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Dragnfly Spirit

Our Story

Dragonfly’s story began in August 2008 when two young researchers driven by their hardcore passion for qualitative research decided to open their own boutique firm that would help Clients with not just consumer insights but also arrive at strategic business solutions. Madhulika Katiyar & Gaurav Shah, both seasoned researchers set sail on this journey together and while Madhulika continues to lead Dragonfly, Gaurav helps as an advisor while he pursues other passions.


Since then the team has expanded continuously with many more extremely talented researchers coming onboard. With a diverse set of clients, Dragonfly has established itself as a leading qualitative research agency which is driven to provide strategic inputs & actionable insights. 

Raisn d'etre

Raison d'etre


new age approach

Technology adoption has changed consumer behavior as well as business models. Further there are new technologies available to facilitate research. Traditional approach to research cannot alone address new age requirements. Dragonfly recognized this shift early and has  been at the forefront of addressing challanges and leveraging new opportunities. This has been achieved proactively through

  • Recalibration of traditional methods and frameworks

  • Development and adoption of new methods and frameworks

  • Development and adoption of new technologies to facilitate research


cultural context

Our core expertise lies in the fact that we are cultural experts who are passionate about understanding the human mind and its motivators in a contextual framework.  By pooling in skills from  diverse disciplines like psychology, sociology, anthropology, behavioral economics, advertising, marketing and semiotics, our work is nuanced with significant cultural context 


boutique advantage

Personal involvement of partners with singular and unwavering focus on projects ensures we continuously deliver value exceeding client expectations. From understanding  the business problem, to designing the study, analysing data and drawing actionable insights, our clients benefit from very extensive, rich and diverse experience that we bring along. This also allows us to 'buck' the 'quick and dirty' trend while continuing to be agile. 


Dragonfly is led by three very seasoned, passionate and hands on  researchers. Other than directly handling research, they provide overall strategy and direction to Dragonfly. As partners they also have specific areas of responsibilities

  • Madhulika as founder and managing partner is responsible for strategy

  • Shilpa as a partner also owns the  administration and operations 

  • Ameya as a partner is leading the way with Qual-tech practice


Managing Partner





Expert Panel

Despite extensive experience in qualitative research cutting across multiple industry segments, from time to time we work on problems where we believe we need additional inputs from seasoned line practitioners or subject matter experts. 

Experts Panel
Hamsini Shivkumar

Hamsini Shivkumar

Hamsini Shivakumar is founder of Leapfrog Strategy Consulting, one of India's premier brand consulting companies as well as of Semiofest, the global un-conference for applied semiotics. ... She is a trained Semiotician and a regular writer on consumer and brand issues in International and Indian publications. She is a management graduate from IIM, Bangalore.

Tejaswini Adhikari

Tejaswini Adhikari

Tejaswini is a cultural analyst who specializes in decoding consumer behavior based on culture, communities, society, polity, and geography and use these opportunities for brand, product or communication. She has served as Chief Culture Officer at Future Group and is a Masters from TISS, Mumbai

Ninad Umargekar

Ninad Umargekar

Ninad is a Brand and Strategy professional with an entrepreneural approach. Creative Entrepreneur, Brand Strategist & Champion of Ideas, Ninad also is very passionate about art. He led strategy & strategic planning functions at Lintas and Taproot. An MBA from Welingkars, Ninad currently runs his own strategy consulting firm Onewall Monkey

Umesh Jain

Umesh Jain

Umesh is a Finance, Digital, Customer Experience and Technology expert in addition to having a deep understanding of research industry. He has been advising Dragonfly since inception and other than guidance on critical projects, he has been instrumental in helping shape our new age methods and adopting technology into research. He led technology at Citibank, YES Bank and National Stock Exchange, and is an engineering graduate from IIT Delhi

Ronita Mitra

Ronita Mitra

Ronita is a future focused marketing leader bringing together experience from vast set of industries that helps with cross pollination and lateral thinking. She has held marketing leadership positions in ICICI, Vodafone, IPru AMC. An MBA from Jamnalal Bajaj, she is Founder & Chief Strategy Officer at Brand Eagle Consulting

The Team

Our team is the most critical cog in the wheel, that's what it gives us the advantage. Each of our team members are passionate about research and driven to deliver sharp insights to our clients. Satisfying the clients is not their objective, getting them delighted is.  

The Team

Madhulika Katiyar

Managing Partner

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 gymn (now possibly cultfit app!), reading (she is particularly fond of fiction), playing with her white furball (who is a guaranteed de-stresser),  enjoying a beer, or a gin n tonic..and a single malt when its strictly business! .  


She is an alumni of Miranda House, Delhi University.


