INDEX - The Disguised Marketing Fair

INDEX means many things to many people. It might mean alphabetical listing of topics in a book for easy reference. For some it means an  indication of how good or bad the market is moving.. But for the last 16 years to anyone associated with IIM Lucknow - Professors, Corporate houses, Students, INDEX has been just one thing and one thing only.. Disguised Market Research. 

INDEX stands for INformation through Disguised EXperimentation and involves collecting data using a novel game based approach. Virtually every FMCG brand, BFSI player, Media Giants have been associated with this student run non-profit organization within IIM Lucknow called INDEX. 

Process of INDEX is same as an AC Nielsen or an IMRB in terms of the activities and quality of Market Research is concerned. The difference that INDEX beings to the table is the way data is collected for the research. INDEX converts the questionnaire into a game and collects data through action based games played by the subject. This process proves superior on two counts. One - It puts the subject into a fun environment making him more willing to share his thoughts. Two - It removes the sensitization effect that occurs in a normal question-answer survey model. 
(INDEX's coverage on the news bond - Watch Now!)

Based on this novel approach and competitive advantage, INDEX has been delivering exceptional value to their clients for the past 16 years. Their portfolio contains a mix of study, research and live brand projects. Currently INDEX is diversifying into Rural Market Research and eINDEX. eINDEX is INDEX's bid to take this concept national and on the all pervasive internet. 

IIM Lucknow has been championed as the marketing campus among the IIMs and it is only fitting that INDEX has been pioneered here and has been the flagship event of the 3rd Ranked B School in the country. 

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