“Research is to see what everybody else has seen, and to think what nobody else has thought”

Welcome to Illumina, The Disguised Market Research club of MDI Gurgaon. For over 27 years, we have enabled leading companies to delve into consumer behaviour through our unique events and innovative research methods crafted by MDI Gurgaon’s talented students, all under expert faculty guidance.

Illumina stands out as a premier market research venue, renowned for its cost-effective approach to gathering deep insights. Each year, thousands of participants contribute to a rich data pool, offering organizations actionable intelligence to drive business decisions.

Proudly partnering with industry giants such as HUL, SAIL, Flipkart, Pepsi, Decathlon, KFC, IOCL, HP and many more including nationalised banks, Illumina has continually evolved to meet the dynamic needs of modern businesses. The festival features four dynamic formats, each designed to uncover nuanced understandings of market trends and consumer preferences. Illumina consists of four different formats which are as follows:

• Urban Illumina – Market Research under the guise of a Diwali fun 'n food mela is conducted on the campus of MDI Gurgaon during the Diwali time. Urban Illumina celebrates the passionate zeal of market researchers of MDI Gurgaon to study consumer behaviour and solve problems of many brands. The event was last held on 4^th November, 2023 marking the club’s 27^th Anniversary. The event witnessed a footfall of more than 2000 people this edition.
• Indulge - Indulge is held at malls to target the affluent mall going crowd under the guise of talent hunt and fashion shows.
• Rural Illumina - Market research is conducted in a Dussehra Mela in Pataudi village, Haryana to study the consumer behaviour of rural folks. It is also one of the club’s social initiatives and marks the beginning of our calendar.
• Expressions - In this format of Illumina it conducts disguised market research exclusively for kids aged 6-16. This event attracts the participation of over 1000 children with activities like extempore, painting and essay writing.
• E-Illumina- Market Research Workshop led by Industry veterans from Market research agencies like Nielson and Hansa Market Research to equip students with the skills needed to understand consumer behaviour, identify market opportunities, and make data-driven decisions using relevant analytics
• Live projects - Illumina brings in live projects for students partnering with big brands. Previous years, brands like Swiggy, Amul, HCL, Tata power trading, TITAN Helios, gave live projects to students of MDI Gurgaon to help them understand the real-world business problems.

Secretary: Animesh Kulshreshtha