tools.
A seasoned and insightful qualitative researcher, Anjali is acknowledged for her ability to combine fresh, innovative thinking with tremendous marketing clarity. In previous roles Anjali has been responsible for the ACNielsen qualitative business in New Delhi and Bangalore. She has spent over 14 years in the industry, with experience across categories like health and personal care, OTC products, foods & beverages and liquor, telecom and personal accessories. She is a regular presenter at international market research forums, and was recently given the ‘Best New Thinking’ award by the UK MRS for a conference paper.
Beyond market research, Anjali is an avid dancer, writer and (somewhat lapsed) potter. She is passionate about her two Labrador Retrievers, and about books, good food and good wine!
She is presently based in Bangalore.
Shashikala Raj
Consultant, Market Research and Insights at United Spirits Limited, (part of the UB Group), India
USL, with 13 millionaire brands is the third largest spirits company in the world. At USL, Shashi leads all research and insighting to provide strategic directions on category and brand initiatives. Shashi started her career in research with IMRB International, part of the KANTAR Group. After 8 years with them and a three year sabbatical to pursue art, she assumed her current role at USL in 1998. Shashi has previously presented at the ESOMAR Congress 2005, where her paper (Igniting innovation among researchers) was nominated for the best paper award and at the Asia-Pac conference at Mumbai 2006 in the Grow India session. She was a Program Committee member of the ESOMAR Congress 2006.
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