A couple of little cultural tidbits about cars and car users in India. Param writes

the cup holder, that’s now there almost by default in the newer Indian cars, is hardly used for keeping coffee or any other drink for that matter. This is one of those classic examples of how you blindly re-use a concept from the West and include it in your design it in a different country. And what people actually end up using it for in India is, keeping some currency/change or keeping your mobile phone.

and USATODAY tells us that

the head of BMW Asia says the defining characteristic of Indian consumers is their desire to buy every available feature.

“What the Indian consumer wants is the latest technology, and in the premium car segment, they’re looking for a fully loaded car,” Linus Schmeckel says. “They don’t like to be seen as second-class consumers.”

A couple of weeks ago there was some concern over the SF Indian Consulate getting rid of old visa applications in a very insecure manner:

Thousands of visa applications and other sensitive documents, including paperwork submitted by top executives and political figures, sat for more than a month in the open yard of a San Francisco recycling center after they were dumped there by the city’s Indian Consulate.

The documents, which security experts say represented a potential treasure trove for identity thieves or terrorists, finally were hauled away Wednesday after The Chronicle inspected the site and questioned officials at the consulate and the recycling facility.

The article goes on to detail what data about what types of people they found in their examination of the site and the expected quotes from security experts about what type of risk this creates.

Having gone through the visa application process ourselves for our trip to India last January, it’s a little disturbing to read that

a sampling of documents obtained by The Chronicle indicate that the boxes contained confidential paperwork for virtually everyone in California and other Western states who applied for visas to travel to India between 2002 and 2005.

But I was sadly amused by the response from the consulate

Consul General Prakash said there may be a cultural dimension to the level of outrage related to the incident among Western visa applicants.

“In India, I would not be alarmed,” he said. “We have grown up giving such information in many, many places. We would not be so worried if someone had our passport number.”

Deputy Consul General Sircar said that in other countries, Indian officials are able to go to the roofs of their offices and burn documents they’re no longer able to store.

“In America, you cannot do that,” he said.

You can just hear the bristling bureaucratic response, colored with that cliched “no-problem”!

A few tidbits from this story

On a recent Friday morning in the southern India city of Hyderabad, one of the country’s biggest companies, Reliance, plunged into the retail market by opening 11 neighborhood supermarkets simultaneously across the city.

The stores offer customers long, clean, brightly lit aisles lined with deep black plastic bins full of produce, all clearly labeled with prices. There are even modern juice bars near the exits.

“I’m already a Reliance fan,” said one early customer, Amrit Dugar, a wedding planner. “I use them for my telecom and petrol.”

Such a different notion of brand. Phone company, gas station, grocery store? Seems like these large companies in India have unique combinations of holdings, but their brands transcend their categories.

India has only a few dozen very large supermarkets, but Reliance plans to change not just the scale of what Indian retailers have seen before, but also the way they get products to market.

The Reliance Fresh stores are a mere fraction the size of the average Western supermarket, but huge compared to the majority of Indian shops; fewer than 5 percent of the country’s stores are more than 500 square feet. In three to six months, Reliance Retail will open a few flagship stores with about 100,000 square feet of space each (the average Wal-Mart is 85,000 square feet) focusing on foods, not manufactured goods.

It plans to spend $5.6 billion to open more than 4,000 stores in 1,500 towns, cities and villages over the next four years, exceeding 100 million square feet of retail space.

The article goes on to describe the coming of retail in a big way, beyond just Reliance, and the impact that this can have on small businesses, and on employment in India. The numbers in this story, the size of the country and the tiny-ness of the current retail footprint and the plans — all are mind-boggling.

Charles Frith emailed a question that he hoped I could address here

Is ethnography more suited to shedding light and depth on peoples relationships with some products or services over others? Are there times when it’s completely unnecessary?

That’s a two-parter! I’ll take a shot at this all, but I hope that others will jump in to clarify, correct, disagree, or whatever.

Are there times when ethnography is completely unnecessary?! Absolutely. But your second part is about time and your first part is about category. In terms of time, in terms of the process of developing a product or service, there are different types of research that may be more or less appropriate at different points along that process. There’s no overall answer, for me, it always depends.

For example, who is the organization? What do they know about the category, or the customer, or the channel, or the market, at this point? Is it a new product in a new category, or a redesign of something they’ve been doing before that they are improving? These are all facets of “what do you need to know more about?” I guess.

The best times to do any sort of customer research (and sorry if this is obvious) is when you can take some action with the results. If there are decisions to be made and they need informing by a user/customer perspective, then try to do that research ahead of time.

