AI & Cultural Immersion
AI in India, USA, & Brazil:
A cultural immersion
Our client needed insights to keep up with the pace of AI innovation and development.
We helped them reach deep and nuanced understanding of customer AI expectations and needs across the world.
We led cultural immersion research in India, the USA, and Brazil to help our client gather comprehensive data on customer perceptions and use of AI and their specific AI-powered products.
We produced foundational data that will drive their AI strategy and improve their existing solutions.
Phoenix, USA
Mumbai, India
São Paulo, Brazil
Research Goal & Questions
The client sought to conduct comprehensive research to gather nuanced understanding of AI perceptions and use and general day-to-day digital activities in both advanced and developing markets.
Ultimately, the client wanted to uncover pain points that new AI solutions could solve for and understand the user experience of their existing AI products.
What cultural and regional factors influence AI perceptions, comfort levels, and trust?
How do cultural and regional factors influence technology and device use?
What features and functionalities do users value most in AI?
What jobs do users typically complete in their day-to-day lives? What challenges can AI solve for them as they complete these jobs?
What are users’ perspectives of the client brand? What are delighters and pain points of the user experience of their existing AI solutions?
Our Methods & Activities
In the Field
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N=28 participants who ranged in their occupations, AI fluency, and computer confidence
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Remote diary study and 90 minute in-person, in-home interviews
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One week in the field per market
Along with diary entry collection focused on daily digital activities and in-home ethnographic sessions, we also used the following methods to produce culturally-informed insights related to our research questions:
Cultural immersion guides with information on demographics, political context, digital and AI adoption, religion, cultural practices, and more in each market
Local researchers who provided depth and contextualization to insights
Curated visits to important cultural and geographical landmarks and local dining experiences
Conducting in-home interviews in India
In-situ data collection
Local researcher in India
Local researcher in Brazil
Home visits in Brazil
Local researcher in the US
Impact
Implications for AI development were gleaned from cultural insights and themes.
Identified user archetypes based on AI perceptions and behavior that will drive product development.
Market-specific, daily Jobs To Be Done and related challenges and workarounds provided direction for new product design.
Findings and recommendations were used as a starting point for AI solution ideation.