January 2012

Immersion: Early Research Overview
Collaboration in Transit: Insights and Exploration for Indian Market
Prep...
Table Of Content

Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers of...
Activities and Deliverables

• Immersion

(13 Jan – 6 Feb)

– Kickoff
– Open exploration
– Trends Research
– High level Re...
About S.Labs

S. Labs was conceived in 2009 as a hybrid, bridge organization that blends the creative
energy of students w...
Table Of Contents

Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers o...
Project Team: Students

Amit Jaiswal

Ekta Paraswani

Ritesh Rajan

Shikha Nambiar

Product Design
3rd Year

Furniture & I...
Project Team: Labs Staff

Atul Saraf

Girish Prabhu

Sr. Innovation Consultant
(Lead Facilitator)

Director
Table Of Content

Introduction
Project Team

Background
Project Objective
Approach
• Identification of spaces
• Enablers o...
Background

The following observations were made in the 1st stage of the
project:
• Size of the middle income groups are s...
Table Of Content

Introduction
Project Team

Background
Project Objective
Approach
• Identification of spaces
• Enablers o...
Project Objective

Gather insights to uncover new product and service opportunities in the area of
“Collaboration in Trans...
Table Of Content

Introduction
Project Team

Project Objective
Background
Approach
• Identification of Spaces
• Enablers o...
Identification of Spaces

Place vs. Space
Place
• Webster definition: A building or locality used for a
special purpose, a...
Identification of Spaces

In- Transit Spaces: The Evolving Roles
Transit space is a metaphor for new urban spaces: forerun...
Identification of Spaces

What is collaboration?
Collaboration is a recursive process where two or more people or organiza...
Identification of Spaces

Synchronous
Advantages
• One of the advantages of synchronous
(virtual) collaboration is its imm...
Identification of Spaces

Asynchronous
Advantages
• Participants can receive the information
when it is most convenient fo...
Identification of Spaces

Identifying various in transit spaces across different sectors
Sectors and their respective tran...
Health Care

Transportation

Education

Recreation

Work spaces

The various transit spaces in a Health Care sector are:
C...
Health Care

Transportation

Education

Recreation

Primary Reason To Go To The Spaces (LHS)

Work spaces
Soft Attributes/...
Health Care

Transportation

Education

Recreation

Work spaces

The various transit spaces in a Transportation sector are...
Health Care

Transportation

Education

Recreation

Primary Reason To Go To The Spaces (LHS)

Work spaces
Soft Attributes/...
Health Care

Transportation

Education

Recreation

Work spaces

The various transit spaces in a Education sector are:
Lob...
Health Care

Transportation

Education

Recreation

Primary Reason To Go To The Spaces (LHS)

Work spaces
Soft Attributes/...
Health Care

Transportation

Education

Recreation

Work spaces

The various transit spaces in a Recreation sector are:
Ba...
Health Care

Transportation

Education

Recreation

Primary Reason To Go To The Spaces (LHS)

Work spaces
Soft Attributes/...
Health Care

Transportation

Education

Recreation

Work spaces

The various transit spaces in a Work Space sector are:
Co...
Health Care

Transportation

Education

Recreation

Primary Reason To Go To The Spaces (LHS)

Work spaces
Soft Attributes/...
Table Of Content

Introduction
Project Team

Background
Project Objective
Approach
• Identification of Spaces
• Enablers o...
Enablers of Collaboration

Privacy

The state of being free from unsanctioned intrusion
The condition of being secluded fr...
Evaluation of soft attributes provided by spaces
High

Medium

Low

Lowest

Constructive
Distraction

Lounge

Appropriaten...
Attributes that enable collaboration in-transit

Connectivity

Constant feedback is a major requirement during instances o...
Enablers Of Virtual Collaboration
Text text text Text text text Text text text Text text text Text
text text Text text tex...
Table Of Content

Introduction
Project Team

Background
Objective
Approach
• Identification of Spaces
• Enablers of Collab...
Immersion Activities

