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Case Studies

Travel

Lost in Translation: Vernacular Interfaces in Travel Apps

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Research Objectives

Understanding the Vernacular App/web usage behavior and identifying triggers/need for vernacular in travel​

Target Group

Demographics​

  • Male & Female​

  • NCCS A2B1​

  • 30-45 years ​

Approach and Methodology

One-on-One Interview​

  • Lasting up to 60 minutes​

  • At a Central Venue​

Sample Size: 24 IDIs​

Market: Jaipur, Indore & Lucknow​

Usership

  • Online travel booker/explorer in vernacular: PayTM (for Travel)/ Ixigo Train/ Where is my train/ IRCTC/ Any​

  • Offline travel bookers but vernacular e-com bookers: Amazon/ Flipkart/ Paytm Mall/ others​

  • Offline travel bookers but vernacular online explorer: Google search/whatsapp/facebook/ others​

Consumer Immersion

Old Habits Die Hard: Why Travelers Resist Online Booking

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Consumer Immersion

Alexa, Book Me a Room: Voice-Activated Travel’s Future

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Consumer Immersion

Digital Gifting Trends: Why Gift Cards Are Abandoned

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