Workshop led by Shreyanka Basu: Insights and Expertise Shared
A masterclass arranged at our institution campus recently served as an enlightening insight into the art of leveraging consumer insights to effectively inform design outcomes, led by the acclaimed Ms. Shreyanka Basu. A prominent figure in the world of qualitative research, Ms. Basu comprises an illustrious resume in teaching at India's top business schools, including eminent institutions like the Indian Institutes of Management (IIMs).
Ms. Basu immersed participants in the fundamental importance of thorough research in grasping consumer psychology and the interwoven intricacies surrounding it. She underscored the crucial distinction between research-driven data and personal opinions for achieving objective and unbiased findings.
The masterclass focused on demonstrating students how to decipher meaning from both quantitative and qualitative data, and the importance of separate analysis for the sake of enhancing the accuracy of data inference. She emphasized the need for centralizing qualitative research in the realm of consumer and market psychology.
Ms. Basu also shed light on the influence of language nuance in resonating with consumers and adopting diverse perspectives. Additionally, she highlighted the instrumental role that consumer emotions play in shaping buying decisions, touching upon brand perception and product usability.
As a key outcome, the masterclass empowered students to strategize research methodologies that elucidate how products are developed and designed with a keen focus on the consumer and contemporary market trends.
In her astute professional career spanning over 17 years, Ms. Basu has dedicated her expertise to unveiling the intricate connections between seemingly disparate elements. Concurrently operating in the spheres of market research, teaching, and marketing, her unique ability to identify the opportune moment to pose critical questions has been the cornerstone of her successful endeavors.
After earning her post-graduate degree in Communication Management from the Symbiosis Institute, she nurtured her career with both Everest Brand Solutions and Kantar IMRB, ultimately heading Connecting Dots, a strategic consultancy specializing in consumer insights, before venturing into teaching and fostering an interest in bridging the divide between academia and industry.
Through her award-winning qualitative research approach, Ms. Basu has consistently placed qualitative research at the forefront of management education and informed marketing decision-making, making her a sought-after figure in the field. Regularly teaching at esteemed institutions such as IIM Lucknow, the Indian Institute of Mass Communication, and the National Museum Institute, among others, she draws upon her multifaceted experience to illuminate the opportune methods for advancing consumer understanding, thereby driving superior product development and enhanced brand strategy.
- Ms. Basu emphasized the importance of leveraging consumer insights to inform design outcomes, which is a crucial aspect of product management in education-and-self-development and personal-growth.
- She highlighted the need for centralizing qualitative research in the realm of consumer and market psychology, suggesting that it plays a key role in effective communication during the design process.
- Ms. Basu's expertise in unveiling intricate connections between seemingly disparate elements like art, communication, design, and market research, contributes significantly to her teachings in management education and marketing decision-making.
- Through her influence in promoting qualitative research, Ms. Basu has made a substantial impact on the design and development of products, enhancing learning opportunities at institutions such as IIM Lucknow, Indian Institute of Mass Communication, and National Museum Institute.