Understanding
the Space

Early User
Research

Concept
Exploration

Early Observations and
Findings

...
Primary Research Methods

• Develop appropriate personas which help establish the possible target users for
future intervi...
Interview Protocol

Collaboration
What does collaboration mean to you?
Give us some examples of how you collaborate.
Is th...
Interview Protocol

Preferred alternate workspaces
Besides home and office where do you like to work?
What aspect of these...
Personas

Pranav Prajapati

Zia Khan

Kabir Malothra

Vinkitha Menon

Financial Analyst
5 lacs

Senior Developer
6.5 lacs
...
Personas ─ 1 of 8

The Aspirer
Single child of an established real estate agent.
Went to a good school and one of the best...
Personas ─ 2 of 8

The Economical
Married to a project leader from IBM. Recently
bought a new 2bhk apartment in Bangalore....
Personas ─ 3 of 8

The Illustrious
Mr. Malothra is divorced. He has a boy (23 years)
who is studying in Harvard and a daug...
Personas ─ 4 of 8

The Philanthropist
She is a workaholic, she works 7 days a week. She
has 3 sons, 2 of them are studying...
Personas ─ 5 of 8

The Freelancer
Anand is a freelance graphic designer. He worked
for a design company for 8 years and th...
Personas ─ 6 of 8

The Multi-tasker
Jessica is married with 2 kids. She has 10 years of
experience working with Leo Burnet...
Personas ─ 7 of 8

The Striver
Varun was born and brought up in Raipur. Studied in
a local school in Raipur. Joined the fa...
Personas ─ 8 of 8

The Perseverant
Riya studied medicine in Delhi and worked there for
a few years before she migrated to ...
Participants

Age group

Entrepreneurs

Employed

Location

25-35

4

2

Bangalore

35-50

1

3

Bangalore
Table Of Content

Introduction
Project Team

Background
Objective
Approach
• Identification of Spaces
• Enablers of Collab...
Next Steps

• Conduct interviews with primary people of interest which fit our target group
• Collect relevant data from t...
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Immersion presentation final_aj,rr,sn (shikha nambiar's conflicted copy 2012-03-19)

  1. 1. January 2012 Immersion: Early Research Overview Collaboration in Transit: Insights and Exploration for Indian Market Prepared by: Amit Jaiswal, Ekta Paraswani, Ritesh Rajan and Shikha Nambiar Atul Saraf (Lead Facilitator)
  2. 2. Table Of Content Introduction Project Team Background Project Objective Approach • Identification of spaces • Enablers of collaboration Primary research methods Next steps
  3. 3. Activities and Deliverables • Immersion (13 Jan – 6 Feb) – Kickoff – Open exploration – Trends Research – High level Report and Focus Setting – Prepare for exploration • Exploration (06 Feb – 18 Feb) • Intervention (20 Feb – 26 Mar) • Recommendations (30 Mar – 27 Apr) We are here
  4. 4. About S.Labs S. Labs was conceived in 2009 as a hybrid, bridge organization that blends the creative energy of students with the disciplined expertise of industry professionals.
  5. 5. Table Of Contents Introduction Project Team Background Project Objective Approach • Identification of spaces • Enablers of collaboration Primary research methods Next steps
  6. 6. Project Team: Students Amit Jaiswal Ekta Paraswani Ritesh Rajan Shikha Nambiar Product Design 3rd Year Furniture & Interior Design 3rd Year Visual Communication 3rd Year Visual Communication 3rd Year
  7. 7. Project Team: Labs Staff Atul Saraf Girish Prabhu Sr. Innovation Consultant (Lead Facilitator) Director
  8. 8. Table Of Content Introduction Project Team Background Project Objective Approach • Identification of spaces • Enablers of collaboration Primary research methods Next steps
  9. 9. Background The following observations were made in the 1st stage of the project: • Size of the middle income groups are set to get bigger • There will be a substantial increase in middle and upper income group consumption • Tier 2&3 cities are going to be the growing opportunity spaces of the future • Informal work & collaborative ways of working are not acknowledged in space design • People are spending more money and time at the airport Based on the above observations, the following questions arose with respect to collaboration-in-transit: • Where do people collaborate? • How do people collaborate in transit? • What is the best way to tap into the waiting time of varied travelers at airports and other waiting areas ? • What factors facilitate or enable collaboration-in-transit? • What tools or channels do people use to collaborate?
  10. 10. Table Of Content Introduction Project Team Background Project Objective Approach • Identification of spaces • Enablers of collaboration Primary research methods Next steps
  11. 11. Project Objective Gather insights to uncover new product and service opportunities in the area of “Collaboration in Transit” that has potential for companies like Herman Miller to promote its brand and grow its market share in India. Target segment: Upper middle SEC – A1, A2, B1
  12. 12. Table Of Content Introduction Project Team Project Objective Background Approach • Identification of Spaces • Enablers of Collaboration Primary Research Methods Next Steps
  13. 13. Identification of Spaces Place vs. Space Place • Webster definition: A building or locality used for a special purpose, a particular region, center of population, or location • A place is the order of things according to which elements are distributed in relationships of coexistence. A place is thus an instantaneous configuration of positions and indicates stability1 Home Space • Webster definition: A boundless three-dimensional extent in which objects and events occur and have relative position and direction • A space exists when one takes into consideration vectors of direction, velocities and time variables Therefore space is composed of intersections of mobile elements2 Hotels Office 1. Transit Space: nomads mobile place; Widianto Utomo, designer 2. Ibid Cafes Clubs n Spa
  14. 14. Identification of Spaces In- Transit Spaces: The Evolving Roles Transit space is a metaphor for new urban spaces: forerunners of globalization processes, and laboratories marked by a new extent of sudden and rapid changes. Flexibility and mobility are the key qualities of a transit space. Current Future • A point that connects one place with another to form movement network • One transit point functions as a midpoint to two or more transit points to facilitate the designated journey Airports Railway St Bus Stop • Transit space will no longer be a point or movement hub from one place to another but will grow as a space where people will be able to live, share, and move from one place to another • The transit space will become a new public space for the people/community that pass by and live within this place Future Offices Future Airports
