ФИНАЛЬНЫЙ ПОДКАСТ 5

Spirits to Spirituality: Mining Consumer Insights | Abhijit Sah | Doing Good Ep. 5 In this episode of Doing Good, Paromita speaks with Abhijit Sa, a consumer insights and futures strategist with over two decades of experience across Amazon, Hotstar, Bacardi, Diageo, and United Spirits. From the future of market research in the age of AI to the importance of empathy and intuition, Abhijit explores what it truly takes to understand consumers beyond data and algorithms. The conversation also moves from the corporate world to spirituality, touching on mindfulness, Reiki, shamanism, career choices, conscious parenting, and evolving ideas of masculinity. Spirits to Spirituality: Mining Consumer Insights: explores the intersection of consumer psychology, human connection, and the search for meaning. Guest Bio: Abhijit Sah is a consumer insights and futures strategist with over 20 years of experience across retail, FMCG, e-commerce, and entertainment. An alumnus of MICA, he began his career with research organisations including Indica Research and TNS before working with Technopak, United Spirits, Bacardi, Amazon, Diageo, and Hotstar. His professional experience spans consumer research, shopper insights, innovation, and strategic planning. He currently consults with Pernod Ricard. Alongside his corporate career, Abhijit has explored Reiki, shamanic practices, NLP, and shadow work, bringing together his curiosity about human behaviour with a deeper interest in consciousness, intuition, and spirituality. Connect with Abhijit Sa: LinkedIn:   / abhijitsah   Host Bio: Dr. Paromita Goswami is a Professor of Marketing & Social Innovation and Associate Dean (Experiential Learning & Industry Connect) at Shiv Nadar IoE. Her work explores how marketing, consumer research, and storytelling can be used for social change across areas like gender justice, reproductive health, care, mental health, peacebuilding, sustainability, and religious harmony. Through Doing Good with Paromita, she speaks with people working at the intersection of business, society, people, and planet. Connect with Prof. Paromita Goswami: LinkedIn:   / paromita-goswami-1251719   Website / Research Profile: https://snu.edu.in/faculty/paromita-g... https://scholar.google.com/citations?... Other references The Johari Window Model: https://share.google/nr7R4MTXGj6dv1xht A Brief History of Time: https://share.google/GfqL94Hh2MSo77CmF In this episode, we discuss: • Why traditional market research is changing in the age of AI • Why consumer insights remain essential despite technological advances • The limitations of historical data and AI-driven predictions • The Johari Window and understanding the unknown • How consumer insights influence television and entertainment • Why audience research sometimes contradicts viewing data • The importance of empathy and observation in consumer research • What young professionals should prioritise in an AI-driven world • How intuition shapes personal and professional decisions • Mindfulness, Reiki, shamanism, and the exploration of consciousness • Parenting, trust, and raising children in the digital age • Rethinking masculinity, career success, and fatherhood • How alcohol consumption and consumer culture have evolved • The relationship between spirituality, self-awareness, and human behaviour Topics and References: • The Johari Window: A framework for understanding self-awareness and interpersonal perception • A Brief History of Time by Stephen Hawking • Consumer insights and audience behaviour in entertainment • Mindfulness, intuition, and shamanic practices • Consumer behaviour and experiential marketing in the alcoholic beverages industry Timestamps 00:00 Episode Highlights & Teaser 02:38 Introduction: Meet Abhijit Sa 06:03 Is Market Research Dead in the Age of AI? 12:55 Behind the Scenes at Hotstar: The Anupama Case Study 16:37 Why Understanding Consumers Requires Empathy 19:08 Career Advice: Following Your Passion 30:26 The Power of Intuition & Self-Awareness 31:46 Exploring Spirituality, Reiki & Shamanism 37:06 Parenting, Trust & Raising the Next Generation 41:27 Choosing Fatherhood Over Career Growth 43:55 Redefining Masculinity Through Shiva & Shakti 45:29 How Drinking Culture & Consumer Behaviour Are Changing 49:38 Marketing Alcohol Without Traditional Advertising 51:27 From Spirits to Spirituality 53:50 Closing Remarks Follow Doing Good: Instagram:   / doinggoodwithparomita   Facebook: https://www.facebook.com/profile.php?... Spotify: https://open.spotify.com/show/033Bbqy... Listen to the full episode and subscribe for more conversations on people, planet, technology, consumer behaviour, social innovation, and the human experience.