We are a network of consumer insight professionals, market research facilitators and subject matter experts,
with many years of focused experience
in the kids and family space
We are truly passionate about exploring and decoding the ever-evolving world of kids and providing rich, real-time insights and responsible solutions to brands targeting this important demographic.
All our research and analysis tools have been thoughtfully designed keeping in mind the cognitive and behavioural development stages of the young people. We use a play-based research approach and ensure age-appropriate child-friendly settings in all in-person interactions.
We take pride in our bespoke approach. With design thinking at the core, each brief is evaluated individually and after a thorough process of audience-age, context, objective and actionability appreciation, a customized research approach and tool box is deployed.
The Founding team
Pratibha Jain Mathur
Pratibha is a multidisciplinary, multifaceted consumer research and insights expert, with over 18 years of hands-on experience across the qualitative as well as quantitative research domains. She seamlessly embraces and integrates the art and science, the numbers and nuances, and the implicit and explicit of research, to provide clarity and the most precise and impactful solutions to her clients.
She has led business units and regional relationships with industry-leading FMCG, Telecom, Media & Entertainment, Nutrition & Healthcare and other senior clients, helping them solve some of their most critical business issues in the consumer space, in the Middle East, Africa, India and Southeast Asia.
Always fascinated and intrigued by the role of young people in consumer decision-making, she realized a need to create specialized tools and frameworks for researching kids and understanding their honest mindsets, thus, sketchNEXT was born.
sketchNEXT, is her vision to give that competitive edge to brands that aim to engage with kids and their families. A thought leader by nature, Pratibha has equipped sketchNEXT with a strong offering of specialized new-age tools and best practices to engage with and cater to the young consumers. Her continued engagement with kids’ brands over the years, has led her to researching kids of all age groups and dispositions across a broad spectrum of sectors - from food and beverage, confectionary, health & nutrition, media and entertainment, digital products and characters, to education, play and mental health!
Pratibha has previously worked with Nielsen, Kantar-TNS Global and SixthFactor Consulting. She is a Post Graduate in Communications Management from Mudra Institute of Communications Ahmedabad-India (MICA), a Bachelor of Commerce from Delhi University-India, and has an advanced-level certification in Child Psychology. She regularly contributes knowledge pieces on Gen Z and Gen Alpha to leading publications and volunteers for kids’ educational initiatives.
Richa Rai
Richa is an Immersive Explorer and Consumer Insights expert, with more than 18 years of qualitative research experience in the Middle East, Africa, India and Southeast Asia. She is a visual and cultural anthropology aficionado and a strong advocate of participative and contextual research. For her, ethnography-based consumer research is one of the most effective ways to create sense in this big data era.
More than a decade of listening, observing and understanding the MENA consumers, in the closest of their spaces, makes her a sought-after culture and behaviour expert in the region. She brings a lot of contextual depth to every project she works on, with her extensive understanding of the region’s cultural nuances. Her empathetic approach, patient listening ears and ability to keep her curiosity intact make her fit perfectly with the kids’ research domain as well.
She has previously worked with Nielsen, Kantar-TNS Global and SixthFactor Consulting. She is a Post-Graduate in Communications from National Institute of Advertising (NIA-India), and a Sociology graduate from Allahabad University-India.