Based on the insights from two customers in India, the innovative UI design for improving new customer registration was first launched in India. As a result, we witnessed a 6% increase in new account creation, which in itself is a big win given the Indian population. In the following months, the same design was adopted by the worldwide team, and was launched across all marketplaces. This resulted in 10s of Million$ win worldwide to Amazon. More importantly, it drove comfort with the idea that even qualitative research in India can deliver gains as big as big data worldwide.
Based on the insights from two customers in India, the innovative UI design for improving new customer registration was first launched in India. As a result, we witnessed a 6% increase in new account creation, which in itself is a big win given the Indian population. In the following months, the same design was adopted by the worldwide team, and was launched across all marketplaces. This resulted in 10s of Million$ win worldwide to Amazon. More importantly, it drove comfort with the idea that even qualitative research in India can deliver gains as big as big data worldwide.
For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is pertinent not just across markets but within the same market itself... and gains even more significance in a large and diverse country such as India. This paper puts forth experimental work which re-examines the way quantitative research is done in India in the hope the learnings would find application in other countries which face similar issues. More specifically it brings the consumers' perspective in developing appropriate research design and framing of questions thereby permitting researchers to use scales that would be closer to the consumers' own response pattern and hence elicit a truer response. It also helps identify the differences in the capability to respond to a quantitative questionnaire amongst consumers representing various social strata.