Shilpa Shah


Shilpa’s interest is fuelled by her background in psychology and observing people around her. She likes to deep dive and focus on nuances to truly get rich insights and uncover key behaviour patterns. She has always enjoyed research for this reason – as it allows her to look at the big picture by putting the data together akin to a jigsaw puzzle & the ability to make it come alive via storytelling manner of presentation. Other things equally important to her are traveling, watching moves / web-series / shows, just plain chilling – surfing the net and enjoying a good chilled beer (or rather a stout)


Ameya Prabhu

AGM & Partner

Ameya Prabhu started his career with Dragonfly Market research and has had a homecoming after having dabbled in advertising and marketing. He leveraged his research skills to do a successful, award winning, stint as a planner at Ogilvy Mumbai, before moving on to a marketing profile at Kalpataru Limited. His passion for research and knack for identifying insights across a diverse set of consumers, is what brought him back to Dragonfly. He is now involved with developing the tech part of the business, in addition to business as usual


Siddharth Nayak

Research Manager

Siddharth graduated with a double post graduate degree in finance, which landed him a job as an equity advisor. Within a short period of time he realised that a structured and monotonous life is not meant for him. In his quest to find a job that is challenging and new each day, he found his calling in Market Research. His interest in qualitative research is fuelled by new and different problems across various categories and projects. His extrovert nature and curiosity to learn with each passing day, coupled with his personal interaction and experiences with different kinds of people, cultures, attitudes and age groups, makes him a natural researcher. His positive approach towards life and all that comes with it naturally helps him convert challenges into positive opportunities.

He lives his life learning from the behaviour and attitude of respondents


Aprajita Kalyani

Senior Research Executive

Having selected her specialization basis elimination approach, whether it was choosing Commerce in junior college or graduating in Media Studies from Symbiosis; she finally found her subject of interest during an internship in consumer research.. She completed her PGDM in Marketing from NMIMS Bangalore and eventually landed up at Dragonfly in October 2017. Life since then has been about understanding various aspects from the consumers' POV and the dynamics that come with it keeps her interested. Also, assign her a project with fieldwork travel and give her a DSLR and you will see the best results (in pictures and in analysis). Oh and she sings too! :)

 #littlethingsmatter #nodramaplease #thefacesaysitall


Saachi Asthana

Senior Research Executive

While working on her Master’s degree in Social & Cultural Psychology at LSE, London decided on taking up a career in the field of Market Research. Having lived in and travelled across several cities in and outside India, Saachi’s understanding of people and ability to take on challenges is a valuable asset in the field of research. She started her career with Dragonfly in 2016 and in over 3 years of rich and varied experience in the field, she has worked on a multitude of top brands across a wide array of industries including telecom, media, financial services and FMCG. She approaches her work with the aim of meeting client needs, delivering on expectations and also providing unique insights.  In her time off from work, Saachi enjoys travelling, dancing and binging on Bollywood movies!

 #GoodVibesOnly #DramaQueen #PizzaOverProjects


Sourabh Bhardwaj

Senior Research Executive

Sourabh is a marketing post-graduate from MICA, and has previously worked as a Brand Strategist at DDB Mudra for 2.5 years. After having worked on building international brands like PUMA and McDonald's in India, Sourabh joined Dragonfly with a view to get back to using skills from his journalism roots. Having specialised in feature writing in graduation, he particularly enjoys discovering insights and trends through analysis of data and human behaviour. 

Sourabh looks at qualitative research as a great way to stay on his toes, further his understanding of the human mind, and develop empathy for the world around him. Having been a media student all his life, his interests lie in exploring pop-culture, investigative journalism and world cinema, in addition to gulping down the disappointment of regularly watching Manchester United lose.

#mumbaiboy #inquisitive #weekendwarrior


Utsha Mitra

Research Executive

Utsha discovered an affinity towards Sociology during her years as an undergraduate student at St. Xavier's College, Mumbai and went on to complete her B.A. with a double major in Sociology and Anthropology. This was followed by a more focused Master's degree in Sociology from South Asian University, New Delhi which gave her the opportunity to interact with students from differing cultural and social backgrounds as well as engage in conversations around identity and culture. And somewhere between interacting, discussing and writing her thesis, she discovered her love for qualitative research.

Her previous work experiences include handling Content and Social Media for an NGO as well as working with a Social Consultancy in the education space before eventually moving into the space of market research.

Utsha is warm, approachable and friendly. She’s always open to meeting new people, learning about new cultures and food and having conversations around music – all ideally over steaming cups of chai.


Divya Mestry

Research Executive

Divya has graduated in Mass media and post graduated in Marketing communications, wanting to experience the advertising adventure. Her ad agency life was fueled by her love for creativity. But when she realised that creativity without research doesn't lead to solutions, she decided to move to qualitative research. How opinions and expressions have the power to change a brand's fate excited her. And the fact that meeting new people, learning about mindsets & culture with the perks of traveling as her job added to the thrill and she landed at Dragonfly. 

#Curious #Creative #Commited


Akash Pramanick

Research Executive

Akash has completed his Post-graduation in marketing from WE School, post which he was working as a studio manager for an online retail store. Interacting with the customers and understanding their needs sparked his curiosity for research and insights. His on-ground customer interactions have helped him pick the rope of qualitative research very soon

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