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CWP - Creating Consumer Insights

Sanjeev Tripathi (Indian Institute of Management, Ahmedabad.)
Arvind Sahay (Indian Institute of Management, Ahmedabad.)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 16 March 2015


Narayana, the head of Market Dynamic's (MD) Telecom vertical was working on the data analysis plan for the research on the telecom project that they had done for CWP. CWP was a well known consultant and had conducted a research with MD to generate consumer insights in the telecom space. These would help bring credibility for CWP and help in business development. CWP had requested for an early delivery and Narayana was planning to work on the analysis plan himself as his chief analyst was on leave. This case highlights the importance of an analysis plan in research. Specifically, it illustrate the role of different tools in data analysis and familiarizes participants with various tools and their applications. This case would be useful for students in Business Research and Market Research courses.



Prepared by Prof. Sanjeev Tripathi and Prof. Arvind Sahay, Indian Institute of Management, Ahmedabad.


Tripathi, S. and Sahay, A. (2015), "CWP - Creating Consumer Insights", Indian Institute of Management Ahmedabad.



Indian Institute of Management Ahmedabad

Copyright © 2015 by the Indian Institute of Management, Ahmedabad