Design Ethnography seeks to
gain deep insights of users in their environments and
an understanding of how they interact with different
products, services & brands. In addition, it also
seeks to reveal insights into how users share information
about the problems and potential solutions of the products
& services they use. Onio uses Design Ethnography
and other proprietary anthropological methods to understand
user psyche which in turn is helpful in creating leading
products & services.
Brand experience today is
interplay between brand language, cultural context of
the consumer and product attributes. A seamless &
uniform brand experience is therefore necessary. Through
proprietary brand research frameworks like BEST &
Intentiability, Onio address the brand from the consumers’
point of view. Onio delves deep into the brand ecosystem
and presents holistic roadmaps for the brand vis-à-vis
Onio deploys Semantics Research
to delve deep into the connotations between brands and
products. Semantics Research helps connect the brand
essence and thought with product design. Though customers
buy a brand, it is ultimately the product which they
interact with on a regular basis. Thus, the product
must “live the brand’s values, attributes
& promise”. This leads to positive brand experiences.
With proprietary research frameworks like MUST and Intentiability
amongst others, Onio helps orchestrate a seamless troika
between the brand, product and user.
With years of experience
in ideating, visualising, designing and creating many
innovative products, Onio has strengths in rapid ideation.
Onio is able to dock with clients’ product development
teams and provides quick ideation or concepting. The
result is rapid project cycles and an expedited design
process. Onio can be the clients extended design team
and provide world-class designs and concepts.
Onio helps decipher mega
trends i.e. large-scale paradigm changes sweeping societies,
cultures and markets. These mega trends set the tone
for emerging preferences of consumers for a multitude
of products, services, brands & experiences. Using
proprietary research models like MUST and Intentiability,
Onio accurately decodes trends as they emerge and transforms
them into precise design directions which impact product
Merely watching trends emerge
isn’t enough. To get the pulse of trends, it’s
important to experience them first-hand. Onio is well-versed
in conducting trend tours across urban and rural India
for a host of clients across industry verticals. Onio
senses the future by closely observing and experiencing
the environs of consumers. By deeply studying their
daily lives, aspirations, psyche, values and root connect;
Onio distils the knowledge thus gained into definite
A proprietary research framework
designed by Onio, Intentiability helps indentify consumer
segments based on their level of “root-connect”
or “Indian-ness”. It studies relative sensitivity
to upcoming trends. This model, specifically designed
for India has helped many MNCs across diverse segments
like white goods, consumer electronics, automotive and
lifestyle make better sense of the Indian consumer.
Intentiability is different in that it explores innovation
gaps at the intersection of brand maturity, evolving
lifestyle and cultural nuances.
With increasing standards,
quality of life, and awareness levels, rural India is
powering a mammoth consumption rally. What works in
one region may not work elsewhere. Cultural context
and user habits greatly impact product design. Many
global products are altered / changed / modified by
users to suit their experiences. Onio guides companies
on building products & services which can be optimally
contextualised and modified. Onio helps create new products
& also fine-tunes existing offerings for this market.
Onio partners with companies to create new products
& services designed specifically for this market.
RuralNxt provides full-spectrum services from researching,
ideation, co-creation, visualisation all the way up
to prototyping and piloting.