We are passionate about people and cultures and the myriad ways in which we all navigate our way through life. We bring to the table a deep and incisive understanding of people, their underlying impulses, motivations, incentives, and fears. What makes us different are the fundamental principles that are at the root of all our work.

Committed to sanctity of qualitative research, we abide by few principles

Connect and bond with different types of personalities by making them feel special by the way we interact with them and assure that they are being listened to

Empathy

We always keep an open mind and attempt to reduce any potential element of personal bias during each stage

Unbiasedness

In projects that address socially or culturally sensitive topics, we maintain total objectivity and avoid any personal influence on consumer

Objectivity

Not just sensitivity in terms of managing individuals and groups, but also in terms of being able to pick up on sub-texts, body language other than non-verbal nuances which can reveal a very different story from the one the actual response

Sensitivity

Committed to well-being of brands that come to us with business problems, we have an honest and accurate representations of consumer opinion, not necessarily what they want to hear

Honesty

To know the consumers more and natural gusto to speak to consumers is what is practiced

Enthusiasm

How We Do

Phenomenological Method

Describes how consumers experience a specific event or activity or phenomena. It focuses on the commonality of experience within a particular group. This method utilizes interviews and observation to gather information from subjects. In business, we this method to understand usage, attitude and behaviour of consumers

Ethnographic Method

Involves immersing in consumer’s culture for extended periods of time to observe the cultural challenges and motivations that drive a group. Analysis involves ’emic’ approach not ‘etic’, researcher attempts to interpret data from the perspective of the population under study. In business, it is pertinent for testing products personally or in beta groups before releasing them to the public.

Grounded Theory Method

Used primarily for development of new theory through the collection and analysis of data about a phenomenon. New theory begins its conception as the researcher recognizes new ideas and themes emerging from what people have said or from events which have been observed. In business, its used to explore and generate new ideas and theories via continuous process

Historical Method

Describes past events in order to understand present patterns and anticipate future choices. This method is used to answers questions based on hypothesis and then test the idea for any potential deviations. In business, its used for trend spotting, predicting new trends and providing directions for NPD

Narrative Method

Generally spread over extended periods of time and compiles information as it happens. Like a story narrative, it takes subjects at a starting point and reviews situations as obstacles or opportunities occur. Narrative method is used to define buyer personas, draw pen potraits, segment the market and identify innovations that appeal to them

Fallacies That We Break

FALLACY 1

Complex filters allow apt recruitment
At Blue Caterpillars, we focus more on detailed field briefing rather than creating complicated RQs and confusing field executives

FALLACY 2

Long Discussion Guide implies good research document
At Blue Caterpillars , we strongly believe in keeping the discussion guide focussed and concise

FALLACY 3

Good moderator adheres to flow of guide
At Blue Caterpillars, researchers and moderators do not mechanically follow a guide, they have the flexibility to alter flow of discussion depending on group dynamics

FALLACY 4

Number of slides indicate seriousness & robustness of presentation
At Blue Caterpillars, we believe in keeping the presentation or insights as crisp as well. It is a strategic output not data dumpyard