1.
Crowdsource, outsource,
but just do research…
Practical tips to do research during the pandemic in India
VEENA SONWALKAR
DEC 2021

2.
17+
YEARS EXP.
ASSOC.
DESIGN
DIRECTOR
FROG DESIGN

3.
India passed through a deadly
second wave this year…
Image source: https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(21)01202-2/fulltext

4.
However, we designers had to continue
to build products which will help users
in the crisis and make their lives better.

5.
But connecting to
users remotely is
complicated,
esp. in a country like India
Image source: indiatoday.com

6.
Recruiting users
itself is tough
Recruiting lower income or marginal groups who do not
have online or social media presence may be difficult
Image source: indiatoday.com

7.
Users are skeptical of
outsiders entering
their homes or
workspaces during
the pandemic
Image source: indiatoday.com

8.
Many of the users
may use internet
only on their phone
pcmag.in

9.
They may not have
a smartphone
pcmag.in

10.
‘Zoom’ may be
completely unheard
of…and forget
asking them to open
remote testing tools

11.
Internet is still
very expensive
Internet is still a luxury for many. Many kids had to
drop out of school due to this. In this context talking
to users was all the more difficult.

12.
They have ‘power cuts’
Most Indians have unreliable power supply with an
average of 3 hours per day without power.
So they may not be able to charge their phones or
access their computers if they do have one.

13.
Here are few ways you can do research
during the pandemic…

14.
14
Here are three ways you can look at…
Entirely remote Crowdsource Outsource

15.
Remote Model

16.
Traditional remote
testing
• Works well with urban or middle class Indians/Asians
• Cheaper
• Safer

17.
‘WhatsApp’ Research
• Helps understand user’s context/environment
• Helps get a diverse representation of users, esp. from
the lower income levels and smaller towns in a country
like India

18.
Users are familiar
with WhatsApp
than Zoom

19.
WhatsApp help users
provide a tour of their
surroundings
WhatsApp can be used for video calls as well as to
understand the context where users live. It’s easier to
carry a phone and show their home than with a laptop

20.
20
frog for XYZ / © confidential 2020.
Participant
fallacy
Limiting
Observer
effect
There are still shortcomings…

21.
Crowdsourcing Model

22.
Hire local guides who
can talk to users
while you observe
Need not be designers or design researchers

23.
Empower local
guides on the ground
to do research for you
- Train researchers to do it on your behalf

24.
Create tools to help
them do the research
for you

25.
Warm up &
Obtain consent
Strike a conversation to make the
participants feel comfortable.
You need to collect consent
before starting the interview.
Observe the location
When you reach the location,
observe the home or shop.
Also observe the street and
surroundings.
Connect with
frog team
frog team would like to be able to
listen in to the interview so we
can take our own notes and to be
available if you have any
questions you can’t answer.

26.
However, ensure you
are overseeing and
guiding them
- Observe them and derive insights

27.
• You need to understand user’s context and a
representative needs to be at their home
• Language barrier
• Gaining trust with users esp. In the covid
environment
• Test physical prototypes
This method is
useful when…

28.
Workshops
Surveys
28
Diarystudies
Other crowdsourcing methods…

29.
Outsourcing Model

30.
Hire agencies or
recruiters who can
do research on
your behalf

31.
Practical Tips

32.
Localguide’snetwork
Socialmedia
32
Friends&Family
Tap your network for recruiting
participants as traditional methods may
not work during the pandemic

33.
Arrange to speak to
someone in their home
Obtain consent to talk to
them and record
Introduce yourself and
observe their location
Ask thoughtful questions
and listen closely
Discuss about their requirements
related to the product
Show them pictures of the
product and ask for feedback
Take photo/notes and share them
with the frog team
Plan the session well in advance and with
the local guide

34.
Think of alternate methods
and don’t give up!

35.
THANK YOU
vinasoni@gmail.com

36.
Thanks to photos from:
Suman Meena
Swati Minz