  15. 15. Identification of Spaces What is collaboration? Collaboration is a recursive process where two or more people or organizations work together to realize shared goals by sharing knowledge, learning and building consensus. It is a deep, collective determination to reach an identical objective.3 Types of Collaboration Synchronous Asynchronous Involves two or more people exchanging information at the same time E.g. Face-to-face meeting or virtual interaction. Involves an exchange of information at different times E.g. Email 3. Definition from Wikipedia: http://en.wikipedia.org/wiki/Collaboration
  16. 16. Identification of Spaces Synchronous Advantages • One of the advantages of synchronous (virtual) collaboration is its immediacy. You can send and receive information right away Disadvantages • All the parties involved must be ready and willing to collaborate at a given moment or the session does not work as well Face to Face • Although instant messaging, chat and other such tools are becoming more common, they are still not as ubiquitous as technology such as email Video Conferencing
  17. 17. Identification of Spaces Asynchronous Advantages • Participants can receive the information when it is most convenient for them. There is less pressure to act on the information or immediately respond in some way • Some forms of asynchronous collaboration, such as email, are ubiquitous E-mail Disadvantages • It lacks a sense of immediacy and drama • The lack of immediacy means that information can be out of date by the time someone views it
  18. 18. Identification of Spaces Identifying various in transit spaces across different sectors Sectors and their respective transit spaces were identified where various types of collaboration occurs Healthcare Transportation Education Recreation Work-Spaces
  19. 19. Health Care Transportation Education Recreation Work spaces The various transit spaces in a Health Care sector are: Cafeterias, Lobby, Elevator, Parking Space, Gardens etc.
  20. 20. Health Care Transportation Education Recreation Primary Reason To Go To The Spaces (LHS) Work spaces Soft Attributes/Enablers (RHS) 100% High 90% Interaction 80% Meeting Colleagues 70% 60% Exchange of Ideas 50% Medium 40% Meeting Patients Breaks Interaction 30% Personal Meetings CAFETERIAS LOBBY/ RECEPTION AREA STAIRWELLS/ PARKING LOTS/ SMOKING ZONES CORRIDORS/ HALLWAYS/ LANDINGS Spontaneous Exchange of Ideas Connect Informal Spontaneous Casual Take a Breather Laid Back Distraction Informal Breaks Comfort Casual Connect Ambience Informal Meeting Clients Comfort Casual Take a Breather Laid Back Ambience Informal 0% Planning Comfort 10% Distraction 20% Low
  21. 21. Health Care Transportation Education Recreation Work spaces The various transit spaces in a Transportation sector are: Taxi Stops, Bus Stops, Railway Stations, Airports (mostly Waiting Rooms, Lounges)
  22. 22. Health Care Transportation Education Recreation Primary Reason To Go To The Spaces (LHS) Work spaces Soft Attributes/Enablers (RHS) High 100% 90% 80% Pick/Drop Somebody Book Tickets Pick/Drop Somebody 70% 60% Pick/Drop Somebody 50% Medium 40% 30% AIRPORT RAILWAY STATION BUS STOP Privacy Laid Back Connectivity Ambience Casual Informal To Commute Comfort Privacy Laid Back Connectivity Ambience Casual Informal To Commute Comfort Privacy Laid Back Ambience Casual To Commute Informal 0% Comfort 10% Connectivity 20% Low
  23. 23. Health Care Transportation Education Recreation Work spaces The various transit spaces in a Education sector are: Lobby, Cafeterias, Staircase Landings, Library
  24. 24. Health Care Transportation Education Recreation Primary Reason To Go To The Spaces (LHS) Work spaces Soft Attributes/Enablers (RHS) 100% High 90% Group Preparation 80% Gather Information 70% 60% Feedback Sessions Quick Discussions 50% Medium 40% 30% CAFETERIAS LIBRARY/ STUDY HALLS CORRIDORS/ HALLWAYS/ LANDINGS Spontaneous Distraction Silence Unguarded Free Exchange of Ideas Comfort Privacy Silence Unguarded Free Study Comfort Privacy Ambience Casual Informal 0% Planning Comfort 10% Laid Back Breaks Connectivity 20% Read Low
  25. 25. Health Care Transportation Education Recreation Work spaces The various transit spaces in a Recreation sector are: Bars, Parks, Cafes, Food Court, Parking Lots etc.
