GETTING INTIMATE
In search of platform nine and three quarters...
Charukesi RamaduraiShobha Prasad
Abstract
The internet – especially the social networking site - is emerging as a significant channel for the youth to communicate with each other and express themselves. This paper examines the setting up and administration of an online qualitative youth panel as a methodology for deeper insight into the minds of Indian youth. This panel of young respondents would act as co-researchers in this process, making use of ‘reporting’ techniques both offline and online. By weaving online with offline, the desire was to mirror the manner in which youth choose to connect and communicate in real life, thereby taking us deeper into their minds and lives than adults would normally be allowed.
Once the panel is successfully established, the online component would be invaluable for a number of real-time inputs that marketers need. For instance, take the case of a new commercial on air- we could get responses to it the next day through a quick ‘question of the day’ on the site. This is in addition to obtaining deep insights into the lives and minds of youth today. Finally, this methodology provides the ideal situation of ‘triangulation’ of information – the researcher and the research process itself informed by respondents on one side, and experts on the other.
Charukesi Ramadurai
Charukesi holds a Post graduate Degree in Marketing Communications from MICA (Mudra Institute of Communications, Ahmedabad) and an MSc. in Social Research Methods from LSE (the London School of Economics and Political Science). Apart from the 10 years she has spent in the research industry as qualitative researcher and ethnographer, Charu is a photographer and travel writer. She also blogs on qualitative research and Indian culture.
Shobha Prasad
Shobha has an MBA from the Bharatidasan Institute of Management and has spent nearly 20 years in qualitative research and advertising (Ogilvy & Mather) in India. She is co-founder of Drshti Strategic Research Services Pvt. Ltd. Shobha presented a paper on new research methods in advertising testing at the Annual Seminar of the Market Research Society of India in 2005 at Mumbai. Additionally she has had case studies published in Indian business magazines such as Business World.
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