ICE is i3RC-s data capturing cum analytical tool which captures moments of truth in a natural setting. It helps to capture the on-ground realities, get unaffected responses and gain insights into real triggers & motivations. It uses a mix of methodologies which is at the discretion of the Researchers who decide which one to use once they are amongst the target audience.

• It captures some aspects which respondents tend to avoid/ hide in direct interactions
• It captures elements which might have skipped the research at the time of planning the research
• Adds some useful consumer insights or clarity on consumer behaviour in terms of Whys & Hows?
• The focus of these interactions is usually to understand the specific aspects as per the research brief though the method is open ended to be all inclusive of the context and the environment.