We uncover insights with integrity through our exclusive research partner – Primeiro.
Our consultants live and work across global markets and have a first-hand experience of socio-cultural trends. We use curiosity, keen intuition and storytelling to generate insights and identify real opportunities for our partners. We seamlessly transition to virtual, remote and AI-based solutions through our technology partners.
We’re not your traditional research firm – we’re cultural listeners, experience designers, and insight alchemists. At the intersection of empathy and innovation, we help brands see people, not just consumers!
Primeiro was set up with the intention of creating a qualitative research agency with a different way of working – with clients open to working differently too!
Keeping in line with modern research, we focus more on observed in-the-moment stories than on self-reporting and more on emotional responses than on recalled information.
We use curiosity, keen intuition and sense-making to apply insights to business decisions. Now more than ever we realize the need to be ready to adapt and rapidly respond to the ever-changing environment.
Based in India, our territory is the South Asian and the South East Asian region. Our consultants have been living and working in the region for several years, observing first hand, the changes that have occurred in these societies – combining specific country knowledge with a regional perspective.
We work closely with a network of trusted collaborators – ranging from brand consultants, innovation experts, semiotics specialists, ethnographers, creative consumers etc. – to leave you with much more than mere data and findings.
What We Do (and do differently):
Live Human Tapestry – From digital diaries to in-the-moment video ethnography, we capture life as it’s lived—not just how it’s remembered.
Insight, Amplified – We blend sharp minds with smart machines. AI helps us sift through the noise, but meaning always comes from the human touch.
Global & Cross-Culture Decoded – From urban Gen Z to rural emerging markets, we provide culturally sensitive insight that’s both locally relevant and globally scalable. We tap into subcultures, generational shifts, and global nuances to help you speak fluent relevance.
Co-Creation, Reimagined – We bring audiences into the heart of the creative process—building, breaking, and iterating with them in real-time
AI-Powered Insight Synthesis – We use intelligent tools to accelerate analysis and uncover patterns—without losing the nuance that makes qualitative research powerful.
Storytelling with Soul – Our reports don’t sit on shelves. They breathe. Through immersive narratives and visual storytelling, we move rooms, not just metrics.
Let’s turn real stories into bold strategies.
As experienced, experimentative partners to the most talented innovators across global markets, we have been catalysts that trigger disruptive growth ideas for their businesses. Our 15th year is about acknowledging the thousands of minds we have inspired with new stimuli. It is about celebrating our incomparable in-house stars and our network of amazing and talented associates. It is about building on the opportunity areas we have unlocked through our tried & tested insighting process. It is about sharing our fluid, explorative yet conscious design thinking way of working with the very best clients and associates as well as inviting in the fresh new generation. It is about keeping up the innovation energy because… Anvéshan is all about Inspiration, Inquiry, Innovation. The Anvéshan Butterfly continues to be your catalyst for disruptive growth!
Preeti is a seasoned consumer insight specialist with nearly 20 years of experience across global and local markets. She began her research journey in Melbourne with Colmar Brunton and has since worked with firms like IMRB, Kantar, Nielsen, and Market Probe in India. As founder of her boutique insights firm, Primeiro, and a key associate at Anvéshan, Preeti brings strategic thinking and sharp consumer understanding to every phase of innovation. Her approach blends tried-and-true research methods with agile, modern techniques. Known for her clarity, energy and humour, Preeti is a trusted partner to leading CPG brands. Outside work, she’s a passionate traveller, animal welfare volunteer, devoted dog mom and yoga enthusiast.
Raji is a seasoned Innovator and Brand Strategy expert with over 30 years of experience across global markets. She has worked on the client side with brands like P&G, Kellogg’s, Unilever, and Schwarzkopf & Henkel, driving innovation and brand growth across India and Asia. At ?What If! Innovation in London, she tackled innovation challenges for global giants such as BP, Citibank, and Unilever. Today, she channels her passion for the new and the unconventional through Anvéshan, her innovation consulting practice that brings together a global network to spark and shape powerful ideas. She has led 75+ innovation and brand-building projects for clients including Hershey, Colgate, Nestlé, Kraft Heinz, PepsiCo, J&J, Samsung and more—across markets like India, the US, UK, Mexico, China, Indonesia and Thailand.
