Samsung Electronics,
South Korea
- Envisaging Next
Generation Digital
Products
Project Introduction & Goal:
A pilot study for Samsung Electronics involving user research was conducted in India (one among 3 other countries with separate research teams for each) to understand cultural differences and commonalities across countries in the usage of electronic devices. Areas for the study were identified and probed into more detail, like music, movies, pictures, phone calls and messages. Lifestyles of young people revolving around these areas were studied. Insights brought out some patterns in user behaviour that were unique to India and some that were somewhat common to other Asian countries. This project was conducted in India for Samsung by Raghu Kolli of Meru Research, Netherlands and me. We were a two member team that worked on all aspects of the research and developed all the deliverables for Samsung.
User Research approach:
We conducted a brief street survey to define the User Profiles to be researched for the pilot study. We talked to about 27-30 subjects living in Pune from varying social and economic strata. Based on this, we constructed 10 different unique user profiles spanning a range of parameters that were appropriate for our field studies. This was the basis for recruiting users for the study. We then recruited users according to these profiles and thus gathered data across social and economic segments.
A pilot study for Samsung Electronics involving user research was conducted in India (one among 3 other countries with separate research teams for each) to understand cultural differences and commonalities across countries in the usage of electronic devices. Areas for the study were identified and probed into more detail, like music, movies, pictures, phone calls and messages. Lifestyles of young people revolving around these areas were studied. Insights brought out some patterns in user behaviour that were unique to India and some that were somewhat common to other Asian countries. This project was conducted in India for Samsung by Raghu Kolli of Meru Research, Netherlands and me. We were a two member team that worked on all aspects of the research and developed all the deliverables for Samsung.
User Research approach:
We conducted a brief street survey to define the User Profiles to be researched for the pilot study. We talked to about 27-30 subjects living in Pune from varying social and economic strata. Based on this, we constructed 10 different unique user profiles spanning a range of parameters that were appropriate for our field studies. This was the basis for recruiting users for the study. We then recruited users according to these profiles and thus gathered data across social and economic segments.
Research Methodology & Interview process:
In-depth interviews were conducted with a total of 8 users of electronic devices. Their ages ranged from 18-35. Apart from taking notes, we recorded the videos of the interviews to be transcribed later.
Analysis Phase:
User statements from the transcribed interviews were analysed and grouped together according to topics like "Parents", "Values", "Mobile phones", "Computer" etc. These were the subjects that broadly covered the young peoples' lifestyle around electronic devices. A broad variety of user statements were thus observed and recorded.
Final Insights:
Some unique patterns of behaviour came through, which were different from usage patterns in other countries. It was found that overall the usage of devices in India was still at an evolving stage as compared to Western countries. Mobile penetration is great in India and people from the lowest economic strata are seen using mobile phones because India is predominantly an oral culture.
In-depth interviews were conducted with a total of 8 users of electronic devices. Their ages ranged from 18-35. Apart from taking notes, we recorded the videos of the interviews to be transcribed later.
Analysis Phase:
User statements from the transcribed interviews were analysed and grouped together according to topics like "Parents", "Values", "Mobile phones", "Computer" etc. These were the subjects that broadly covered the young peoples' lifestyle around electronic devices. A broad variety of user statements were thus observed and recorded.
Final Insights:
Some unique patterns of behaviour came through, which were different from usage patterns in other countries. It was found that overall the usage of devices in India was still at an evolving stage as compared to Western countries. Mobile penetration is great in India and people from the lowest economic strata are seen using mobile phones because India is predominantly an oral culture.
My role and responsibilities:
In the two member team, I was responsible for all aspects of the research, right from interviewing people in the street survey to helping/supporting in the insight generation at the end of the project. Each deliverable shown here was prepared independently by me. The following were my responsibilities:
• Street surveys to determine user profiles
• Create documents for the above
• Conduct in-depth interviews with users, take field-notes
• Transcribing interviews
• Report creation
• Support in Insight generation
• Creation of affinity diagrams, usage models etc.
View files:
User Profiles
India Snapshot
In the two member team, I was responsible for all aspects of the research, right from interviewing people in the street survey to helping/supporting in the insight generation at the end of the project. Each deliverable shown here was prepared independently by me. The following were my responsibilities:
• Street surveys to determine user profiles
• Create documents for the above
• Conduct in-depth interviews with users, take field-notes
• Transcribing interviews
• Report creation
• Support in Insight generation
• Creation of affinity diagrams, usage models etc.
View files:
User Profiles
India Snapshot
User Profiles document:
Descriptions of user profiles for the pilot study. We used these profiles to determine and recruit users.
A chart showing the various profiles against certain decided parameters.
An example of the pre-defined areas that we studied in the street survey.
User 1 document. This was a low income worker - a rickshaw-driver in Pune. The document gives a snapshot of his lifestyle revolving around devices.
A chart that shows User 1's media and device usage, measured simply by 3 levels.
Some pictures that show his devices and how they are stored/arranged. Some observations are written alongside.
We constructed a model that shows his life 'connected' to his devices and media. This was a clearly a low aspiration user and his device usage was very limited.
A high income user, User 6, was a housewife who had previously lived in the US.
Her device usage was the most among all the users studied. TV, radio, mobile phone, Audio system, laptop etc. all these devices were being used and quite frequently.
Some observations from the study, along with pictures.
A context model showing her life revolving around media and devices.
Affinity of the entire research:
Some insights from the research:
