St. Joseph’s Institute of Management hosted Mr. Stephen Baptist for an engaging guest lecture on 19th August 2025, organized by Prof. Abraham. The session focused on the vital role of qualitative research in uncovering consumer motivations, emotions, and decision-making patterns—helping businesses understand the “why” behind consumer behaviour.

Through real-life stories, Mr. Baptist illustrated how cultural contexts and personal emotions influence decisions, such as the case of Shaji, who chose a brightly coloured home to express his return from the Gulf. The lecture emphasized applications of qualitative research in brand innovation, creative development, customer experience, and ethnography, supported by examples like Vego’s failed positioning strategy. Modern tools like Voxpopme were highlighted for capturing real-time consumer feedback through short videos, showcasing the evolution from traditional face-to-face methods to digital approaches.

Students also learned about the stages of a qualitative research project—from recruitment of participants to coding responses and deriving insights.
The session concluded by highlighting that qualitative research is not just about data collection but about understanding human stories and cultural influences, enabling brands such as WPP Media, Asian Paints, and Tata Beverages to innovate, create compelling narratives, and enhance customer experiences.

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