6. Primary Research- Stage 2
Updated: Feb 19
In order to further investigate the topic, I decided to use two more research methods to gain insights from the participants: interviews and cultural probes. I used unstructured and semi- structured types of interviews to approach the participants.
I used unstructured interviews with 10 participants, which helped me to have an open conversation with people and understand their overall viewpoint on the topic. I approached random people in the city of different age groups and started the conversation with a simple question, what do you think about living sustainably in India, then based on the responses the direction of the interview was changed. As, this method did not have any planned questions or activities, it was completely unregulated. Hence, sometimes people were diverted and ended up talking about a completely different topic. But otherwise this method was really helpful as the participants were very comfortable during the interview and the session was very interactive and practical to analyse the participant.
The unstructured interviews presented some ideas, but the project required more concrete information, hence I used those ideas do develop a semi-structured interview. The semi-structured interviews helped to ask some specific questions but empowered participants to take it to another direction if necessary. Some interesting thoughts were shared during the session.
Semi-structured Interview Questions
I started the interview with general questions such as alternatives to high carbon options, reasons behind choosing a high carbon product etc. and then I moved to specific questions related to practices followed by people of Ani Hila, the current resources consumption by the participants and what affects those behaviour choices. I interviewed people of different age group to understand different generation mindsets.
Interview with Ani Hila residents
In order to know in detail about thinking patterns, cultural boundaries and to understand perspectives I used cultural probes with 5 people. They helped me to get most deep insights from participants without intimidating them by being physically present. I formed 5 activities for people to finish in a weeks time. The activities were formed in a way that they reflect how much people were ready to go out of their comfort zone to follow a more green lifestyle and it made them think about extreme situations and then respond accordingly.This method really helped to bring in rich content about diverse perspectives in the design process.
Interview with Ani Hila residents
Cultural Probe Worksheets
Cultural Probe Responses
Based on the responses from both the research methods, I analysed the overall information received by the participants. Firstly, I mapped out the key points from the received information and then analysed the interconnections between the responses. 70% of the people believed that there aren’t many eco- friendly alternatives available in the market and the few available options were expensive. 40% of them felt it was too much effort to be sustainable on daily basis. 15% of the people lacked overall concern for the environment. More than 65% of all the participants expressed that there was a strong need for people to initiate sustainability conversations among their family, friends, neighbours and with self in order to rethink about sustainability and connect with each other.
Both the methods proved to be helpful to gather information about the focused group. I felt activities in the cultural probe were really helpful to get detailed viewpoints and the participants expressed their emotions and thoughts in detail. Which helped me analyse their behaviours and attitudes in various aspects. My next step is to use the findings along with secondary research to start ideating.