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The whiteLight spectrum
Aiding Innovation
GenInsight Workshops
Creative Workshops
Meeting the Expert
Idea Studio
Shopper Research
Communication Development
Ad Studio
Semiotics
Level 0 Workshops
Intercept Interviews
Semiotics
Brand Consultancy
Context Map
Observations
UniQspot
To generate insight platforms (proposition, product, pack) that a brand could own
Trend mapping with progressive and articulate consumers to develop ideas for the brand
Interviews with relevant experts to fuel the innovation cycle for the brand
A platform to both evaluate and improvise ideas
Tap into cultural markers for true insights
Means to evaluate communication through the cultural lens
A platform to evaluate and improvise communication in all forms (scripts, animatics, narramatics & finished films) as well as gauge impact in a clutter
CoCreation workshop to develop THE key communication space that the brand could own
Understanding the buying nuances of the consumer simply by observing their behavior at stores
Interviews done with consumers immediately post either a product or a service experience
Mystery ShopperTo evaluate quality of inputs of the retailer/beauty advisors or any other individual influencing at the point of purchase
Platform to evaluate what the brand stands for and is differentiated on
Branches
Identifying the appropriate and differentiated position that the brand could own in consumer’s mind
Crafting/Re crafting brand architecture
We are about peopleWe are in research because we find people fascinating.
What people say? The knowledge they have, what they understand
What people do? The actions they take, what they see themselves doing?
The culture within which people (and brands) live Cultural forces and meaning systems
What people mean, need, desire? Emotional drivers _conscious and unconscious
We love to explore, observe and understand.
how they respondPeople respond differently in different situations.Research surroundings play a very influential role in how people respond to questions which in-turn impacts the outcome of research.To get unbiased insights it is important to tap into consumer’s life in “their” comfort zone.
Therefore whiteLight, unfolding the
power of unbiased knowledge
how we get unbiased insightsFor us it begins with designing a methodology to do the job best, keeping the consumer’s comfort in mind.
We have honed the classics, resurrected a few and developed new methodologies to achieve the best results and ensure that we have the best possible materials to work with when it comes to analysis and the ‘business end’ of every project.
The SettingOften you see that restrictive environment like household venue/hotel intimidate respondents, therefore resulting in participation from only the extroverts. Also, the possibilities of over claim/under claim are far greater in this kind of set up.
Therefore we recommend doing group discussions in familiar settings like college canteens/coffee houses for the youth, kitty parties for housewives, clubs/gyms for working class
The StimulusTraditionally agencies have been using LCD TVs for all kinds of communication testing irrespective of the TG profile. We understand that even the device used to view the stimulus can have a great impact on responses.Therefore we appropriately choose the device keeping consumer profile in context.
Honing the classics
We maintain, since no two marketing problems are the same, no two research methodologies can be the same either. We consider every new research brief unique and therefore bespoke methodologies given the context of the marketing question.
Why whiteLight?
IGDs - Includes the positive of both in depths and focus group discussions. We find this extremely useful in cases where client wants feedback on any stimulus(proposition, pack, product) in its developmental phase. You start with exposing the stimulus first individually to get unbiased response in terms of comprehension, likes and dislikes and then assimilate in a group to get detailed diagnostics and improvement areas.
QQ - Often we see that clients face problem when they want to predominantly understand the ‘whys’ but in order to make decisions between stimulus need a quantitative feel. Keeping that in mind, we have developed QQ which basically tries to answer the question using both qualitative and quantitative methodologies. We start with quantitative survey with closed end questions(not more than 15) with at least 30 respondents and then follow it up with either in-depths or focus groups with a few depending on the question at hand.
Resurrected a few
Introduced new methodologies
Secret Window
Phone and media audits
Autobiographies
Skype interviews
Here, we place handy-cam/camera with respondents for at least a week to tell us their life story
Top End Panel
Online Panel
These interviews allow you to capture both verbal and physical responses at the same time allowing the respondent to operate from his/her comfort zone
Regular checks of last 10 dialed numbers and channel/programs viewed by youth. This helps in staying abreast with constantly evolving consumer and their sources of influence
Here we create private chatting windows for strangers to be able to interact on topics they would otherwise not be comfortable talking about. This methodology also comes handy when the stimulus in question is of digital nature.
