INSIGHT: the Marketing Fair - October end

Insight is an innovative platform for students to design and conduct their own qualitative and exploratory market research for companies. Since its inception in 1986, Insight has quickly gained a reputation as a full-fledged marketing convention – where companies and students come together in order to understand consumer behaviour.

The specialty of this event is that all market research experiments and simulations are designed by the students. This gives them a great opportunity to test their ideas in real world settings and apply theoretical concepts to practical situations.

Several leading firms offer projects to students that include concept testing, buyer behaviour, price elasticity and testing effectiveness of communication campaigns. Students develop their own plans to address the research problem, conduct research and give recommendations to the company. Carefully designed games are used to get in-depth response from the target audience and serve as a testing ground for generation and evaluation of new ideas, concepts and products.

Teams submit their reports to the companies on the basis of these findings. The ability of student groups to define and deliver key marketing objectives and the relevance and utility of research objectives are evaluated amidst fierce competition. Many of the ideas and findings of these reports have been used by companies to design their marketing strategies.

For more information on Insight, click here.