WHO WE ARE
Our Story
Dragonfly’s story began in August 2008 when two young researchers driven by their deep passion for qualitative research decided to open their own boutique firm that would help Clients with not just consumer understanding but also arrive at strategic business solutions. Madhulika Katiyar & Gaurav Shah set sail on this journey together. With a diverse set of clients, Dragonfly has established itself as a leading qualitative research agency which is driven towards providing actionable insights as well as future gazing which help with strategic inputs
Madhulika, a visionary leader, continues to steer Dragonfly Market Research today, while Gaurav remains an invaluable advisor, pursuing his other passions. Together, they laid the foundation for a company that is driven by excellence and fueled by innovation.
Since those early days, Dragonfly has witnessed tremendous growth, expanding its team with a continuous influx of exceptionally talented researchers. Each addition to the Dragonfly family brings their unique set of skills and expertise, enhancing the company’s ability to uncover profound insights and deliver remarkable solutions to clients.
Our Vision
To be the go to partners for Clients to help with BAU as well as further development, innovation and growth. To uphold the highest standards in the discipline of insighting…from providing rich cultural context all the way to actionable insights which help clients meet their business goals
Hence, its about partnership and complete involvement towards ensuring we not only meet the Client’s goal but also go beyond.
WHY DRAGONFLY
New Age Approach
The adoption of technology has significantly impacted both consumer behavior and business models. In addition, there are now innovative technologies that can assist in conducting research. However, traditional research approaches are no longer sufficient to meet the demands of the modern age. Dragonfly recognized this paradigm shift early on and has taken a proactive stance in addressing challenges and capitalizing on emerging opportunities.
Cultural Context
We specialize in the field of cultural understanding, utilizing our expertise to delve into the complexities of the human psyche and its driving forces within a contextual framework. Our team combines a diverse range of disciplines, including psychology, sociology, anthropology, behavioral economics, advertising, marketing and semiotics. This multidisciplinary approach allows us to enrich our work with deep cultural insights and significance
Boutique Advantage
Our partners’ deep involvement and unwavering dedication to projects guarantee that we consistently surpass client expectations by delivering exceptional value. From comprehending the business challenge to designing the study, analyzing data, and deriving actionable insights, our clients benefit from our extensive and diverse expertise. This approach enables us to deviate from the prevailing trend of hasty solutions while maintaining agility in our processes.
THE DRAGONFLY SPIRIT
Dragonfly has symbolic meaning across Air, Water & Land; and in each, its vibrant aura exudes potency in everything it does. This unique synthesis of symbolic elements (air, water & land) is at the core of the Dragonfly Spirit & Qualitative Research.
AIR
Dragonfly represents creative flight of imagination. The way it darts, swoops & intuitively manoeuvres as it monitors its environment is symbolic of agility, wit, presence of mind & the ability to think on one’s feet. Likewise insighting is a creative process.
WATER
Dragonfly is known to lay its eggs near water bodies, especially fresh water. It is symbolic of energy, dynamism, fertility & the harbinger of positivity in life. This philosophy is at the core of what we do with every assignment as we run a project from Conception to end
LAND
Dragonfly is symbolic of inner calm & balance. It remains Centred and at ease when not in motion. Insighting needs this meditative touch
LEADERSHIP
Madhulika Katiyar
MANAGING PARTNER
Madhulika Katiyar is a seasoned research professional and the founding partner of Dragonfly, which she founded in 2008 with a simple & clear vision of being the consumer insights partner clients would trust for their qualitative research needs. Over last 12 years she’s partnered with many top clients across BFSI, media, automotive, FMCG, retail and many more categories, and has delivered insightful work that has helped brands charter their course. In her career, she has varied experience both within India & internationally.
When she has time on her hands, you will find her in the gym (now possibly cultfit app!), reading (she is particularly fond of fiction), playing with her white furball (who is a guaranteed de-stressor), enjoying a beer, or a gin n tonic..and a single malt when it’s strictly business! .
She is an alumni of Miranda House, Delhi University.
MEET THE TEAM
SAACHI ASTHANA
About Saachi
While working on her Master’s degree in Social & Cultural Psychology at LSE, London decided on taking up a career in the field of Market Research. Having lived in and travelled across several cities in and outside India, Saachi’s understanding of people and ability to take on challenges is a valuable asset in the field of research. She started her career with Dragonfly in 2016 and in over 6 years of rich and varied experience in the field, she has worked on a multitude of top brands across a wide array of industries including telecom, media, financial services and FMCG. She approaches her work with the aim of meeting client needs, delivering on expectations and also providing unique insights. In her time off from work, Saachi enjoys travelling, dancing and binging on Bollywood movies!
APRAJITA KALYANI
About Aprajita
Having selected her specialization basis elimination approach, whether it was choosing Commerce in junior college or graduating in Media Studies from Symbiosis; she finally found her subject of interest during an internship in consumer research.. She completed her PGDM in Marketing from NMIMS Bangalore and eventually landed up at Dragonfly in October 2017. Life since then has been about understanding various aspects from the consumers’ POV and the dynamics that come with it keeps her interested. Also, assign her a project with fieldwork travel and give her a DSLR and you will see the best results (in pictures and in analysis). Oh and she sings too! 🙂
PARINAZ KAKHANDKI
About Parinaz
Has a Post Graduate Diploma in Advertising and Marketing with a bachelor’s degree in Psychology. This grounding has equipped her to approach qualitative research from a holistic lens and translate consumer understanding to meet the client’s business objectives. During her 10 years of research experience Parinaz has worked across renowned market research agencies such as IMRB International and Third Eye Qualitative Researchers. Clients managed include Walt Disney Channel, Cadbury’s, Viacom 18, Godrej, Coca-Cola, Kellogg’s, Levi’s to name a few. She has worked extensively on youth, media, personal care and lifestyle studies. The most fulfilling and enjoyable part she looks forward to in any project is having an engaging conversation with the consumers. When not working, she is either trekking, or watching TV with hot piping cup of masala chai.
