Client: Intel & Hewlett Packard

Purpose

The main aim of this project was to find out "what" is it that makes people from emerging countries desire to buy/own/use a particular product/service, with special emphasis on usage. For example, people may buy/own a product/service as a status symbol but may not use it in it’s intended usage model. This was termed as Technology Dissonance.
For this study, the specific population segment that was studied was derived from the following regions in India:

• High technology infrastructure/High Socio-economic potential
• High technology infrastructure/Low Socio-economic potential
• Low technology infrastructure/High Socio-economic potential
• The focus of this study was people who currently own PCs, but are not using them in their intended usage models.

Process

• A demographic map was prepared with respect to the highest concentration of target user category 1, 2 and 3 in India, which was used as a principal reference during the later phases of the study.
• The study is aimed to understand how computers and technology is perceived/used today in Indian society.
• Individuals, local organizations or support groups were selected from each of the particular regions with some confidence in the type and size of the population they were representing, evenly across the segments of user population designated for this study. This led to creation of practical and reliable touch points at various SCR/Geographic locations

Study focus

The study explored the context in which the selected participants viewed and used computers and other technologies in their daily lives. The focus of the study was on:

• Existing usage patterns in PC and PC related technology
• What issues/needs/desires are unmet by the present state of play of technology/device usage and how people cope with it -- ‘What –if’ scenarios and wish lists
• Forward-looking discussion of lifestyle futures
• Emotions associated with computers and technology
• Broad based study on composite technology/device usage that will document the ways people interact, combine co-activities and replace physical mediation with technology
• How their pre-conceptions, environments and other important factors influence or are influenced by such technologies
• Technology usage issues in specific contexts of health, education, entertainment, utility and trust/security (personal or financial)

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