`Insight' is all about getting an insight into the Indian consumer. The fair provides a platform for companies who wish to conduct market research as well as for IIM-A students who are always keen on applying designing skills and testing new techniques.

This year there are 12 projects in all, including fast moving consumer goods (FMCG) companies, banks, service industries and automobile companies.

The idea behind the mammoth students' co-ordinated effort is to provide corporates with an opportunity to get a better understanding of consumer behaviour combined with entertainment opportunities for consumers (visitors to the fair) in the form of games and easy prizes etc.

But before the fair gets underway, IIMA students work night and day on each project to put together a research methodology, design interesting games and work with the faculty to deal with every possible glitch. While doing all this the students have to maintain strict confidentiality about the company and the product.

On November 28, IIMA will assess consumer behaviour by firstly drawing up a profile of each respondent, following which they are assigned games at different project stalls. The manner in which the respondent plays the game serves to tap his unbiased response to the given situation. responses are then analysed using statistical tools and techniques to derive conclusions useful to the client company. `Insight' is expected to attract over 8,000 visitors from all sections of the society between the age groups of 19-35 years. The fair has something to offer everyone from delicacies at food stalls to various games.