Project Description

Improving Parenting Service In India

Ethnographic Research on Indian Parents.

Background

Our client for this project was a Gurugram based early-stage startup focused on providing parenting services. Their target customers were the parents of children aged 1 to 5 years old. They wanted to have user research with Indian parents to have a better understanding of their target customers.

Brief

The focus of the study was on understanding the interaction between parents of children aged 1 to 5 years old and daycare centres in India. The goals were to find out parents’ awareness levels about child development issues, what is their journey of searching for a daycare centre for their children.

Methodology

 A team of experienced UX researchers carried out ethnographic research targeting parents living in Delhi-NCR region.

The project organisation involved recruiting participants who were parents of children aged 1 to 5 years old. 

The team visited the homes of the parents and observed their daily routine and their interaction with their children. To meet the study goals, the team asked a set of questions and then they observed the interaction between parents and children in their home environment.

For this study, we used our standard methodology of ethnographic research. The team took photos and audio recordings from the study and included them with the final report.

Quick Facts

• Ethnographic Research with parents and children at their homes
• Parents’ awareness level about child development issues
• Parents’ journey of searching for a children daycare centre
• Actionable recommendations

Results

The ethnographic research gave a rich understanding of the parents’ awareness level about child development issues. It also helped to see the journey of searching for a children daycare centre from the parents’ perspective.

 “User research for UX design is a new field and requires an arduous amount of work that can only be delivered if one is driven by passion. Our product benefited a lot from the on-ground research done by Ethnity.”, said the startup founder, the client.

The startup continues to improve their product they want to offer to the target customers and retained Ethnity for consulting on the user experience of their service.

 “User research for UX design is a new field and requires an arduous amount of work that can only be delivered if one is driven by passion. Our product benefited a lot from the on-ground research done by Ethnity.”

Client- Startup founder