By Ranjan Srivastava , Chief of Bureau, Prabhat Khabar
Understanding the urban Indian mind just became smarter, simpler and cost-effective. Sanjay Tiwari of Juxt Consult, which conducts large-scale surveys in Indian cities, found that results of offline or land-based surveys are nearly the same as of online surveys. Sanjay, who has had a long stint in marketing and conducting offline research, felt a couple of years back that since Internet users are largely city-based, the characteristics of online and offline samples should not vary much. Here’s what he did to dispel doubts.