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INDEX
INDEX, an acronym for Information through Disguised Experimentation is an annual market research fair conducted by the students of IIM-Lucknow. Students create games and various other simulated environments, to capture consumers’ subconscious thoughts. This innovative method of market research removes the sensitization effect that might bias peoples answers to questions. This ensures that the most truthful answers are captured to research questions. The games are designed in such a way that the observers can elicit all the required information just by observing and noting down the behaviour and the responses of the participants.
INDEX is primarily a fair conducted in Lucknow, Uttar Pradesh, which provides the people of the city an opportunity to experience the elements of a mela. Apart from the market research, the fair also attracts crowds through various innovative and interactive entertainment forums such as song and dance events, games, competitions and the many local vendors displaying their goods and services at the ground. The carnival atmosphere generates enthusiasm among the crowd, which leads to a more comprehensive research opportunity for the students to understand market insights in a live environment.
== History and inception ==
The first INDEX was organized in 1994, with students and professors of Indian Institute of Management, Lucknow coming up with a solution to the sensitization effect that affects normal market researches and surveys. Market Research is constantly riddled with issues like the sensitization effect of the survey on the audience making the results of the survey occasionally unreliable. Often, the results of the survey fail to reflect the buying behavior of the consumers. Students and professors of Indian Institute of Management, Lucknow came up with a solution to these issues in the year 1994. INDEX is a marketing event where the information sought through the questionnaires is disguised in the form of games, which the respondents play. The respondents think they are just participating in some elaborate skit, and they subconsciously reveal the true options they would have chosen under natural circumstances. The games are designed in such a way that the observers can elicit all the required information just by observing and noting down the behaviour and the responses of the participants. It began as an in-campus event involving staff and faculty families as respondents but since 2001 it has entered into Lucknow city where a fair is organized for the general public.
The concept behind this is called Disguised Experimentation. It is a method of obtaining information from the respondents, where both the respondent and the surveyor have immense take-away from the questioning: the respondent has fun and not a feeling of being interrogated, while the researcher gets data that can be classified as genuine.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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