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

WhatsApp Image 2025-02-28 at 22.10.24_bc0f4a03

Research Objectives

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

Target Group

  • 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

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