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Adgully Exclusive | Maa, Jugad and Udhaar: UTV Bindaas' Jigsaw study

UTV Bindass with Synovate has launched a mass qualitative study on youth called 'Jigsaw". The Youth Study has won the best qualitative paper of the year ' 2011 at the 2nd MRSI (Market Research Society of India) seminar. The research threw up some interesting insights about the youth that clearly reflect their, attitudes, values and preferences.

The objective of the research was:

- To know the truth and nothing but the truth

Though the study found out that today's youth is brand-conscious, it also highlighted that they are extremely good at trade-offs and are cost-effective too. "The youth is playing a major influencer to the buying decision and not only in specific product categories but each every product category which is wake up call for marketers. We are looking at collaborating wit brand partners to take the study's observation further," Dixit says. | By Prabha Hegde [prabha(at)adgully.com]

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