  26. 26. Health Care Transportation Education Recreation Primary Reason To Go To The Spaces (LHS) Work spaces Soft Attributes/Enablers (RHS) 100% High 90% Meetings 80% Hangout 70% Hangout Hangout 60% Socializing 50% Medium Music 40% Meetings 30% Shop COFFEE SHOPS RESTAURANTS PUBS MALLS/ EXHIBITIONS Noticed Sense of Esteem Distractions Ambience Eat/Drink Informal Noticed Sense of Esteem Distractions Ambience Eat/Drink Informal Valued Sense of Esteem Semi-Formal Privacy Silence Ambience Eat/Drink Comfort Privacy Silence Unguarded Flexible Ambience Eat/Drink Informal 0% Comfort 10% Comfort Socializing 20% Low
  27. 27. Health Care Transportation Education Recreation Work spaces The various transit spaces in a Work Space sector are: Cooler Area, Lobby, Smoking Area, Cafeterias, Printing Corner, Staircase
  28. 28. Health Care Transportation Education Recreation Primary Reason To Go To The Spaces (LHS) Work spaces Soft Attributes/Enablers (RHS) 100% High 90% 80% Personal Conversation Personal Conversation Connect 70% Interaction Enhance Relationships 60% Personal Conversation Interaction 50% Lunch Meeting Medium 40% Feedback Session 30% Interaction CAFETERIAS COFFEE MACHINES/ WATER COOLERS STAIRWELLS/ PARKING LOTS/ SMOKING ZONES OUTDOOR RETREATS Distractions Energizing Unwind Ambience Connect Informal Soothing Distractions Unwind Informal Breaks Comfort Energizing Distractions Unwind Breaks Informal Unwind Ambience Breaks Informal 0% Comfort 10% Distractions Energizing 20% Comfort Team Building Low
  29. 29. Table Of Content Introduction Project Team Background Project Objective Approach • Identification of Spaces • Enablers of Collaboration Primary Research Methods Next Steps
  30. 30. Enablers of Collaboration Privacy The state of being free from unsanctioned intrusion The condition of being secluded from the presence or view of others Proximity The distance between two people physically present before each other Informal Not of a formal, official, or stiffly conventional nature Appropriateness Constructive Distraction Suitable for a particular person, condition, occasion, or place. Note: Appropriateness of a space is subjective and dependent on the primary intent in mind. Form of distraction which breaks the monotony or continuity in a task yet acting as a positive source or form of relaxation/breather/amusement or inspiration.
  31. 31. Evaluation of soft attributes provided by spaces High Medium Low Lowest Constructive Distraction Lounge Appropriateness Cafes/Pubs Informal Constructive distraction Appropriate ness Privacy Staircase landings Privacy Proximity Informal Appropriate ness Lobby Proximity Appropriateness Privacy Informal Cafeteria Informal Proximity Privacy Appropriate ness Privacy Informal
  32. 32. Attributes that enable collaboration in-transit Connectivity Constant feedback is a major requirement during instances of virtual collaboration which can only be fulfilled if there is instant connectivity Security Certain work environments require a secure network for collaboration, which is perhaps a crucial point for virtual collaboration Quality Better collaboration can happen in environments which provide an infrastructure dedicated to virtual collaboration Variety An array of tools which can be utilized appropriately, catering to the immediate need of the collaboration
  33. 33. Enablers Of Virtual Collaboration Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Variety Connectivity Security Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Collaboration Quality “I wish even start-ups like us could have access to the facilities provided by companies like Infosys.” Ranjith Kartha
  34. 34. Table Of Content Introduction Project Team Background Objective Approach • Identification of Spaces • Enablers of Collaboration Primary Research Methods Next Steps
  35. 35. Immersion Activities Understanding the Space Early User Research Concept Exploration Early Observations and Findings Focus Setting Research Preparation Trends Research
  36. 36. Primary Research Methods • Develop appropriate personas which help establish the possible target users for future interviews and probing • Develop an interview protocol and probing tools which assist in extracting relevant data from the possible interviewees • Tools to be used for interviews: – Questionnaires – Cue cards – Situation cards (generate imaginary scenarios taking cue from real life situations) – Map (to ascertain the places the interviewee travels to and thus build questions on that)
