INDEX, an acronym for Information through Disguised Experimentation is
an annual market research fair conducted by the students of
IIM-Lucknow. Students create games and various other simulated
environments, to capture consumers’ subconscious thoughts. This
innovative method of market research removes the sensitization effect
that might bias peoples answers to questions. This ensures that the
most truthful answers are captured to research questions. The games
are designed in such a way that the observers can elicit all the
required information just by observing and noting down the behaviour
and the responses of the participants.
INDEX is primarily a fair conducted in Lucknow, Uttar Pradesh, which
provides the people of the city an opportunity to experience the
elements of a mela. Apart from the market research, the fair also
attracts crowds through various innovative and interactive
entertainment forums such as song and dance events, games,
competitions and the many local vendors displaying their goods and
services at the ground. The carnival atmosphere generates enthusiasm
among the crowd, which leads to a more comprehensive research
opportunity for the students to understand market insights in a live
1 History and inception
4 Associates and sponsors
6 External links
History and inception
INDEX was organized in 1994, with students and professors of
Indian Institute of Management,
Lucknow coming up with a solution to
the sensitization effect that affects normal market researches and
surveys. Market Research is constantly riddled with issues like the
sensitization effect of the survey on the audience making the results
of the survey occasionally unreliable. Often, the results of the
survey fail to reflect the buying behavior of the consumers. Students
and professors of Indian Institute of Management,
Lucknow came up with
a solution to these issues in the year 1994.
INDEX is a marketing
event where the information sought through the questionnaires is
disguised in the form of games, which the respondents play. The
respondents think they are just participating in some elaborate skit,
and they subconsciously reveal the true options they would have chosen
under natural circumstances. The games are designed in such a way that
the observers can elicit all the required information just by
observing and noting down the behaviour and the responses of the
participants. It began as an in-campus event involving staff and
faculty families as respondents but since 2001 it has entered into
Lucknow city where a fair is organized for the general public.
The concept behind this is called Disguised Experimentation. It is a
method of obtaining information from the respondents, where both the
respondent and the surveyor have immense take-away from the
questioning: the respondent has fun and not a feeling of being
interrogated, while the researcher gets data that can be classified as
INDEX is aimed at providing a platform for market research,
it is more than a marketing event. It has provided an opportunity for
Lucknow residents to come forward and showcase their talents in
various fields. Its popularity has attracted a large footfall which
has been consistently increasing annually. The fair is designed to
provide avenues of interest for all visitors to the fair. Events that
have been conducted over the past years include book fairs and science
exhibitions by students from the various schools in Lucknow. For the
youth of the city, competitions such as “Fashion Parade” and
“Choreo Nite”, with an opportunity for ramp walkers to win the
title of Mr. and Miss. Index, have been organized over the years.
Other events which are open for the public included numerous "Ek
Minute" games, kids' dance competitions, "Bollywood quizzes" and
"Salsa Performances". Food festivals offering different cuisine at the
fair, in association with various outlets, are set up at
at the participants, students and families who visit. The fair also
provides gala entertainment offerings with Star Nite performances by
artists in the evening of the two days. Entertainers who have visited
INDEX include Pt. Hari Prasad Chaurasia, Sufi singers
"Mehfil-e-Sufiyana", and other artistes from Lucknow.
Throughout its years of activities
INDEX has played host to a variety
of social initiatives. IIM Lucknow, through
INDEX has associated with
NGOs such as Mahila Samkhya, and Prithvi Innovations which organised a
puppet show during the fair. Various social awareness programs have
also been addressed through its publicity mediums. Public issues which
have been handled at the fair and its social initiative activities
include Road Safety events and HIV awareness drives in association
with UPSACS (
Uttar Pradesh State AIDS Control Society). Colleges
Lucknow participate in the street play competition
"Jaagran", organised at locations in the City to promote social
Associates and sponsors
INDEX is a part of the unique market research initiative which is
based on the concept of "Disguised Market Research" - which seeks to
gain insights into the consumer's perspectives/needs through
intelligently designed games to overcome the 'Sensitization Effect'.
As a result, IIML's clients spread across the FMCG, Banking, Services
and IT sectors and many Industry heavy weights in various sectors .
Prominent market leaders which have associated with the fair and the
college include Pepsi, Nokia, Cadbury, Aditya Birla Group, Viacom18,
HT Media, Star India, Mahindra Group, Reckitt Benkiser, HUL, ITC,
Johnson&Johnson, P&G and TATA Group.
INDEX has also partnered
with various NGOs and associations such as UPSACS for their various
^ Hindustan Times (November 24, 2006). "Here goes the IIM-L
^ Mathrubhumi Education (November 25, 2008). "
IIM Lucknow to hold
^ Cool Avenues (November 24, 2006). "INDEX- 2004 Annual Marketing
^ Times of India (November 16, 2010). "IIM-L launches
INDEX 2010". The
Times Of India.
^ Times of India (November 24, 2006). "IIM high on popularity INDEX".
The Times Of India.
^ Times of India (November 23, 2010). "
INDEX 2010 launches in
Lucknow". The Times Of India.
^ UPSACS. "UPSACS
INDEX report 2010" (PDF).
INDEX IIM Lucknow
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Lists of People
IIM Ahmedabad alumni
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