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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

What Clicks with Online Hotel Booking Users and Non-Users

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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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