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Lost in Translation: Vernacular Interfaces in Travel Apps and User Adoption

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Research Objectives

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

Approach and Methodology

One-on-One Interview

Lasting up to 60 minutes

At a Central Venue

Sample Size: 24 IDIs

Market: Jaipur, Indore & Lucknow

Target Group

Male & Female

NCCS A2B1

30-45 years

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

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