When research added to the fun at carnival
While stalls, food carts and student activities and competitions took the centre stage at the third edition of LIBAzaar — Ithu Namma Chennai Thiruvizha — on the Loyola Institution of Business Administration (LIBA) campus on Sunday, it was more than just a carnival for the students involved. The event also served as a platform for conducting disguised market research in association with various corporates and conglomerates. “To disguise the research completely, we pitch it in the form of a carnival and a few of the stalls here have been set up for research purposes. This is a platform for pilot testing of products and test marketing for the companies we’ve associated with and the students take up the research,” said R.Vimal, president of the Mark-it Marketing club of the college, which is hosting the event.
LIBA’s plan for marketing
The marketing club of Loyola Institute of Business Administration held the third edition of its annual disguised market research event — Libazaar, in the Loyola campus on Sunday. Strategically placed between the various food stalls, members of the marketing club conducted surveys in the guise of games. “Turning a survey into a game is more engaging and fetches more accurate results since the subject is less inclined to lie,” said Vimal Raja, the president of the marketing club. This year, in addition to the usual pro-music showdown, the marketing club roped in the team of a widely-popular YouTube channel, Eruma Saani, to further lure the demographic. “We do our research to pull in the crowd. Then they help us by playing ‘our games’, while they sip their mojitos and enjoy the good vibes here,” said Shwetha Priya, a member of the marketing club.