Understanding Consumer Behavior through Cultural Research

Understanding Consumer Behavior through Cultural Research

Recently we have interviewed Anubha Gupta from Hansa Research Group share some information about the Tying the knot is a knotty affair – cultural research on a sensitive topic” during the upcoming QUAL360 APAC conference is going to held on Oct 16-17 in Singapore. We had a conversation with him about the highlights of his session and the current state of Qualitative research.

Question #1: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?

Anubha Gupta: Core message that I would like the audience to takeaway is: that ‘one size fits all’ definitely does not work for Qualitative research and therefore each study needs to be approached differently. In our study we used multiple methodologies to understand a complex topic which worked well for us. Thus, spending adequate time in designing the study and ensuring we have looked at the issue from all angles is critical to get the desired output. We had piloted the methodologies to understand the kind of output we could expect which helped in ensuring we got the desired depth in findings.

Question #2: Why did you choose the topic of your talk?

Anubha Gupta: Frankly one reason was its such an intriguing and layered topic we were researching – what can be more interesting than trying to understand how people choose partners? 🙂

On a more serious note, the study had various cultural nuances and how the use of multiple methodologies helped answer the Client questions was something which I felt would be of interest to everyone.

Question #3: What motivates you to join QUAL360 APAC and what are your expectations?

Anubha Gupta: My key motivation is to get a peep into the interesting work that is happening in Qualitative research across the globe plus a chance to meet and interact with other delegates in the same field. I feel attending the conference will help me in my work going forward by introducing me to new trends and approaches in Qualitative research.

Question #4: There is a lot of talk about the current state of qualitative research – how would you sum up the current state of qualitative research in 1-2 sentences? And what do you think QUAL360 APAC as a conference can contribute?

Anubha Gupta: I think Qualitative research is in a state of metamorphosis and will emerge stronger going forward. Its exciting times and lot of changes are taking place so we need to adapt and evolve. QUAL 360 can contribute by providing a platform for generating relevant discussion and debate which would help the industry going forward.



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