Day: December 20, 2021

The need for taking a stance

Purple Audacity was founded in 2008 with an intent to bring academic rigour into market research (specifically qualitative research) to enable clients to ‘take a stance’ based on in-depth qualitative insights. Today, built upon its key values of method neutrality, purposeful partnerships and transparent collaboration, supported by the fundamentals of courage and respect - Purple Audacity’s raison d’etre (reason to be) is to build Human Insight Lighthouses for its partners across the globe, using mindfulness and audacity.

The real meaning of the name, Purple Audacity

The organisation took shape in a year when the world was hit by a recession. The Founders were taking a leap of faith by leaving their cushy jobs and launching themselves into the unknown. They were inspired by the book launched in the same year by President Barrack Obama and thus borrowed the word AUDACITY from his title ‘The Audacity of Hope’ .

The word PURPLE was chosen next and the rationale was the complexity of the colour - an amalgamation of two strong and solid colours RED and BLUE representing a myriad emotions and feelings, from royalty, nobility, luxury, and ambition to creativity, wisdom, dignity, devotion, pride, mystery, independence, and magic.