About the Study
This document presents a full-cycle primary research project conducted by Insightful Research and Analytics (IRA) in collaboration with MBA researchers from a premier management institution. The project explored how UPI-based digital payments influence consumer purchase behaviour and platform loyalty in India’s quick commerce ecosystem.
The study covers the qualitative phase of the research lifecycle, from recruitment questionnaire design and qualitative depth interviews through thematic coding and survey instrument development. The quantitative fieldwork phase is planned as the next step. This document is an instructive model for future IRA project teams on how to design and execute a rigorous qualitative stage.
All interview participants are identified by their IRA project codes throughout this document to protect anonymity.
The study covers the qualitative phase of the research lifecycle, from recruitment questionnaire design and qualitative depth interviews through thematic coding and survey instrument development. The quantitative fieldwork phase is planned as the next step. This document is an instructive model for future IRA project teams on how to design and execute a rigorous qualitative stage.
All interview participants are identified by their IRA project codes throughout this document to protect anonymity.