Getting The Most Out of Design Research in Asia

How can the Design Research practice uncover and understand cultural nuances of consumers in new markets better? Also, does this practice the way we conduct it in the West, really work in China and India? Do we need new tools or do we need to approach this practice differently? The talk will address the above questions with case studies from various projects.

Anjali Kelkar is based in Hong Kong where she runs her own design consultancy, Studio for Design Research. Her clients vary from multinationals to nonprofit organizations who are primarily interested in understanding the Asian consumer, particularly in China and India. In addition to this she also teaches part-time in he Master of Design program at Hong Kong Polytechnic University. Prior to starting her own consultancy she worked for Philips Design, managing Design Research for Asia. She is a graduate of IIT - Institute of Design where on graduation she taught Design Strategy as well as worked in the capacity of a Research Manager for the Institute for a number of years. In this role she consulted with a number of companies (Kraft, Masterfoods, BP, Lenovo etc.) on design research projects (US-based as well as emerging markets). During this time she also lead the Design for the Base of the Pyramid Project and presented this project as an invited speaker at a number of conferences dedicated to this topic area. Practicing design research to identify sustainable solutions for poverty alleviation in emerging markets and finding ways to successfully apply these to change lives, continues to be her core interest area and life long goal.

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