Life without computers in emerging markets is very different than developed markets, with dense populations and organic, adaptable systems used out of necessity. Conducting research to understand user needs in these environments presents significant challenges. However, the large number of people in emerging markets who have never used computers also creates major opportunities.

1. Paul Adams Google MEX 2008

2. Life is different. No computers. Research is hard.

3. Life in emerging markets is very different from what we know and understand.

4. People. Everywhere.

8. Chaos. Organic structures.

12. Adaptations. Shortcuts. Workarounds.

15. Annotations. Everywhere.

19. One of the biggest opportunities is that most of these people have never used a computer.

20. USA 304 71 India 1133 5 China 1326 16  %

22. One of the biggest challenges is that is that doing research to understand people in these markets is hard.

23. Photo credit: www.flickr.com/photos/numstead/483006337/

25. The impact of scale.

26. Understanding culture.

27. Understanding culture.

28. Understanding culture.

29. Understanding diversity.

30. Understanding diversity.

33. Paul Adams Google MEX 2008 [email_address]