Fresh Perspectives Podcast: Design Research for Emerging Markets

30 Apr 2008|Added Value

Emerging markets represent the world’s fastest growing economies. While historically underdeveloped in comparison to the West, these countries are now at the forefront when it comes to investment and growth.  Technology is a key area of growth in these economies. At the company’s annual shareholder meeting, Steve Ballmer said Microsoft’s sales in “BRIC” countries — Brazil, Russia, India and China — will grow to almost $3 billion in fiscal 2008 ending in June from about $1 billion three years ago.

In this podcast Cheskin Emerging Markets Practice leader LiAnne Yu speaks with Microsoft User Experience Researcher Masuma Walji about Microsoft’s approach towards developing products and services for Emerging Markets

Masuma Walji
User Experience Researcher, Unlimited Potential Group, Microsoft

Masuma focuses on gaining insight into Microsoft’s emerging market customers who today do not have access to computing technology or the internet. Drawing on a range of methods across generative and evaluative research, she gathers data from real users, in context, about their needs, behaviors and aspirations. She works with multi-disciplinary product teams to translate this insight into relevant and affordable experiences.

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