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.


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.


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.


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.


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


Dragonfly is symbolic of inner calm & balance. It remains Centred and at ease when not in motion. Insighting needs this meditative touch


Madhulika Katiyar


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.