With so many multinational brands coming to India, how has that affected market research as a discipline?
A. Multinationals bring tried-and-tested disciplines into local markets. Research prerequisites are administered universally, for local learning as well as international comparisons. The learning is transferred to people, who move on and positively influence their next workplace. Having said that, global instruments run the risk of becoming blunt instruments and the local managers and researchers need to ensure that it is equally sharp in the local context.
