Uses fairs to expose students to market realities
TAPMI (T A Pai Management Institute), a business school based in Manipal, has said its 18th edition of market research fair BrandScan, saw completion of over 200 projects of many corporates. BrandScan is a platform where the students of TAPMI are exposed to live projects from corporates in a ‘town mela’ like surrounding. The USP of BrandScan is it serves as a platform for both learning and entertainment with customised events focused on attracting people for conducting research. BrandScan is a fun-filled and camouflaged market research fair that uses simulation games to elicit unbiased and natural responses through the use of disguised games.
According to TAPMI, each team designs games to subtly collect required the data while the respondents engage in fun-filled activities. These disguised games are among the key components of BrandScan research. BrandScan 2010 saw a footfall of over 5,000 visitors from various demographics.
Said Saji Gopinath, director, TAPMI: “Brandscan is all about innovation. It challenges the student to translate the knowledge they gain in classrooms in the most innovative way to solve a practical problem on the field without the comfort of a classroom. It is said that learning is complete only when the learner can apply his knowledge involuntarily when faced with a situation. And Brandscan provides the right challenges to test the learning this way. The mere fact that leading brands in the country continue to endorse Brandscan even after 18 years of starting by providing challenging projects is the proof of this concept.”
“Professional guidance and consultations from research agencies like TNS, Market Insight among others has helped BrandScan develop a systematic three-phase research approach which includes pre, during and post-BrandScan study. This year research partnership for BrandScan was provided by The Nielsen Company,” he added.