Have you asked these  9 questions to your India vendor?
Is the recruitment  honest ? <ul><li>As a policy, Kern DOES NOT recruit: </li></ul><ul><li>Employees, close friends, and f...
Does your vendor provide  India-centric  insights? <ul><ul><ul><li>Kern helps clients during study design </li></ul></ul><...
Is the testing lab up to  global standards? <ul><li>Kern offers world-class infrastructure: </li></ul><ul><li>Kern’s lab c...
Does your vendor have good  power back-up? <ul><li>India has a recognized and frequent problem of power outages. However, ...
Does your vendor ensure  quality moderation? <ul><li>Kern’s moderators can moderate test sessions in most of the common la...
Does your vendor take  care of participants? <ul><li>Kern has ample parking space. Free valet parking is also available. <...
Does vendor  ensure participants  turn up? <ul><li>Kern provides excellent motivation as well as good compensation for par...
Does the team has relevant  experience? <ul><ul><ul><ul><li>Kern is a boutique usability company and Kern's team is highly...
Do you get  India experience  from your vendor? <ul><li>Kern helps its clients with everything to make their visit to Indi...
Have you asked these  9 questions  to your India vendor?
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9 Questions To Ask Your India Usability Vendor

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The set of 9 essentials questions one must ask its India vendor before conducting Usability Testing in India.

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9 Questions To Ask Your India Usability Vendor

