Roundtable Series – Pages, People & Patterns: The Print vs. Digital Reading

EVENT REPORT
Event Name: Roundtable Series – Pages, People & Patterns: The Print vs. Digital Reading
Date: January 30th, 2026
Venue: Sanatana Dharma College, Alappuzha
Organized By: Passionate In Marketing in collaboration with PG & Research Department of Commerce, Sanatana Dharma College.
Overview
On January 30th, 2026, Sanatana Dharma College hosted a significant qualitative research initiative titled “Pages, People & Patterns.” The event explored a defining theme of the modern information age: the evolving relationship between traditional print media and digital consumption patterns. Organized in collaboration with Passionate In Marketing, the session brought together a diverse group of participants including research scholars, faculty members, general public and students from various disciplines.
Research Methodology & Structure
The core of the event was a rigorous qualitative study designed to gather primary data on reading habits. The study was divided into two distinct formats:
Focus Group Discussions (FGD): Three separate sessions were conducted, segmented by specific age demographics to capture generational shifts in media consumption. Each group consisted of a sample size of 8 participants (balanced 4 male/4 female) involving:
Group A (Morning): Teenagers (15–19 years)
Group B (Mid-Day): Mid-career professionals (35–44 years)
Group C (Afternoon): Mature readers (45–55 years)
Target Segment: Active readers and “lapsers” of leading dailies (Mathrubhumi & Manorama).
Direct Interviews (DI): Simultaneous depth interviews (3 Nos) were conducted with individuals in the young adult categories (20–24 years and 25–34 years) to gain granular insights into individual preferences.
Academic Impact & Student Engagement
Beyond data collection, the event served as a practical workshop for the college’s student body. Student coordinators were immersed in the end-to-end process of qualitative research, gaining first-hand experience in:
Learnings on Moderating discussions and conducting interviews under qualitative research.
Analysing qualitative data in real-time.
Understanding the nuances of market research methodologies.
Acknowledgements
The event was successfully executed under the leadership of the faculty coordinator, Dr. Krishnan M, Assistant Professor and Research Coordinator, Department of Commerce and Research Centre, and the dedicated student team. Special appreciation goes to Veeraj, the final-year BCom student and the main coordinator, for overseeing the logistics and student participation.
The session concluded with the distribution of certificates of collaboration to the organizers and participation certificates to all coordinators and moderators. The insights gathered from this roundtable are expected to contribute significantly to understanding how the digital age is reshaping the future of print.