Generate Deeper Insights with User Centric Research Methods — Essmart
So often, products are created without input from the demographic intended to use them. This oversight is often due to creator’s bias, where the perspectives and needs of the users are not fully understood or considered. This lack of user involvement can lead to product failure, both in terms of sales and perception in the market.
Why Involve the User?
Involving the user in research methods fosters a collaborative approach, strengthening the relationship between the user and the product team. This partnership ensures that the research questions remain relevant and enhances the quality of data collection and analysis.
In Which Contexts Can it Help?
The following methods can be used at different stages of the product cycle. They can help in checking if the problem statement is viable and relevant, as well as understanding how people interact with the product in their daily environments and routines. These methods can bridge different types of information gaps, informing the product cycle and leading to better decision-making.
These research methods are valuable in program and product development by providing insights into how people engage with existing problems and solutions, and what meaningful change looks like to them. These methods can help make the offering more relevant, and can also be used to evaluate impact post implementation.
How Can It Enhance a Rural Market Research Study?
The Indian rural market is unique, particularly when compared to peri-urban and urban markets. The significant rise in internet usage and modernization creates an interesting landscape to explore how people in rural areas incorporate technology into their daily lives. Disposable income is increasing, leading to diversified consumption patterns.
By understanding the user’s perspective and experiences, researchers can gain insights into what is important to them, what they aim to achieve, and how they currently address these needs. The methods discussed in this article can greatly enhance rural market research studies:
Diary Entries
Diary entries are a qualitative research method best suited to shed light on the long-term, contextual habits and behavior of participants. They are conducted remotely and asynchronously, offering researchers flexibility and access to distributed users. According to Nielsen Norman Group, diary studies can often be conducted at a lower cost than field studies or contextual inquiries.
Over time, diary entries can uncover changes in behaviors and perceptions, indicating the impact of external factors or interventions. They aid in mapping the customer journey by highlighting critical touchpoints and interactions influencing decision-making.
For example, an established TV brand expanding its market reach could use diary entries as a research method. They could ask individuals and families to keep a diary for a week. Participants would note their TV viewing habits, including when and what they watch, their reasons for choosing specific programs, and any interactions they have with the TV or related devices. This diary study could provide valuable insights into how consumers engage with their TVs on the daily. These insights could help the brand tailor its offerings to better suit the needs of their target audience.
Digital Storytelling
Digital storytelling methods consist of participants recording snippets of their day-to-day experiences around a product or in general. There is much to be understood from what people choose to document and how, and visual methods are an excellent way to capture these narratives.
The potential for digital storytelling in rural India is significant, considering the country’s internet and YouTube connectivity. India has 120 crore wireless phone subscribers, with 45% in rural areas, and 76 crore active internet users, with 53% in rural areas. India also boasts the highest number of YouTube users, with around 462 million users. Additionally, India saw 2,800 crore app downloads in 2022, accounting for 5% of global app downloads — the second highest in the world. The concept of vlogging and documenting daily activities through videography is also catching on fast.
Thus, digital storytelling is emerging as a powerful yet accessible medium for capturing authentic narratives from rural India’s rapidly expanding digital landscape.
For example, a lifestyle brand targeting young adults, expanding into the rural market, could use digital storytelling methods for research purposes. They could invite young adults in rural areas to record snippets of their daily lives, showcasing how they interact with the brand’s products or how they incorporate them into their routines. These videos could provide valuable insights into their lifestyle by highlighting the unique challenges and aspirations of young adults in rural areas. The brand can hence tailor its products and marketing strategies accordingly.
Photo Elicitation
Going back to the point about the significance of understanding how and what people document, photo elicitation involves asking participants to remark on a photograph taken by them or the researcher. This approach sheds light on how participants make sense of what’s going on in the photo, which aspects stand out to them or don’t, and what it evokes in them.
When discussing photos taken by the participants themselves, photo elicitation can really make space for the participants’ perspectives and agency to take center stage in the data collection process. A core aspect of this approach is not merely studying the images, but also analyzing how informants respond and attribute social and personal meanings to them.
In a 2013 study on the effect of a sedentary lifestyle on nomadic tribes in Guyana, researchers used native image making and photo elicitation. Berardi et. al (2013) aimed to understand how living close to other ethnic groups, sharing subsistence resources, and external cultural influences affected the tribes. Thirty Maasai volunteers were asked to take five photos each depicting significant aspects of their land and lives. Researchers marked the photo locations on a map and conducted interviews where informants explained their picture choices. This exercise shed light on how the tribe members navigated the maintenance and transference of their culture while also preserving the environment as it is (Berardi et. al, 2013).
Community Mapping
Community mapping focuses on depicting living conditions and the nature of housing and social infrastructure, including roads, drainage systems, schools, railway tracks, religious buildings, post offices, wells, and community halls. Unlike regular maps, social mapping is made by local people, not experts. It is not drawn to scale. It depicts what the local people believe to be relevant and important for them.
Villagers mapped out Chetlamallapuram in Kurnool, Andhra Pradesh to depict the lanes, sub-lanes, school, railway tracks, temple, post-office, well, community hall, and convent in the village. The map revealed the skewed gender differences in school attendance, enrollment, and drop out rates in the village. These insights aided in figuring out next steps for the community’s welfare.
Tree Testing
Tree testing is a research method that involves asking participants to locate specific resources. It is a quick and effective way to assess the navigation tree of a website or app, or to test new tree structures. This method can reveal how easily users can find key information and identify where they encounter difficulties. Tree testing provides insights into the following:
- The number of participants who successfully reached the correct destination.
- The number of participants who got lost during the task.
- The paths taken by participants before reaching their intended destination.
- The time taken by participants to complete the task.
For example, a startup developing a mobile app for rural farmers can conduct a tree test to ensure easy navigation. This test would involve asking farmers to find specific information, like market prices, to identify any navigation issues. By simplifying the app’s navigation structure into main and subcategories, such as “Market Prices” and “Crop Management,” the startup can assess how easily participants can find information. This feedback can go on to inform improvements for a better user experience.
Where Essmart Comes In
With over 10 years of experience, Essmart possesses a deep understanding of the Indian rural market. We are well-equipped to conduct user-centric research methods on the ground, by creatively utilizing our existing dealer network and access to farmer groups, based on the specific research questions at hand.
The Value of These Research Methods
These methods enable you to cut through the noise and directly engage with your end customer. They help uncover your user’s aspirations, desires, and perceived pathways to achieving their goals.
- By gaining a comprehensive understanding of these aspects of their daily lives and how they interact with your product — or the lack thereof — startups and even bigger companies can enhance their product development, distribution strategies, and marketing efforts.
- For social impact organizations, this research can provide invaluable insights into the needs and challenges faced by rural communities, helping tailor interventions and initiatives for maximum impact.
References
Berardi, Andrea, et al. “From Resilience to Viability: A Case Study of Indigenous Communities of the North Rupununi, Guyana.” EchoGéo, no. 24, June 2013. DOI.org (Crossref), https://doi.org/10.4000/echogeo.13411.
Bignante, Elisa. “The Use of Photo-Elicitation in Field Research: Exploring Maasai Representations and Use of Natural Resources.” EchoGéo, no. 11, Feb. 2010. DOI.org (Crossref), https://doi.org/10.4000/echogeo.11622.
Dean, Brian. “How Many People Use YouTube in 2024? [New Data].” Backlinko, 27 Mar. 2023, https://backlinko.com/youtube-users.