  1. 1. Have you asked these 9 questions to your India vendor?
  2. 2. Is the recruitment honest ? <ul><li>As a policy, Kern DOES NOT recruit: </li></ul><ul><li>Employees, close friends, and family members of employees </li></ul><ul><li>Interaction designers and market researchers </li></ul><ul><li>People who have participated in a related study in the past 6 months </li></ul><ul><li>People who work with competitors or related fields. </li></ul><ul><li>Students (unless the study demands it!) </li></ul><ul><li>Kern recruits from: </li></ul><ul><li>Extensive database of willing participants and through networkers </li></ul><ul><li>Street intercepts </li></ul><ul><li>Internet forums </li></ul><ul><li>Cold calling from yellow pages </li></ul><ul><li>Kern rigorously checks: </li></ul><ul><li>Participants’ language fluency, accent, and communication skills </li></ul><ul><li>Quality of recruitment at two levels to ensure the exact match of the profile </li></ul><ul><li>Kern provides participant details to clients 4 days before the tests </li></ul>1
  3. 3. Does your vendor provide India-centric insights? <ul><ul><ul><li>Kern helps clients during study design </li></ul></ul></ul><ul><ul><ul><li>To prevent wrong recruitment, Kern helps clients understand users and usage patterns in India. Kern helps clients contrast Indian users’ usage patterns with the west. </li></ul></ul></ul><ul><ul><ul><li>Kern passionately localizes screener and study protocol </li></ul></ul></ul><ul><ul><ul><li>Screeners designed in the west do not work well in India due to many reasons – Self efficacy, high power distance, and non-individualistic society. To elicit honest answers from potential participants, Kern localizes the screener and the protocol. </li></ul></ul></ul><ul><ul><ul><li>Kern provides deep cultural insights </li></ul></ul></ul><ul><ul><ul><li>Kern ALWAYS conducts 2-3 hours cultural de-briefing session for visiting clients. This contains insights and interpretations of the observed behavior. This session helps clients take better design decisions. A quick debrief after each session is also done when the participant’s language is not English. </li></ul></ul></ul><ul><ul><ul><li>Kern’s report contains design directions, FREE! </li></ul></ul></ul><ul><ul><ul><li>Kern offers design directions of key observed issues to clients after the study, completely free of charge! And, most clients love this. </li></ul></ul></ul>2
  4. 4. Is the testing lab up to global standards? <ul><li>Kern offers world-class infrastructure: </li></ul><ul><li>Kern’s lab can simulate home, office, retail, or hospital environment </li></ul><ul><li>Air-conditioned testing and observation rooms </li></ul><ul><li>Observation room with very large one way mirror </li></ul><ul><li>Fully digital lab – Morae for recording, tagging, note taking, and analysis </li></ul><ul><li>Specially designed to test portable mobile devices and software interfaces </li></ul><ul><li>32” & 42’’ LCD monitors for observing picture-in-picture (participant & its screen) </li></ul><ul><li>Professional audio setup </li></ul><ul><li>8 Mbps internet connectivity with free wireless Internet connection for observers </li></ul><ul><li>Uninterrupted power back-up using UPS and self-start generator </li></ul><ul><li>On demand video streaming for remote observers </li></ul><ul><li>Bottled water, choice of beverages, full lunch, and snacks for observers </li></ul><ul><li>Separate facility for simultaneous translation </li></ul><ul><li>For testing in rural areas, Kern has: </li></ul><ul><li>A portable and fully digital usability testing lab </li></ul><ul><li>Designed for devices like mobile phones, handheld medical devices, etc. </li></ul>3
  5. 5. Does your vendor have good power back-up? <ul><li>India has a recognized and frequent problem of power outages. However, Hyderabad/Secunderabad is far better than Bangalore and Mumbai. </li></ul><ul><li>Kern has uninterrupted power back-up in place for any contingencies: </li></ul><ul><ul><li>All usability testing equipment including airconditioners run on uninterrupted power supply </li></ul></ul><ul><ul><li>Eight-hour Uninterrupted Power Supply (UPS) unit for running the entire office </li></ul></ul><ul><ul><li>One self-start generator as the second-level backup if UPS starts draining out </li></ul></ul><ul><ul><li>Kern ensures that all tests happen uninterrupted and there is no data loss </li></ul></ul><ul><ul><li>Kern regularly runs rural usability studies on generator back-ups </li></ul></ul>4
  6. 6. Does your vendor ensure quality moderation? <ul><li>Kern’s moderators can moderate test sessions in most of the common languages spoken in India. </li></ul><ul><li>English is spoken in different accents and dialects, the research team is well trained and experienced to handle accents and dialects. </li></ul><ul><li>Kern moderators have extensive experience in questioning and probing techniques. </li></ul><ul><li>Kern’s moderators are experienced to moderate participants with little or no education by using effective analogies and examples to elicit feedback. </li></ul><ul><li>Kern’s team can easily conduct 10 back-to-back usability tests in a day. </li></ul><ul><li>The team chooses right moderators for each session depending on: </li></ul><ul><ul><li>Participant’s langauge </li></ul></ul><ul><ul><li>Participant’s gender, and </li></ul></ul><ul><ul><li>Participant’s social hierarchy </li></ul></ul>5
  7. 7. Does your vendor take care of participants? <ul><li>Kern has ample parking space. Free valet parking is also available. </li></ul><ul><li>Kern has a dedicated team member to take care of participants outside the study. </li></ul><ul><li>Snacks and beverages are provided to participants on demand. This is usually for participants who come early in the morning or late evening from work. </li></ul><ul><li>Many BoP participants are not comfortable with a moderator of a different gender. Kern has a choice of experienced male & female moderators for such participants. </li></ul><ul><li>Kern moderators dress up or dress down to make participants feel at ease with moderators. India is a high power distance country and dressing is an important part of the social hierarchy. </li></ul>6
  8. 8. Does vendor ensure participants turn up? <ul><li>Kern provides excellent motivation as well as good compensation for participants. </li></ul><ul><li>Kern provides participants with time slots of their choice. </li></ul><ul><li>Kern runs studies early morning and late evening for office goers. </li></ul><ul><li>Kern runs studies during weekends for participants who cannot attend during weekdays. Many executives cannot participate during weekdays. </li></ul><ul><li>Participants are sent confirmatory emails, reminder text messages, and phone calls to ensure they turn up. </li></ul><ul><li>Kern provides pick-up & drop services to ensure participants turn up and arrive on time. This also ensures very low drop-outs. </li></ul><ul><li>Many participants are recruited through trusted networkers. This forms a social obligation for participants. </li></ul><ul><li>Kern recruits ample back-ups and floaters for no-shows. </li></ul>7
  9. 9. Does the team has relevant experience? <ul><ul><ul><ul><li>Kern is a boutique usability company and Kern's team is highly specialized and experienced in many domains. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The usability team consists of: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>a . Usability Director: 14 years experience in Usability & User Research. Consulted with large banks, mobile companies, gaming companies, and software product companies. Educated at National Institute of Design (India). </li></ul></ul></ul></ul><ul><ul><ul><ul><li>b. Sr. Usability Engineers: Have engineering degrees with Masters’ in Design/HCI from top Indian and American universities. Have extensive and varied work experience in user research and design of complex systems. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>c. Usability Engineers: Have engineering degrees with Masters’ in Design/HCI from top Indian and American universities. Have at least 2 years work experience in research and design of complex systems. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>d . User Researchers: Have masters/M.Phil degrees in Psychology/Sociology from top Indian universities. Have extensive experience in user research and usability testing methodologies. Worked with large European and American companies to provide user research services in India. </li></ul></ul></ul></ul>8
  10. 10. Do you get India experience from your vendor? <ul><li>Kern helps its clients with everything to make their visit to India and Kern beneficial and memorable. </li></ul><ul><li>Provides guidance and help with Indian visa </li></ul><ul><li>Helps clients find a convenient and in-budget hotel nearby </li></ul><ul><li>Plan your travel to Hyderabad </li></ul><ul><li>Recommends places to visit in India (if on a longer trip) </li></ul><ul><li>Help with sightseeing in and around Hyderabad and accompany them for shopping </li></ul><ul><li>Familiarize them with India, its vibrant people, and diverse culture </li></ul><ul><li>Help understand local food, customs, and langauge </li></ul><ul><li>Kern provides local SIM cards for clients on a longitudinal or large study </li></ul><ul><li>Access to Kern’s hi-speed wireless Internet free of cost before, during, and after the study </li></ul><ul><li>Kern has a dedicated blog to help clients visiting Hyderabad: </li></ul><ul><li>http://kernclients.blogspot.com/ </li></ul>9
  11. 11. Have you asked these 9 questions to your India vendor?

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