Generative Reserach

About the Project 

TradeIndia Generative research was initiated to get a deeper understanding of users' concerns and expectations. 

Approach

We decided to combine qualitative and quantitative method to get best results from reserach. Qualitative method chosen was In depth interviews and quantitative method was online surveys. Overall following activities were conducted as a 1 month long research -  

1. Stakeholder interviews 

2. Customer in depth interviews 

3. Online Survey 

4. Google Analytics Analysis 

5. Journey Maps creation 

6. Competition benchmarking 

My Role

I planned the research and provided direction to researchers for the project. Also helped them analyse the data and create report. 

Result 

Generative research provided direction and confidance to the leadership to take certain decisions. We decided that if overall user experience has to be improved, we not only have to redesign certain tasks but also change the frontend technology. Many certain decisions were taken while designing mobile app and website.