Client: HP Labs

Project goals

• Describe the cultural context related to media (media defined as multiple channels of communication) usage.
• Identify user needs in Media usage.
• Map current usage of technology.
• Project the futuristic trends and generate new business and technology ideas

Methodology

Interviews conducted in 7 locations across India with 24 families and 5 village chiefs to represent a cross section of society in metropolitan, urban and rural areas in North and South India, and a wide range of media practices.
Tool Kits:

• Photographs
• Open Interviews
• Media Maps (Showing media consumption within and out of individual houses)
• Cultural Probes.
  

Analysis

Two step process:
Collaborative analysis and ideation of the entire multidisciplinary team (Business, Design, Technology and Ethnography) with external facilitator.
Deliverables:
Generation of product and service concepts.

• Detailed analysis of fieldwork data and mapping with results of collaborative analysis

Deliverables:

• User profiles and media maps
• User behavior and expectation scenarios
• User worldview charts
• List of detailed product and service concepts
• Clusters expected to indicate business opportunity spaces that could be explored more thoroughly by other methods, including showing
• he concepts back to the original participants.

Synthesis

• Provisional observations about media-related behaviors and a list of unmet user needs were made.
• Product and service concepts were generated with a view to identifying promising clusters of ideas.
• Clusters expected to indicate business opportunity spaces that could be explored more thoroughly by other methods, including showing the concepts back to the original participants in our fieldwork
• All members of the multidisciplinary team (Business, Design, Technology and Ethnography) took part in the fieldwork and contributed to the analysis from different perspectives.

Top