Plum was approached by a tech giant to explore the drivers and behind purchasing smartphones, and to map out the role of the smartphone in the lives of first-time users. The company wanted to launch an app that better equips first time users to navigate the world of the smartphone and the internet


A multi-phase study that focused on the Hindi heartland and nearby Hindi speaking states. In order to deeply understand the lives and psychological motivations of the target audience, Plum maintained long term contact and paid repeat visits to truly capture their lives and the potential for a smartphone in their unique, local contexts.

Plum used a mixed methods approach, employing the use of WhatsApp diaries, screen recording software, ethnography and friendship group discussions


The client has successfully launched the app across the country, made technical changes to the app based on our recommendations and is building a communications campaign around the product that will be launched soon