“You know you are winning when you become unpredictable.”
Synonymous to being unpredictable and unique, Illumina, the disguised market research club of MDI Gurgaon is back with its 26 years of legacy to help companies understand the consumer psyche. There, market research is conducted in the most purest and bias-free way possible to get authentic insights about consumer behaviour. The purpose is to collect and analyse data without the consumers being aware of getting surveyed. They have had past collaborations with prestigious companies like HUL, ITC, Coca-Cola, Dabur, Flipkart, Colgate Palmolive, Decathlon, Mankind, Godrej, Hewlett Packard, Idea Cellular and Videocon to name a few.
Last year, lllumina conducted the first event of the academic year 2021-22 at MDI Gurgaon, although in online mode, known as E-Illumina. On the occasion of Illumina’s 25th anniversary, the theme of the festival was ‘Reminiscence.’ The event had received registrations from 1500+ individuals. They had collaborations with companies like KFC, Mars, SAIL, EdTag and GROG. They also conducted a comedy night with famous artist Mr. Harsh Gujral.
In previous years, they have conducted events with fun games. One such game was Dart where they were able to gain insights about the consumers behaviour for a soupy-noodles brand. They had engaged the guests in a dart game where along with that guests had to participate in a rapid fire game. The purpose was to ensure that they gave answers spontaneously what first crossed their mind. The rapid fire involved questions like consumers' preference towards homemade soup or packaged soup, their time of consumption, their preferred packaging sizes, etc.
After two years of successfully organising E-Illumina, they will be back offline with their annual flagship event, Urban Illumina 2022. The most awaited Diwali mela of the season will be organised on the campus premises on the 29th of October. Filled with fun activities, rich delicacies, great music and entertainment stalls, it will be an unparalleled event conducted specifically for the urban consumers. The starry night will also witness some fun competitions and amazing performances by renowned artists. Along with students, faculty and administration of MDI, a large number of guests from across Gurgaon and Delhi will also attend the event. And amidst all the fun will happen the disguised market research for various companies. Here, they will formulate and design games and activities in such a way that the research objectives will be fulfilled while people will enjoy those activities.
They look forward to hosting you at Urban Illumina. Stay tuned for further updates!