  37. 37. Interview Protocol Collaboration What does collaboration mean to you? Give us some examples of how you collaborate. Is the collaboration physical/virtual? What are the different tools you use to collaborate? Do you collaborate for reasons other than work? Frequency and mode of work related travel How often are you on the move? How do you travel - Airways, transit railways etc. ? Destination – domestic, international ? Do you work (alone/colleagues) while travelling? Do you collaborate while travelling/in-transit? Instances of collaboration during transit What enabled/prohibited the collaboration? What were the tools used for communication? Pain points Improvement areas for better collaboration What aspects could you possibly improve upon for future collaboration? What new service /product would you like to have in that space in the future?
  38. 38. Interview Protocol Preferred alternate workspaces Besides home and office where do you like to work? What aspect of these places enables collaboration? Hobbies which involve interacting with people Are you part of any club/NGO/ organization ? Tell us about it and your role in it? Where do these activities/meetings take place? Anything you would like to improve about it?
  39. 39. Personas Pranav Prajapati Zia Khan Kabir Malothra Vinkitha Menon Financial Analyst 5 lacs Senior Developer 6.5 lacs General Manager 1.5 crs Director 1.5 crs Anand Kumar Jessica D'souza Varun Podar Riya Rai Freelancer 12 lacs Creative Associate 11 lacs Proprietor 50 lacs Doctor 35 lacs
  40. 40. Personas ─ 1 of 8 The Aspirer Single child of an established real estate agent. Went to a good school and one of the best B-schools in India. Owns a Hyundai i10 car and drives the car to work everyday. Covers a travel distance of 35kms from home to work and back. Also owns a 1961 Bullet which is in mint condition, gets a ridiculous price for the bike every week; but will never sell the bike as it is his grandfather's first bike. Spends about ~300 rupees daily. Meets his friends daily for a beer or two. Loves his new Blackberry Bold 3 as he lost his iPhone last week. Name Age Pranav Prajapati 27 Working For Citigroup Qualification MBA Designation Salary per year No. of Dependence Lives in Likes Friends and colleagues are the major influencing factor. Also blog references to judge a product before purchasing. Wants to get married in 2 years. Also expecting a promotion soon. Financial Analyst 5 lacs Nil Mumbai Movies, Music, Reading, Sports & Travelling Spending Power Rational Buyer Low Medium High
  41. 41. Personas ─ 2 of 8 The Economical Married to a project leader from IBM. Recently bought a new 2bhk apartment in Bangalore. She and her husband go together to work in their company bus. They own a Hyundai Accent bought when they got married 3 years back. She contributes part of her salary to her parents who live in Pune. Husband is the major influence on any major product purchase. However, she spends on shopping clothes, but it is usually under Rs 1,000 in a month. Name Age Zia Khan She wants to take a trip to Europe with her husband in the future. 27 Working For IBM Qualification IITian Designation Salary per year No. of Dependence Lives in Likes Senior Developer 6.5 lacs 2 Bangalore Movies, Reading, Dancing & Shopping Spending Power Rational Buyer Low Medium High
  42. 42. Personas ─ 3 of 8 The Illustrious Mr. Malothra is divorced. He has a boy (23 years) who is studying in Harvard and a daughter (20 years) who is doing her bachelors in mass media. He likes visiting his club to play golf and meet with his friends. He thinks it i5s also a good source to stay connected and get future business. He owns 2 Cars, a Honda Accord for himself and a Toyota for his daughter. He has worked with Taj for 14 years and has served 8 years as the General Manager. He has 20 years of experience in hospitality industry. Name Age Kabir Malothra 54 Working For Taj Group Qualification Choices are mainly influenced by friends. Also is often inclined by the choice of his daughter, this is mainly to do with house or clothes. Is focused to open 2 more Taj hotel in India with state of the art interiors and décor. B.Sc., MBA Designation Salary per year No. of Dependence Lives in Likes General Manager 1.5 crs 2 Delhi Art Collector, Golf, Clubs and Cars Spending Power Rational Buyer Low Medium High
  43. 43. Personas ─ 4 of 8 The Philanthropist She is a workaholic, she works 7 days a week. She has 3 sons, 2 of them are studying engineering and one is in junior college. She is into social activities, often involved in fundraising events for under privileged kids. She is also one of the founding member of an NGO. Husband is a lawyer and has his own law firm which caters to only corporate joints. She usually consults her sons with any kind of purchase for home décor purpose. Investments are done by their financial advisor. Name Age Vinkitha Menon 54 Working For Ford Motors Qualification ME, MBA Designation She intents to take voluntary retirement in the next few years as she wants to put her entire time in her social activities. Director Salary per year No. of Dependence Lives in Likes 1.5 crs 5 Noida Charity, Cooking, Reading Spending Power Rational Buyer Low Medium High
