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Jugaad (frugal innovation): The Secrets of doing more with less in positioning research; WARC, 2015

The consumer market research industry is in the midst of great change with the clients feeling that research agencies are not ‘business fast’. In a world where there’s no precedent or a past model to look to for solutions, we use the philosophy of ‘Jugaad’ (creatively doing more with less) to market research.

The article outlines how researchers can solve the problem of finding strong positioning platforms by harnessing the power of short-cuts that save time and money.