RAMONA D’MELLO
About Ramona
Ramona started off her career in qualitative research with Dragonfly after 11 years in the field of Digital and Social Media marketing. Her interest in research is fuelled by a passion and curiosity for learning about consumer behaviour to arrive at insightful solutions for clients. She marries her rich and varied experience in digital marketing working across verticals with her learnings from qualitative research working with clients across BFSI, FMCG, home decor, GEC and much more.
When not working, she enjoys food – both cooking and eating, singing, and playing the ukelele, reading fiction and watching and talking about TV shows and movies.
MANISH PATIL
About Manish
Manish started his career with Oracle Financial Services and went on to join TNS and then Brandscapes Worldwide. He took a break from the corporate world to pursue his interests in mobility, construction, eco-friendly products & logistics. Having dabbled his hand in multiple verticals, he is now with Dragonfly, he has worked on projects in the BFSI, automotive, tobacco, FMCG & media categories. Automotive being his all-time favorite. He loves travelling, off-roading, superbikes & Jet Fighters. He is always up for a good craft beer.
KALPITA RAUT
About Kalpita
Having completed her Master’s in Sociology from Christ, Bangalore, understanding the varied social context that drives consumer behavior piqued Kalpita’s interest. Kalpita approaches research with an empathetic and analytical lense- trying to comprehend “thick descriptions”. Her time at Schbang helped her to understand how market research could aid social media strategy and branding process. At Dragonfly, Kalpita is involved in arriving at consumer truths and assisting clients to take strategic insight-led business decisions. She is your go to person for food recommendations and is always up for trek getaways.
CHINMAY RASTOGI
About Chinmay
Chinmay is a writer, translator, and researcher with 8 years of content creation experience. He has worked in the UX space as a writer and researcher for 4 years, creating engaging content and building brands. As a freelancer, he worked on long and short form copy as a writer, editor and translator (Hindi<->English, Japanese<->English) for five years with business owners, humanitarian organizations, writers, and game creators. When not writing, he likes to play the guitar, learn a new language, play PC games from Contra to Alan Wake, or go on a motorcycle tour
SAMRUDDHI JADHAV
About Samruddhi
Having just started her career in research Samruddhi has been interested in the subject for a few years. She was first introduced to it in her Bachelors and has been hooked on it since. She decided on this career path while pursuing her PGDM in Advertising and Marketing. Her innate need to read people extends to fictional ones too which she does in her beloved books. Apart from reading, Samruddhi enjoys binge watching shows, having movie nights with her friends and going for walks with her headphones on full blast.
NITYA ATMAKUR
About Nitya
Disillusioned by advertising after a brief internship in it between college semesters, Nitya’s interest in Market Research was kindled after being randomly assigned a new course offering in the subject at FLAME University. The prospect of getting past the numbers and words on the screen to the core, human reasons behind a consumer’s behavior has since been an attractive venture – leading her to Dragonfly. In her time with us, she has worked on several projects in the Media, BFSI, FMCG, and Jewelry spaces. When she’s not at work you can be sure to find her exploring the city, trekking (or running) up a mountain, or devouring the newest book on her kindle.
ZARIQ RETIWALA
About Zariq
Having his first innings played in the family business, Zariq found his calling in research while studying the subject of Marketing Research during his MBA with a specialization in Marketing. Even while dabbling in various aspects of business, he had a particular interest & curiosity in understanding consumer behaviour and their perception. Fascinated with the world of understanding and learning about a consumer’s POV, he joined Dragonfly in November 2022. After working hours, you will either find him on his bike, playing with a cat or just chilling! He likes to keep it simple & real yet memorable.
ASAD SHAIKH
About Asad
After graduating in MBA from Rizvi Institute, Asad started working as an Account Manager in IT industry for a short while which allowed him to learn the process of managing long-term clients & ensuring customer satisfaction. He found his calling in Market Research thanks to the long discussions with his college professors who emphasized on the importance and need for research, understanding consumer behavior, and perception. Working at Dragonfly provides him exposure to multiple industries, such as Technology, Finance, FMCG, and Healthcare. In his free time, you’ll find him on small adventures throughout the city on his two-wheeler, looking for places to eat, drink (coffee) and explore.
ROHAN KHANDELWAL
About Rohan
Having a keen interest in understanding what makes people tick and read between the lines to understand their true desires; He took on the role of consumer whisperer at Dragonfly in September 2022. He developed a passion for market research while studying the subject in his undergraduate studies at OP Jindal Global University.
In a short period of time, he has gained a valuable experience of working with a variety of brands in different industries, including telecom, media, automobiles, BFSI and FMCG which has given him a unique perspective on the challenges and opportunities facing brands in today’s competitive marketplace.
When he’s not working, this fitness fanatic. So, if you’re looking for an insightful adventure, count him in.