Category: <span>Consumer Behaviour</span>
Which Jio Archetype Are You? India’s Four Data Selves, Decoded
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not fixed types. They are roles the same user switches between…
Jio Story: How One Connection Made Pop Culture a Group Ritual
Why a single Jio connection became the campfire for cricket nights, finale binge-watching and wedding reels—and what that teaches marketers.
Jio Story: Mummy’s Dal Question Explains AI Everywhere
A familiar kitchen question shows why 5G, cloud and AI Everywhere for Everyone feel like a habit, not an infrastructure project.
How the Khata Book Became a Quiet Cloud Habit
As kirana shops trade paper ledgers for digital records, the counter changes: trust becomes searchable, memory becomes shared, and the customer relationship…
CNN bets on the 1% of super users behind 81% of revenue
CNN is taking All Access to the U.K. and Canada, betting on a tiny group of super users that can drive up…
Jio Story: The Daily Habit Loop Behind Ordinary Data
A chai-stall UPI tap, a study group video call and a family road-trip map show how data became an invisible daily habit.…
Jio Story: Five Small Identities on an Always-On Connection
The saver, binger, kirana owner, creator and Dadi show how data stopped being measured and started shaping who people believe they are.
Fewer choices can lift purchase rates 10x
Why the jam study's 10x conversion gap shows consumers are predictably irrational, and how to design choice architecture that works with System…
Then vs Now: The Cyber Cafe Closed, the Pocket Opened
The everyday psychology of India's data shift: from rationed megabytes and cyber cafe queues to an always-on phone habit.
Why 80% of Éntisi’s festive business is gifting
India's festive basket is moving from mithai boxes to gourmet hampers. Éntisi says gifting drives 80% of festive business; here's why.
Retail media’s festive ad spend set to reach ₹11,500 crore
Festive commerce and retail media spending is projected to grow 27% to ₹11,500 crore as brands chase shoppers closer to the buy…
Merino’s 250+ studios reframe the laminate sample problem
Merino's campaign compares tiny laminate samples to buying a saree or necklace unseen, and uses 250+ Studio Merino outlets to show designs…