Attempting to isolate the muddying influences of 'who-I-want-to-be-seen-as' from 'who-I-am' and respondents' general eagerness to please with socially acceptable responses is the hardest challenge for anyone who hopes to do or inform insight-driven marketing. This difference between who users <em>claim</em> they are and who they <em>actually</em> are is what I call 'the Big Delta'.
Marketing head at Woo, India’s largest dating and matchmaking app
Gauri Juneja heads consumer marketing for Woo, India’s largest matchmaking and dating app. She has spent the better part of her career in technology startups, spanning e-commerce and mobile tech. She spent the earlier part of her career in marketing assignments with Tata Teleservices and Diageo India. She is a keen observer of consumer behaviour and is a frequent contributor on the subject.
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