A while back we wrote about our belief in storytelling in Qualitative research and the art of listening to stories that impact brands. And now, another reason why listening to consumer stories is so important in Qualitative research.
The stories we hear from consumers are personal. But it is when the personal becomes universal that an insight emerges. Here is one such story from the Youth in small town India that has inspired brands.
Our interviews in Aligarh (Northern India), brought us to Deepa’s home. A 17 y.o. fun loving girl, struggling to reconcile a repressive social environment with her own free spirit and modern view of the world. Her dream was to study, become a doctor and work in Delhi. She wanted to enjoy her life, hang out with friends (a mix of both boys and girls). She used modern tools like mobile phones, Internet to enable her. Her neighbours and relatives looked upon this with criticism and judged it as inappropriate. Her mother supported her daughter whole heartedly but was incapacitated by the perplexing new world full of technology, communication and new age ways of life completely different from her world and time.
Our conversations led us to a bag check to see what a young girl considered her personal products within her own personal space (her bag). We discovered a bag full of newspaper clippings. ‘How to get fit’, ‘How to succeed in an interview’, ‘How to put on makeup’ and many more such clippings filled up Deepa’s bag.
It turned out that being unable to get help from anyone else, Deepa turned to newspapers on ‘how to’ grow up in the modern world of today.
As Deepa’s story unfolded, we could see how this related to a broader Youth segment growing up in small towns in India.
An entire generation of ambitious Youth from small town India are embracing modern day life and lifestyles. However, they are unguided in this quest as parents are not familiar with the ways of the new world. Rather than being held behind the young generation has decided to ‘educate’ themselves in this.
Deepa’s story became the story of millions of other Youth in boom towns in India and has since inspired our clients to develop their products to fit the self help needs of this young and ambitious generation in boom towns.