  44. 44. Personas ─ 5 of 8 The Freelancer Anand is a freelance graphic designer. He worked for a design company for 8 years and then quit as he wants to take up projects which interest him. He is married to a dietician and has a 5 year old kid. He lives in a bungalow in Pune with his wife, kid and mother. He also owns few commercial spaces in Pune which he has rented out. He makes ~75,000 as rent per month. He is the decision maker of the house. Name Age Anand Kumar He intends to start his own design firm in the next 4 years. He also is very focused about his son’s future and does his investments very wisely. 35 Working For Ogilvy Qualification Bcom Designation Salary per year No. of Dependence Lives in Likes Freelancer 12 lacs 2 Pune Electronics, Clubs, Parties, Gardening & Travelling Spending Power Rational Buyer Low Medium High
  45. 45. Personas ─ 6 of 8 The Multi-tasker Jessica is married with 2 kids. She has 10 years of experience working with Leo Burnett. Her husband is a software engineer with Wipro. She has been brought up in Goa and studied in a state school and completed her Bach in Mass Media from St. Xavier's, Mumbai. She loves to paint, she has a room in her house which she has converted into an art room. She likes to teach her children drawing and painting. She also plays the violin. They make it a point to got to Lonavala every Sunday, which is 120kms for lunch, as their friend owns a restaurant there. Name Age Jessica D'souza 35 Working For Leo Burnett Qualification Bach in Mass Media Designation Salary per year No. of Dependence Lives in Likes Her product choices are generally a collaborative decision made by her husband and her. Her priority is her kids and she would go to any extent to provide them with the best amenities which she missed growing-up. Creative Associate 11 lacs 2 Mumbai Reading, Painting, Music and teaching Spending Power Rational Buyer Low Medium High
  46. 46. Personas ─ 7 of 8 The Striver Varun was born and brought up in Raipur. Studied in a local school in Raipur. Joined the family business at the age of 28 after he got married. He has 2 boys both studying in international schools. Owns a Skoda Superb and lives in a villa in Raipur in a joint family. His company has built a couple of commercial buildings, malls and other buildings as per request. He loves is new iPhone which was gifted to him by one of his friends for his birthday. His product choices are influenced by friends and brothers but he is the decision maker of the house being the eldest son of the family. Name Age Varun Podar 41 Working For Builder Qualification Bcom Designation Salary per year No. of Dependence Lives in Likes He intends to build a high profile residential complex in Raipur with only 2Bhk and above. He plans to buy few plots for construction in the near future. Proprietor 50 lacs ~5 Raipur Cars, Mainstream Movies, Clothes, Food and Gold things Spending Power Rational Buyer Low Medium High
  47. 47. Personas ─ 8 of 8 The Perseverant Riya studied medicine in Delhi and worked there for a few years before she migrated to Calcutta to take care of her parents. She is married and has a daughter who is 14 year old. Husband is a dentist in the same hospital. She owns a Maruthi Swift which she bought 3 months back; her last car was a Maruthi Zen which she got as a gift from her father when she got married. Husband owns a 3BHK flat in Calcutta. Product choices are generally made by her husband and the daughter. Name Age Riya Rai She wants to complete her MD before her daughter goes to college 41 Working For Calcutta Hospital Qualification MBBS Designation Doctor Salary per year 35 lacs No. of Dependence Lives in Likes 3 Calcutta Reading, Classical Music, Art gallery etc. Spending Power Rational Buyer Low Medium High
  48. 48. Participants Age group Entrepreneurs Employed Location 25-35 4 2 Bangalore 35-50 1 3 Bangalore
  49. 49. Table Of Content Introduction Project Team Background Objective Approach • Identification of Spaces • Enablers of Collaboration Primary Research Methods Next Steps
  50. 50. Next Steps • Conduct interviews with primary people of interest which fit our target group • Collect relevant data from the interviewees using the probe tools. • Generate insights to help develop new products/services for collaboration in transit

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