In a first-of-its-kind disguised market research survey, students of Management Development Institute Gurgaon and some leading companies spent time understanding and communicating with the new consumer. What makes the survey different from the ones that people face almost every day is the absence of a standard questionnaire and loud brand placement.

With cut-throat competition prevalent across almost all sectors of the economy today, business enterprises are increasingly turning towards the customer to understand their identity, needs, preferences and perceptions. To satisfy this strong, immediate and perpetual need for information, many market research firms have emerged in India. Whilst the volume of data captured by these firms is huge, the very process of gathering information often corrupts it. Unless the respondent to such an exercise is unaware of the fact that he/she is being observed, the inputs collected are, at best, biased. ‘The ILLUMINA concept’ solves this problem.

Illumina 2011- the 15th edition of the event saw more than 10,000 visitors, and participation from corporate like IOCL, Godrej, Kraft Foods, State Bank Of India, Nissan and Danone . Mandevians dressed in specially designed green and maroon Illumina “XV” T-shirts were enthusiastic to conduct the disguised market research. Specially dedicated market research was conducted for Indian Oil Corporation Limited (IOCL), Hewlett-Packard (HP), Berger Paints and Godrej. It helped companies gauge the true perception, identity, needs, preferences of customers about their products.


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