Methodology of the research is expected to be the first to change and shift online Jasal Shah, CEO and managing director of research firm Markelytics Solutions, is very busy in handling the surge in client queries.
The outbreak of covid-19 in India (and globally) has made companies and brands uncertain about their future as the prolonged lockdown finds the country staring at a serious economic slump.
Shah said the clients’ fears are not unfounded. “There will be a new normal post-covid-19. So, how you conduct market research and what you want to explore will change." The methodology will be the first to change.
Praveen Nijhara, CEO, Hansa Research, agreed: “Traditionally, India uses face-to-face interviews for market research as labour is