Illumina ‘11

A Disguised Market Research Festival

October 2011
 Knowledge partner, 2010

Research Associates

se
ta
ic
o
ss
a
s
u
o
iv
er
P
 I
ll
u
m
Every puzzle has a solution, but when the puzzle is about
delving into consumer psyche, it is a tough nut to crack. in
Illumina, the disguised market research festival of MDI a
Gurgaon, has been providing companies with that unique a
opportunity to study consumer behavior. t
a
g
la
n
c
e

• Disguised research conducted on respondents attending

the Diwali Mela held on the MDI campus in Gurgaon.

• Respondents are profiled to ensure the most relevant and

unbiased responses.

• A successful track record of 14 years.

• A cost effective medium of research.

• Held in the heart of Gurgaon city attracting a footfall in

excess of 8000

• Also conducted in the rural format in Pataudi town in

Haryana to provide companies with vital rural perspectives.

• Research validated by MDI faculty and the Knowledge part-

ner (IMRB International in 2010).
 • Once the company provides research problem to
Illumina, the students of MDI will design a disguised
research plan accordingly.
• This plan will be carefully scrutinized by the

y
faculty at MDI as well as our knowledge partner

g (IMRB International in 2010).

o
l
• Next, the design proposal is presented to the company

o for approval and vital inputs are incorporated.

d • The research is implemented in Illumina by simulat-

o ing several disguised scenarios in which responses of

h
te respondents are recorded.

M
 T
h
Test Marketing e
O
•
Brand Awareness, Perception and Preferences testing
•
ff
Rural Market Research e
ri
•
• Concept Testing
n
Behavioral Research g
s
•
• Advertising Effectiveness Measurement

S
o
As of 2010, there were 81 million internet users in India, ci
with 23% of them active on social media. For companies
al
which want to associate with Illumina 2011, we offer a great
M
e
value proposition in terms of exposure through social media d
campaigns through a variety of Below the Line advertising: ia
C
• Organizing competitions on Facebook which will revolve
am
around the products of our sponsors and redirect to their
Facebook/Twitter accounts or websites p
ai
• the prizes for these events can be sponsored by our g
partners to generate trail among their Target group n
 A rural market research was conducted for Airtel Digital TV.
The research objectives were to understand EPG (Electronic
Program Guide) usage behaviour, evaluation of EPG across
key DTH brands and changes required to their EPG . The re-
search also focused at finding out the reactions of customers
towards EPG prototypes.

a
n
i
m
u
llI
la
r This rural research aimed at finding out the needs and
u
r- wants of consumers relating to solar lightening products. It
also focused on finding out the awareness of the financing
s schemes available for these products. The research meas-
Rured the visibility of Solar and BP Solar products in the rural
MHaryana market and awareness of people regarding savings
s with use of solar products.
u
o
iv
er
P
 P
r
e
v
io
u
The research entails research of 6 concepts ranging from s
services to finisher, to arrive at a “go no go” result to en- M
able decision making. The research involved understanding R
the consumer as well as their usage of social media. The re- s
search also included analysis of consumers' awareness, their -
u
willingness to pay a premium for green products. r
b
a
n
I
ll
u
m
in
a

This research was done to understand the catchment of

Spencer’s Hyper in Gurgaon- MGF Megacity Mall. It fo-
cused on finding out whether the consumers are in the trial
level, loyalist level or non goers at Spencers. The company
aimed at finding out the various reasons for the variation in
customer behaviour.
 The purpose of the research was to understand the key driv-
ers for footfall in a mobile retail outlet. The research studied
the consumer behaviour as a result of the advertisements,
offers and the quality of service of the retailers.

a
n
i
m
u
llI
n
a
b
r
u
-s
RThe purpose of the research was to gather shopper insight
M about buying behaviour across various retail formats. The re-
ssearch specifically aimed at studying the consumer demo-
ugraphics and how the shoppers buy products in various re-
o
ivtail formats like malls, kirana stores, grocers, chemists etc
er
P
M
e
d
ia
C
o
v
e
r
a
g
e
For further details on the event contact -

Manish Dhamankar

Secretary, Illumina ‘11

MDI, Gurgaon

Phone: +91-9891767113

Email: illumina@mdi.ac.in