Technology Diffusion in Rural Markets – A User- centred Approach

The paper presents a brief description of the practical research approaches adopted for technology diffusion in the rural markets. Research also highlights an evolution in rural regions’ socio-economic and technological culture due to the introduction of technology. Based on this viewpoint, adaptation of a user-centred approach to introduce information technology to rural regions is discussed. The approach is applied in two longitudinal studies one in rural India and the other in rural China by the Advanced Technology and Research (AT&R), NCR, U.K. in collaboration with TATA Institute of Social Science (TISS), India and Sino-European Usability Centre (SEUC), Dalian Maritime University, China respectively. Contributions have been made to the on-going debate about the appropriateness of research methodologies to design for and with individuals in rural markets.