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About this event...

Consumer research often focuses on what people want, why they choose and what drives purchase. But in India, desire is rarely expressed directly. What we want often has to first become permissible. It may need an alibi. It may sit alongside a contradictory belief. It may require validation from other people, or be expressed in ways that make it socially acceptable.

The masterclass will explore the deeper cultural logic that sits underneath Indian consumer desire and show how researchers can learn to recognize it through the following themes:

• Permission: What gives someone the right to want something?
• Alibi: What explanation makes the desire acceptable?
• Paradox: What happens when the desire conflicts with how someone sees themselves?
• Performance: How can the desire be safely expressed or displayed?
• Negotiation: Who else has a say in whether the desire can be acted upon?