Depending on how you define ethnography, you may wish to see it only as a discovery process, as something that happens early on to define needs so that you can create solutions to match those needs. But putting solutions – prototypes – back into that conversation as a way to further validate the needs or dive deeper into them is a great way to go. You can read a case study of ours here that relates how an early prototype was taken into homes in order to have a more meaningful discussion about what the needs were and how this product could address those needs. You can always hold back your artifact for some portion of your session; that’s a standard technique we use.

As far as categories of products and services go, I don’t see that as a big dividing line in terms of the usefulness of research (and I’m speaking about research in general, whatever methodology you want to consider, some way of bringing customer perspectives into your design and decision process). I’d point again to the organization and its process as the crucial gating factors.

And

Also, are there precedents for ethnographic research in Asia?

Wow – two opportunities to cite DUX conference papers in one blog post. This PDF uses research in Japan (conducted by us, and by Adobe, over several years) as a template for considering research in global locations.

I think there’s two flavors here: Global companies coming to Asia to understand these markets, and Asian companies doing for their own domestic markets something like ethnography. For the first, absolutely. Japan, China, and India have all been high-profile destinations for user research (and in case anyone wonders, we are very keen to go back and do some more). For the second, I hear more about India, specifically, with an increasing drive by Indian companies to understand how their products and services will be received. A colleague in India does a regular audit of teenager attitudes for MTV India. I don’t know in much more detail the market for this sort of thing in any part of Asia, only the different anecdotes I’ve collected from various Asian colleagues.

Should I also re-plug CultureVenture at this point? For companies looking to get a handle on these other markets, this is our service to drive inspiration through immersion. Facilitated hanging out, if you will?

How’s that Charles? I hope you’ll add some follow up questions in the comments.

We have some time before we can expect to be driving Chinese cars.

Despite growing anxiety that the Chinese would quickly seek to conquer yet another important industry, it now looks as if it will be at least another several years before Chinese automakers start exporting large numbers of cars they both design and make. They had intended to start selling their own brands in the United States as soon as 2007 but have pushed off their plans by a couple of years.

And now, some Chinese auto executives admit, it could be as late as 2020 before they will be ready to take on the world auto market.

That’s not to say that the Chinese will not follow in the footsteps of Japanese automakers, who first sent over chintzy cars that were roundly criticized, only to set new standards for the industry in later years.

Still, despite China’s manufacturing prowess, it is, for now, proving a lot harder than automakers here anticipated to make cars that appeal to Western tastes.

Here’s a story about who these Indian engineers are, or aren’t. Frankly, I was glad to see this article, not for protectionist reasons, but simply to acknowledge that we’ve got dramatically different cultures around work, collaboration, education, success, and everything else, and that’s obviously going to play out in the hiring/working space.

India still produces plenty of engineers, nearly 400,000 a year at last count. But their competence has become the issue.

A study commissioned by a trade group, the National Association of Software and Service Companies, or Nasscom, found only one in four engineering graduates to be employable. The rest were deficient in the required technical skills, fluency in English or ability to work in a team or deliver basic oral presentations.

And finally here’s yet another story about Americans working for Indian firms (I last blogged about it here)

For the job seekers, India represents a new kind of ticket. Katrina Anderson, 22, a math major from Manhattan, Kan., accepted the Infosys offer because, she said, it provided the most extensive training of any company that offered her a job.

An added bonus was the chance to travel halfway around the world. “Some people were scared by the India relocation,” she recalled. “But that pretty much sold it for me.”

When she finishes the training in January, Ms. Anderson, a graduate of the University of Notre Dame, will return to the United States, to work in the Infosys office in Phoenix.

For the Americans at Infosys, culture shock combines with surprising discoveries. Mr. Craig and Ms. Anderson admitted to having their stereotypes of India quickly upturned. Mr. Craig expected elephants and crowded sidewalks; Ms. Anderson expected stifling heat and women who covered their heads.

The Infosys training center, with its 300 acres of manicured shrubbery, is a far cry from the poverty of much of this country. There is a bowling alley on campus, a state-of-the-art gym, a swimming pool, tennis courts and an auditorium modeled on the Epcot Center.

Mr. Craig, who still calls home nearly every day, says he has made an effort to teach himself a few things about his new, temporary home. He has learned how to conduct himself properly at a Hindu temple. He makes an extra effort to be more courteous. He has learned to ignore the things that rattle him in India – the habit of cutting in line, for instance, or the ease with which a stranger here can ask what he would consider a deeply personal question.

“I definitely feel like a minority here,” he said, sounding surprised at the very possibility.

Ms. Anderson has tried to ignore what she sees as a penchant for staring, especially by men. She has donned Indian clothes in hopes of deflecting attention, only to realize that it has the opposite effect. She has stopped brooding quietly when someone cuts in line. “I say, ‘Excuse me, there’s a line here.’ “

Molly Steenson recently gave an excellent presentation at Giant Ant, describing her work in Bangalore with Microsoft Research. My notes are at Core77.

