Marketing Research is not about filling forms, shows IIM Calcutta

This weekend, 22, Camac Street was electrifying with activities, filled with fun, masti and complete family entertainment made possible by the students of Indian Institute of Management, Calcutta (IIM C). Are you wondering why these would be managers, were entertaining people of Kolkata? Are you thinking that you will hear some management concept or some management session was going on? The answer is a firm no. While a large group of 1200 odd Kolkatans were participating in games and having fun, the way in which they responded and made choices during the course of the game gave the IIMCians enough information to read their consumer behaviour.

Yes, whoever thought that reading consumer’s mind is impossible, were proved wrong and Team Census, under its flagship event “˜Ulhaas’ unravelled the minds of the motley group of Kolkatans. More than 150 students of IIM C burnt their mid night oil, designed, devised & built strategic games to read the consumer behaviour and characteristics, with fun as an experience, they subtly gathered information about their attitudes, beliefs or opinions to any proposition.

The event strategically held at a place that naturally generates a strong footfall had more than 1500 participants ranging from 8 years to 60 years playing games based on themes like Kolkata Knight Riders, Rock Anna, Rab Ne Bana Di Jodi etc. Even while they were waiting for their turn to play the games the audience were entertained with quizzes, tambola and antakshari contests happening on stage. The event was partnered with firms like T.I.M.E, Kolkata Port Trust, VLCC, Hindustan Times, Red FM, and Channel 10. Wild Stone, SBI Life Insurance, Starmark, Turtle, CRY provided live projects which were disguised as games, which ensured that companies obtained results free of any distortions or biases. The partners also had a great opportunity to increase brand awareness and test waters for new product launches.

During the entire duration of the process the enthusiasm among the students was palpable, the energy and the effort that the students of IIM C put in to make an impact was incredible. Every participant had some prize to be won, and the teams that had designed the games will subsequently be judged based on the effectiveness of the research and the impact it will have.

Not surprisingly, Ulhaas has over the years managed to carve a niche for itself in the thoughts of the business makers in the country and in the hearts of the Kolkatan public. The students signed off with a promise to be there again next year.

External Relations Cell
IIM Calcutta