Case Study

Ferrara and MotivBase: Case Study Presented at Quirks Virtual Event

By:

EVP & Group Director, Anthropology

Presenters: Ujwal Arkalgud, EVP & Group Director at Lux Research, and Maia Chang, Manager, Consumer Insights at Ferrara

What do you do when a cultural event has no historical context or data to guide you in predicting consumer interests and behavior?

In this case study co-presented by Ferrara and MotivBase, Maia and Ujwal discuss how they were able to leverage MotivBase Trends to decode the shifts in what Halloween means to consumers in a pandemic hit 2020, so Ferrara could make the right bets at the right time.

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Case Study

Ferrara and MotivBase: Case Study Presented at Quirks Virtual Event

By:

EVP & Group Director, Anthropology

Watch the Case Study

Presenter: Ujwal Arkalgud, EVP & Group Director at Lux Research

Ujwal is an award-winning cultural anthropologist and a pioneer in digital ethnography and the study of implicit and symbolic meaning using the internet. In 2015, he co-founded MotivBase, which is the world’s first predictive anthropology research technology that enables the study of meaning and consumer beliefs with big data. He speaks passionately and keynotes on the value of anthropology to corporate innovation across major conferences around the globe and has written two books on the topic. His most recent book, Microcultures: Understanding the Consumer Forces That Will Shape the Future of Your Business, was published in 2020.

Since the acquisition of MotivBase by Lux Research in April 2022, Ujwal serves as the Executive Vice President and Group Director for the Anthropology and Consumer Insights portion of Lux Research’s business.

About Lux Research

Lux Research is a leading provider of tech-enabled research and advisory solutions, helping clients drive growth through technology innovation. A pioneer in the research industry, Lux uniquely combines technical expertise and business insights with a proprietary intelligence platform, using advanced analytics and data science to surface true leading indicators. With quality data derived from primary research, fact-based analysis, and opinions that challenge traditional thinking, Lux clients are empowered to make more informed decisions today to ensure future success.

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