Contextual Interviews

Research where your users actually are

Some products can only be understood in context. We take our researchers into the field — homes, workplaces, hospitals, airports — to observe users in their natural environment. While studying natural behaviour, we use a variety of methods: one-on-one interviews, diary studies, focus groups, and direct observation.

We conduct these studies remotely as well as in person, across India in all major cities and rural areas through our mobile and pop-up labs.

Why it matters

Why conduct contextual interviews?

Contextual interviews identify new opportunities and help set the strategic direction for products. This approach allows for formulation of strategies for an untapped market, understanding local context, or assessing the size and value of a particular sector. It helps uncover what users' real needs, perceptions, and preferences are — and what the actual context of use looks like in practice.

What We Deliver

Outcomes you can act on

Deep understanding of user context, environment, and behaviour
Identification of unmet needs and unarticulated pain points
Strategic opportunities in untapped or underserved markets
Insights from diverse geographies — urban, rural, multilingual
Diary study data for longitudinal behaviour patterns
Input for stronger product strategy and roadmap direction

How We Work

Our process

01
Research Design
We define the research questions, select appropriate methods (interviews, observation, diary studies), and map out field logistics.
02
Participant Recruitment
We recruit users who match your target profile — including hard-to-reach segments across cities, towns, and rural areas.
03
Field Research
Our team visits participants in their actual environment, observing natural behaviour and conducting in-depth interviews.
04
Synthesis
We analyse field notes, recordings, and artefacts to extract patterns and build a coherent picture of user needs.
05
Strategic Recommendations
Findings are presented with strategic direction — product opportunities, personas, and journey maps grounded in real observations.