30Under30 Nominee: Basudhara Choudhuri

Great to hear from Significant Insights Global 30 under 30 nominee Basudhara Choudhuri who is a passionate qualitative researcher and storyteller. Across her studies in FMCG, ecommerce platforms, banking and payments, and travel, to name a few, she constantly searches for meaningful connections in data. Her goal is to craft compelling narratives that bring clarity and drive impactful action.

So, how did you get into the industry, and take us through how you got to this point?

During my undergrad program, I took an Advertising Strategy elective in the midst of my Applied Math major. In the course of that class, I had to learn to write a brief, research for the brief, and ultimately creatively design and present the output. I roamed through malls, interviewing people about the jeans they were wearing and buying. It was one of my most memorable courses. I didn’t realise it at the time – but it cemented an affinity for trying to go beyond observations and find insights.

After working with social media and digital marketing for a couple of years, I opted for a Master’s in Marketing and was taken with the Consumer Insights course. I was determined to find a job that would let me work in this field. Initially, it was difficult – I was in a foreign country and having trouble landing an insights role without past experience. However, as chance would have it, circumstances brought me back to India, and gave me a chance to start over.

I joined Purple Audacity in January 2023 and have had the chance to be part of a wide range of interesting studies since. I’m still thankful that I had two wonderful professors whose knowledge and enthusiasm in the subject nudged me to get into this industry as well.

Why should anyone consider a career in market research, data and insights?

A career in market research is a combination of analytical and creative thinking. You get to decode human behaviour – go beyond the surface and identify the patterns that drive why and how people make decisions. A career in this field teaches you to make sense of a mountain of data and identify the most compelling story that explains what people do. All of this then combines to lead to tangible changes – in strategy, in innovation, in creatives – that you can then see play out around you – which can be immensely satisfying!

Career paths are rarely without challenges. Can you share an honest moment from your career when things didn’t go quite according to plan, but the lessons remain with you to this day?

When I was applying for market research roles, I was struggling to land any due to lack of experience in the field. In those moments, I wrote my experience in digital marketing and social media off as insignificant and felt like I was effectively starting from scratch. However, when I ultimately started my current role, I realised that this was a limiting perspective. My previous experience had given me a foundation in understanding audiences, interpreting some digital behaviour, and communicating effectively – all skills that are transferable to market research. It has encouraged me to embrace all aspects of my background and personality while I work in research and taught me to view my peers the same way.

What two things should junior researchers focus on as they progress in their careers?

STORYTELLING: Data is complex. It may make sense to you since you are actively involved in your research. However, to ensure that the insights from the study are actionable and accessible to others, storytelling is an extremely important skill to have. What is the overall story? And, when you are telling the story – who is the person listening? A top executive and a brand manager would need the same story told differently.

CONNECTION: There are important connections in the course of a study – with the client and with the consumer. Curiosity and open communication drive you to ask the right questions and can elevate the findings of a study significantly. What is the consumer’s “REAL” problem? What are the limits of what the client can do through this study?

Do you have any advice for our sector?

I feel as a sector we need to resist the pressure to prioritize speed over depth. The world is more fast-paced, there are innumerable tech tools to aid in providing speed – and this means rapid results are valued. However, we risk losing out the finer details that make insights tick. Slowing down should be part of the research process so there is room for curiosity and questioning to lead to unexpected insights. There needs to be a balance between embracing new tools and technology to be efficient without losing sight of the nuance and depth that good quality research requires.

And do you have anyone who has helped your career so far that you’d like to acknowledge and say thanks or give a shout out to?

There are so many direct and indirect influences that have supported this journey!

Right off the bat, I am immensely grateful to Sharmila Das, Mukul Gautam, and Nandita Singh for taking a chance on me, believing in me, and constantly nurturing me – as a researcher and as a leader. I would also like to acknowledge Devraj Bharati, who guided me into my present role when I was still trying to break into the industry.

I would also like to acknowledge my Advertising Strategy professor from FLAME University, Pune – Professor Sajith Narayanan, and Consumer Insights professor at Schulich School of Business, Toronto – Professor Margaret Hastings. I still refer to their coursework / learning from their classes from time to time, and it always comes through in unexpected ways.

And finally, I am thankful for my parents, sister, and partner. They have given wings to every wish to explore new opportunities and support through every moment of self-doubt. I could not have come this far without their unwavering support.