Research, at its best, not just improves business outcomes, but it makes a solid contribution to the society in which that business operates. The research for Indian Sportswoman of the Year (ISWOTY) managed to do exactly that.
The research project was complex and complicated, covering a country of more than a billion people, across 20 languages, divided up into 62 socio-cultural regions (SCRs). The fieldwork was conducted at a time of deep political unrest in the country,
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