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