Dina Dastur Mehta

Summary

As Co-Founder of Convo Research & Strategy Pvt Ltd, I lead our qualitative research and ethnography team and practice. I’ve spent over 20 years advising a global portfolio of clients including Nokia, Google, Airbnb, MTV, Intel, Dell, Pitney Bowes, Facebook, P&G, Wikimedia, and Unilever. My projects have led me deep into rural markets, following trend-setting youth in urban settings, and digging deep into motivations and possible triggers across a wide range of demographic and psychographic groups. I work across both products and services and I'm driven to be at the forefront of technology trends research in India. While personally a heavy user, I’m a keen observer of how people are interacting with digital tools and social media. I want to understand the impact it has on their lives, identities and on how they ‘consume’. As researcher, participant and advisor, I am also studying how technology is influencing and shaping the trajectory of India – both urban and rural; among youth and small businesses; web and mobile. I’m one of India’s earliest bloggers, and have a Master’s Degree in Sociology and a background in anthropology and psychology. I live in London and visit Mumbai often. Specialties: Qualitative Research, Ethnography, UX Research, User Experience, Usability Labs, Usability, Learning Journeys, Market Research, Mobile Research, Remote research, India, Youth, Social Software, Social Media, Digital Activism, Participatory Media, ICT4D