So if all the research is done by MR teams, what does INDEX do? Our job is to study and be aware of what is new and upcoming in the brand world. Then find out whose target segment is available in the city, we watch out for new entrants in the city, for brands who are maybe a little confused, a little skeptical. Or really confident about who they are, but want a second opinion – that of the customer.
So we coordinate the efforts of student research teams and bring live projects on campus. Then organize a carnival in the heart of the city. National bands performing live…bollywood nights…famous street food from all over the city, chikankari, handicraft, dance, music, masti…the whole gamut. Once the city gathers for the gala, we direct them to MR stalls first and then to the fair. The fair for Lucknow becomes the laboratory for IIM Lucknow as students learn everything they can about real customers.
The greatest thing about all of this is that the people who turn up to have fun at the fair have NO idea whats going on all around them! The research is all Disguised(INDEX = Information through Disguised Experimentation). So the sensitisation effect of surveys and questionnaires is completely avoided as customers unconsciously reveal their thought processes and subconscious inclinations through the gamification of questionnaires and other methods of disguised research. Consumers have their share of fun, students gain the knowledge they are looking for, and everyone has a good time!
One of the most looked forward to events, on campus and in the city, over 10000 people turn up each year and make it a huge success. Year on year on year.
19 so far.
And going strong.
Read everything about IIM Lucknow here
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