Indian cultural effects on user research methodologies.

Modern user research techniques such as Think Aloud usability testing were mainly designed and refined in Europe and North America. These techniques perform substantially differently in traditional Indian culture due to the participants' perception of social status differences between them and the moderator(s). Understanding and controlling these effects can make the difference between a successful research project and one that gains little reliable data. Examples are cited from India-based user testing and open-ended field research by Kern Communications for Nokia's Ovi Mail and Nokia Life Tools services in January 2009.