Reimagining user
research for Meta

Helping Meta understand how Indian teens and their parents use the internet

Methods

Participatory research with focus groups of teens and guardians

Meet the client

Visit

Family Center at Meta

Why did we have to do things differently?

India’s diversity across the digital landscape is a challenge when it comes to deducing insights that stay true for a large audience. Parents and children from different socio-economic backgrounds, ethnic groups, as parts of different family structures and parenting styles have different beliefs and concerns for social media platforms. Adding the factor of linguistic diversity makes the entire process even more complex.

Different digital literacy

Different parenting styles

Different attitudes towards social media

A 3-month study across 4 cities to understand social media behaviours of parents & teens

A diverse population meant tailoring the research for different focus groups according to their socio-economic attributes, languages and their corresponding digital literacy.

Tailoring the research for India’s diversity

A diverse population meant tailoring the research for different focus groups according to their socio-economic attributes, languages and their corresponding digital literacy.

Crossing the tech barrier with mobile-friendly research

The unavailability of computers was a technological hurdle in the way of including users with limited digital availability. We created mobile-friendly research to help us tackle that and broaden the scope of the research.

User research with children isn’t child’s play

Getting meaningful insights from children among each other while under adult supervision was a challenge. We re-crafted the steps of the research process to get them to be comfortable and keep them engaged throughout the activity to deeply understand their behaviour.

We designed avatars to keep children engaged in the conversation