Sure, I’ve been getting spam for/from other continents for a long, long, long time, but still I was amused by spam I got today:

Subject: Wish You Very Happy Diwali

Dear Sir/ Madam,

Best wishes to you and your family for a Very Happy Diwali and a Pleasant,
Healthy and Prosperous New Year. May the festival of lights brighten up
your life in every possible way !!

We sincerely wish to extend our support for any of your corporate needs in
following areas. (products/services).

[snip]

Hitler Cafe
Originally uploaded by Poagao.

This MetaFilter thread has lots of the needed jokes but also many other examples in the US and elsewhere of dictator kitsch, or at least questionable political (in)sensitivity in the naming of restaurants.

And today we learn they are going to change the name of the restaurant.

I’m still facinated by the different cultural norms this exposed. In the West we’ve been laughing in confused outrage over how some cartoons could upset Muslins. But the paper yesterday had a quote from a student who said basically “Hitler was a bad man, but that doesn’t mean I can’t eat the food here.” It’s ludicrous until you stop for a minute – the connection we draw between eating at a place named after Hitler and belief or support for his actions is not necessarily a universal one. Any more than cartoon images in a Danish newspaper are understandably offensive to us.

A new restaurant in Mumbai is called “Hitler’s Cross.”

A huge portrait of a stern-looking Fuhrer greets visitors at the door. The cross in the restaurant’s name refers to the swastika [originally a Hindu icon – SP] that symbolized the Nazi regime.

“This place is not about wars or crimes, but where people come to relax and enjoy a meal,” said restaurant manager Fatima Kabani.

Now that is some serious PR spin! All you need is “our consumers tell us that…” and it’d be in the top 10 of all time.

It reads like a marketing class exercise (or dare), doesn’t it? Find some way to take the most negative thing imaginable and productize it or present it as a benefit or a brand.

Truck o’ bikes

Browsing Cow

Yesterday’s episode of 30 days was pretty interesting. The show is hosted (and presumably created) by Morgan Spurlock and is inspired by his Super Size Me (where he ate only McDonald’s for 30 days). In each episode, someone tries something different for 30 days, with some Reality TV flavoring (i.e., next week, an athiest lives with a family of fundamentalists). The better episodes are more documentary in nature and less sensastionalist. Last season, Morgan and his girlfriend moved from NYC to another town for 30 days and tried to live on minimum wage. It was one of the most moving and disturbing things I’d seen on TV (it’s a failure, and we learn pretty directly about enormous problems faced by our society; especially the poor).

Last night’s episode featured a recently laid off software engineer from New York State moving to Bangalore for 30 days, living with a family and working in a call center. The previews were funny and wacky, a big doughy white guy sitting in a room full of brown people taking lessons in pronunciation – but the episode itself was very emotional on many levels.

My chest tightened as I watched our guy, Chris, struggle with the basic Maslow stuff that India makes challenging – his middle-class family hosts had a hornet’s nest in the bathroom. How could Chris get a job and adapt to this new culture if he couldn’t even clean himself safely? We see broken sidewalks and dirty signs and crowds and crazy traffic.

But Chris goes deeper and develops (what we are told are) deep relationships with his host family, with some touching departure stuff by the end of the episode. He’s an interesting guy, and I was reminded at times of the Michael Moore from TV Nation (or maybe a bit of Louis Theroux [deep aside: I see that Theroux had an early gig on TV Nation – small world]), where Chris was participating in the experience (say, going shopping in a fancy Bangalore mall, or attending a festival, or taking a test to qualify for a call center job, or visiting a placement agency), but also observing the experience (some tightly written and insightful voice-overs suggested that Chris was spontaneously uttering brilliant insights but I imagine it was written by others and added much later) and also provoking the experience by asking questions, persistently. When the city is exploding in riots over the death of a legendary actor and the call center is being evacuated, Chris stops to ask questions about what is happening, and why. I imagined myself taking immediate action but not spending a single second to inquire if it would delay my passage to safety (in an environment where feeling safe is obviously rare).

Chris (and we, the audience) leave Bangalore with some powerful perspective shifts. He’s seen how hard the Indians are trying to succeed, how little so many of them have, the challenges and changes between traditional and modern (“American” and “Indian”), and between men and women. And then casting all that back into the frame of his own situation – a newborn baby and being out of work.

The show runs Wednesday at 10 and again at 11, on FX. It looks like this episode (“Outsourcing”) will be rerun on Morning morning just after midnight and at 11:30 PM. Check it out!