#maction

The first and most important thing to note from the bowl season was MAC teams went winless. By law this should require a one year respite from #MACtion until the league can sort itself out. Western Michigan kinda sorta hung around with Wisconsin even though there was never really any fear that they’d actually win the game. This Tweet was everything:

Nine months after India's biggest indirect tax reform, most brands are still working off the assumption that a rate cut meant a price cut meant a behaviour change.

That's three assumptions. None of them are guaranteed.

A rate cut only reaches consumers if it passes through to MRP revisions.

Pass-through isn't uniform. Organised retail categories reprice faster. Fragmented categories with thin margins often see the cut absorbed into distributor margin instead of the sticker price.

And even when prices do drop — a rate cut that isn't perceived doesn't change purchase behaviour. No matter what the MRP tag says.

The question worth asking right now:

Do your consumers know prices changed? Do they credit it to GST — or just to "things got cheaper"? Did the insurance exemption actually drive uptake or just improve insurer margins?

Nine months is the right moment to find out. Pass-through has settled. Festive season hasn't arrived to complicate the read yet.

Once October comes, separating GST-driven price perception from promotional noise becomes significantly harder.

→ Full analysis: https://maction.com/gst-2-consumer-behaviour-india/

They're written for fintech apps and e-commerce platforms — businesses where personal data is a byproduct of a transaction.

In market research, personal data isn't a byproduct. It's the entire product.

Three things research firms and brands need to fix before November 2026:

→ Consent needs to be auditable — not just ticked once and forgotten → Verbal data-sharing arrangements between agencies and brands are now a liability — formal contracts required → Long-running panels need a re-consent review — data collected for one study can't be repurposed indefinitely

And one thing brands don't realise:

Under the DPDP Act, the brand commissioning the research is the Data Fiduciary — not the agency running it. DPDP accountability doesn't stop at your research partner's door.

November 13, 2026 is the Consent Manager deadline. That's the one to build toward.

→ maction.com/dpdp-act-2026-market-research-india

Choosing the right research method can make the difference between assumptions and informed business decisions.

Qualitative Research helps you understand the why behind customer behavior through interviews, focus groups, and observations.

Quantitative Research provides measurable insights using surveys and statistical analysis to answer questions like how many, how often, and what percentage.

The most successful organizations often combine both approaches to gain deeper consumer insights, validate ideas, and make confident strategic decisions.

Read our latest blog to learn: ✔️ The key differences between qualitative and quantitative research ✔️ When to use each method ✔️ How combining both improves business outcomes

That's not a criticism. It's just how most research agencies work.

They pitch with their best people. They deliver with their most available people.

And the decisions that actually determine research quality — how the questionnaire gets refined, how bad fieldwork data gets handled, how cross-tabs become actual insight — those happen in the middle of a project. Not at the pitch. Not at the presentation.

So before you hire any market research agency in India, ask four things:

→ Who is the project lead — and can I see their CV? → How many active projects are they running right now? → What's your response turnaround during fieldwork? → Will the analyst and the presenter be the same person?

The firms that answer these without hesitation are the ones worth hiring.

Full buyer's guide → maction.com/how-to-choose-market-research-company-india

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