In this newly revised Second Edition, you'll find six new essays that look at how UX research methods have changed in the last few years, why remote methods should not be the only tools you use, what to do about difficult test participants, how to improve your survey questions, how to identify user goals when you can’t directly observe users and how understanding your own epistemological bias will help you become a more persuasive UX researcher.
| Region | Lifestyle Characteristics | |--------|---------------------------| | | High education, nuclear families, dual-income households, access to fitness centers, co-working spaces, dating apps, mental health awareness. | | Rural North India (UP, Bihar, Rajasthan) | Strong patriarchy, purdah (veiling) in some communities, low mobility, high domestic labor, early marriage still prevalent. | | South India (TN, Kerala, Karnataka) | Higher female literacy, better health indicators, more women in white-collar jobs, relatively less son preference. | | North-East India (Nagaland, Meghalaya) | Matrilineal practices in some tribes (e.g., Khasi, Garo), higher social freedom, different dress and food habits. | | Urban slums & lower-middle-class | Struggle with sanitation, safety, and overcrowding; women work in informal sector, manage household with limited resources. |
At the heart of an Indian woman’s life is the concept of Sanskara —the values and ethics passed down through generations. While the traditional "joint family" system is evolving into nuclear setups in urban centers like Mumbai and Bangalore, the emotional tether to the extended family remains unbreakable. Indian Toilet Shit Aunty Pic Peperonity .com
Food is the language of love in India. The lifestyle of an Indian woman often revolves around the kitchen, but the approach has changed. While traditional slow-cooked meals are reserved for weekends, the weekday diet has become more global. | | North-East India (Nagaland, Meghalaya) | Matrilineal
Since publication of the first edition, the main change, largely brought about by COVID and lockdowns, was a shift towards using remote UX research methods. So in this edition, we have added six new essays on the topic. Two essays describe the “how” of planning and conducting remote methods, both moderated and unmoderated. We also include new essays on test participants, on survey questions, and we reveal how your choice of UX research methods may reflect your own epistemological biases. We also flag the pitfalls of remote methods and include a cautionary essay on why they should never be the only UX research method you use.
David Travis has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on UX, and over 30,000 students have taken his face-to-face and online training courses. He has a PhD in Experimental Psychology.
Philip Hodgson has been a UX researcher for over 25years. His UX work has influenced design for the US, European and Asian markets for products ranging from banking software to medical devices, store displays to product packaging and police radios to baby diapers. He has a PhD in Experimental Psychology.