Thought Leadership
Explore our latest thinking on consumer research,
product strategy, and the future of data-driven decisions,
with insights and trends built for modern teams.
August 2026
India's Sunscreen Trust Gap: Why users trust their SPF but misread the label
More than 50% of Indian sunscreen users trust their choice, but only about a quarter read the SPF label correctly.
August 2026
India's Healthy Eating Gap: Why shoppers claim healthy choices but buy otherwise
Around 85% of health-motivated Indian shoppers claim healthy choices, but only about 60% actually buy the healthier option.
July 2026
Frozen momos market entry: Why most brands price wrong and position even worse
Why most frozen momo brands are pricing wrong and positioning even worse, mapped across six Indian metros.
July 2026
Complete nutrition beats single-benefit claims in Indian puppy food
Why complete nutrition beats single-benefit claims for Indian puppy owners, and what that means for portfolio strategy.
July 2026
Brand positioning validation: A strategic guide for FMCG brands
Validating brand positioning for a leading regional dairy brand through head-to-head consumer testing.
July 2026
Why Indian chutneys remain the biggest growth opportunity in accompaniments
Why Indian chutneys remain the biggest unconverted growth opportunity in accompaniments.
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