Research
Studies we've run,
so you can see what "beyond
demographics" looks like.
Every study below was collected, segmented, and summarised with MindLink. Open any to see the live dashboard — segments, findings, and exports.
Published studies
Skin, Identity & Culture
Two continents. Eight countries. The same five questions — and radically different answers about what skin really means.
Who Pays for Music, and Why?
A psychographic study of the motivational divide between Indian consumers who pay for digital music, and those who don't — across 2,276 verified respondents.
How India Invests
2,322 Indian investors. Eight personalities. One uncomfortable truth — the gap between access and action isn't about awareness, it's about confidence architecture.
Insurance: Hurdles, Triggers and Beliefs in India
Indian insurance prospects across eight psychographic archetypes show when insurance is considered, why people buy it, and what drives their choice. The barrier to purchase isn't price — 54% were first moved by a health scare, not a life milestone.
How India Drives
1,013 Indian buyers. Eight archetypes. The gap between what India says it wants in a vehicle — and what actually gets it into a showroom.
Maggi Owns the Noodle. Korean Owns the Moment.
2,004 Indian noodle buyers across 32 states. Maggi defends 44% on memory, Korean takes 16% on social signal — and a third of Korean buyers are 45+.
GenSxty: Understanding the Modern Senior Consumer
India's 60+ market profiled across psychographic archetypes — how senior consumers think, spend, and decide. Five personas uncovering what drives brand trust, health decisions, and daily spending in India's fastest-growing consumer segment.
India's Online Shopper: Decoded by Psychographics
2,193 Indian online shoppers across 8 archetypes — what drives purchase decisions, category choices, and loyalty beyond age and demographics.
In Skincare, People Wait Until It Is Severe
221 consumers across Myanmar, Cambodia, Hong Kong, India, Nigeria, Kenya, Uganda and Tanzania — on acne, delay, and the trigger that makes them act.
India's Investment Mindset: Decoded by Psychographics
2,875 Indian investors profiled across 8 psychographic archetypes — how age, trust, and mindset drive financial decisions, from first-time investors to seasoned buyers.
Price Stops One in Six Buyers, and Communication Stops the Rest
396 Indian consumers psychographically profiled across four life insurance behaviours — why doubt, not cost, stops most purchases, and which segment is invisible to every demographic filter.
Makeup Buyers Decide Late, and They Decide on Proof
1,582 makeup buyers across 262 cities and 32 states — on where they buy, how they discover new products, what makes them switch, and what earns their loyalty.
In Indian Wellness, Emotion Sells Where Evidence Does Not
1,218 Indian consumers psychographically profiled across five wellness behaviours — what they believe, what they will actually pay for, and whose word they take.
India Judges OTT Content on Ideas and Writing. Star Power Comes Last.
3,121 OTT viewers profiled across 20 states, read alongside a companion MindLink music study of 2,276 — on platform choice, content quality, and what actually drives subscriptions.
Health Wins in India's Instant Noodle Category
1,006 Indians profiled across 8 mindset groups — price is the weakest lever in the category, health is the strongest, and what the packet means shifts by age, region, and gender.
Indian Parents Buy Against Fear, and Natural Says Safe Faster Than Clinical
498 Indian parents psychographically profiled across nine parenting and purchase behaviours — what builds confidence, what they fear, and where metro and non-metro pull apart.
Learning Is the Top Reason Indians Open Reels
1,001 social media users across 34 states and 172 cities — on what they are looking for, how they pay attention, and what makes them believe a claim.
India's Travel Consumer: Decoded by Psychographics
1,006 Indian travellers across 30 states — archetype predicts what they choose and how they book; region predicts only how they discover.
Shoppers Have Not Committed to This Category, and Speed Is Not What Would Change That
1,855 shoppers across 291 cities and 33 states — on when they reach for a quick-delivery grocery app, what makes them leave, and what the category actually means to them.
Indian Automotive Consumer: Purchase Motivation & Conversion Pathways
1,013 Indian vehicle buyers across 34 states — how buyers prioritise reliability, mileage, comfort and design, and what actually books a test drive.
India Is Giving Money Its Full Attention. The Category Is Still Written for a Reader in a Hurry.
2,061 respondents across 317 cities — on how long Indians give financial services, who they trust with their money, and what format actually earns their attention.