For the last decade or so consumer research without transactions has become increasingly harder and companies
have been finding that data from surveys lacks in richness and in volume. MAXI Fair uses games and events
to extract information from potential customers so that businesses know exactly what the market needs.
The concept is so unique that other business schools and universities have adopted the model of using ‘gamified’
research for understanding how customers shop, what the purchase process looks like, and above all what they
expect from firms. The University of Rhode Island with Dr Sarin’s expertise conducted this fair in 1986 to
great success, and it is an idea that is only expected to grow with the onset of digital gaming. In fact,
MAXI Fair 2017 will be the first to employ digital games that will capture data from consumers using electronic
devices like phones and computers so as to create a model that is inexpensive, accurate and time-saving in
both data collection, and handling
This innovative concept finds numerous supporters and followers in the corporate world. Several multinational
corporate giants like Hindustan Unilever, P&G, Cadbury, Nestle, Coca Cola, Pepsi, Colgate Palmolive, ITC,
GSK, Tata Group, Reckitt Benckiser, Castrol, etc. have presented research problems to XLRI for study.
Concept Testing Comparative Evaluation New Product Preferences Product Attribute Mapping
Retail outlet effectiveness Point of purchase display