Management Development Institute, Gurgaon conducted its Annual Disguised Marketing Research event, ILLUMINA, during the festive season of Diwali on 10th October, 2009. On display were 5 Marketing Research proposals, over 50 stalls and a footfall exceeding 10,000 making Illumina ’09 a resounding success.

Over the last 11 years, Illumina has been successfully organising this event with associations ranging from the FMCG companies to the Banks to the ubiquitous telecom brands. This time around, the event saw partnerships with Amul, Marico Saffola Gold, Punjab National Bank and Future brands. Illumina ’09 also contributed towards social benefits through a street play promoting responsible drinking while some stalls were provided free of cost to the NGOs operating in the region.

The event started at 2pm on Saturday with students from over 60 different schools visiting the MDI campus for the Diwali fair. The main research itself was carried out by different student teams from the college under the disguise of popular television serials including Big Boss with its own version named ‘Big Boss 2.5’ and IPL with ‘Dhoni Fail Kyon Hua’.

To conduct a research effectively, it is required that the respondent be unaware of the purpose of the research, so as to get a response as unbiased as possible. The onerous task of collecting data about the customer’s identity, needs, preferences and perceptions was possible only due to the presence of a large number of people from various socio-economic backgrounds from in and around NCR coming to attend a Diwali Mela. Illumina 2009 ensured that partner firms were able to plan, execute and analyse the high quality market research conducted while people celebrated the auspicious festival within the MDI campus.

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