Understanding the context
The media landscape is ever changing. One of the most important developments has been the emergence of Blogs and Social media platforms like Facebook, Twitter, Youtube etc. These have changed the way in which people interact with each other, how information is shared and ultimately how opinions are formed and influenced. Today we live in an age where people are increasingly empowered to create their own content and tell their own stories.
Digital as a medium is very personal, intimate and interactive forums within which people can express themselves freely. Furthermore, the very nature of the platform encourages people to include audio-visual material to illustrate their worlds, whether this be in the form of digital photos, sound clips, web links, short films – all of which add depth and texture to our understanding.
Quick bytes..Getting HNI is always a challenge..To avoid delays, we maintain a set of HNI respondents on a brand’s request
We maintain a set of respondents across profiles to be able to do quick ‘feeler’ checks for inputs into a big study
Telephonic Interviews
Surveys
The medium is private yet very conversational therefore encourages genuine quicker responses.
We do surveys both home to home and at central location to assist decisions on product, pack, proposition.
Online Surveys Customized quantitative research through digital media like online and mobile
Trend BankA repository of information gathered from respondents across researches that we do, coupled with secondary research to pre-empt significant trends for the future
Team whiteLight
We’ve got 120 fascinating years of understanding people among all of us!
We speak Hindi Tamil Telugu Kannada Bangla Punjabi Marathi Gujarati and English.
We have presence across 19 cities in India
West: Mumbai Pune Kolhapur Nasik Aurangabad Nagpur Ahmedabad
North:Delhi Lucknow Kanpur Indore
East: Kolkata Rourkela Bihar(Patna)
South: Chennai Bangalore Hyderabad Coimbatore Vijaywada
Few of the brands we’ve powered with Unbiased Knowledge
Contact whiteLight
Namrata Kapila
Co Founder
+91-9820460665
Comes with over 8.5 years of work experience in Consumer Market Insights which spans across her associations with A.C.Nielsen and Unilever and WhiteLight
During her stint in Unilever, she has worked on two of its biggest brands such as Fair and Lovely and Ponds. She has also led many innovation workshops for brands across categories.
With Nielsen, she has partnered companies such as P&G, Reliance, Park Avenue, British Petroleum, Hallmark, L'Oreal and several more
With WhiteLight, she has partnered brands/companies such as Rasna, Shiseido, ICICI Bank, Axis Bank, Indica Hair Color, MTV, Kellogg's, ICICI Pru, Knorr, AXN, Annapurna, Lakme, Cadbury’s, Kaya, Wipro, Star, Vivel, Visa, Reliance Mutual Funds and several more
She loves to explore, observe and understand. From pure ethnographic observations to quick less intrusive methodologies like diaries and video cameras, she loves going that extra mile to understand consumer reaction within the context in question.
Reshmma Navada
Co Founder
+91-9820049439
She has now been working now for over 19 years, 12 years of this work experience has revolved around deliveringqualitative insights across various categories and brands – She has during this time worked with companies like – ORG–MARG, Indica, Added Value and now WhiteLight
Prior to which she spent 3 years in advertising and 4 years in market research but from an operations perspective.
Apart from delivering Qualitative Insights she is very interested in culture and how it impacts brands.The dynamism ofhow a culture and trends impact brands, is what fascinates and excites her the most - Over the years she has beenable to appreciate and understand the role that culture plays in shaping consumer behavior and hence the impact ithas on brands and the way they evolve
She has worked across various industries and categories like FMCG, Retail, F & B, Spirits, Banking & Finance, Auto,Media, Durables, Luxury products, Mobile telephony, Health Care, Personal care, Home Care and has delivered culturalinsights across all these categories
Contact whiteLight
Rushabh J Mehta
Co Founder
+91-9819012115
He is the founder of Rushabh Enterprise which has been providing Market Research solutions to various companies for last 9 years. He has a Pan India set up with associate offices in 19 major cities across India.
Through R.E he has worked with various clients across categories such as Topps, Gojiyo (Godrej), Firmenich, Orama, Colors, Sony, Aditya Birla, Hindustan Unilever and several more
With WhiteLight, he has partnered brands/companies such as Rasna, Shiseido, ICICI Bank, Axis Bank, Indica Hair Color, MTV, Kellogg's, ICICI Pru, Knorr, AXN, Annapurna, Lakme, Cadbury’s, Marico, Wipro, Star, ITC, Sony, GSK and several more
His understanding of people and his managerial skills makes him a great team leader
