Technology diffusion in rural markets: a user-centred approach

Maryam Aziz, Graham I. Johnson

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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.
Original languageEnglish
Number of pages2
Publication statusPublished - 4 Sept 2007
Externally publishedYes
Event21st British HCI Group Annual Conference on People and Computers : HCI... but not as we know it - University of Lancaster, Lancaster, United Kingdom
Duration: 3 Sept 20077 Sept 2007
Conference number: 21st


Conference21st British HCI Group Annual Conference on People and Computers
Abbreviated titleBCS-HCI '07
Country/TerritoryUnited Kingdom


  • Technology diffusion
  • Rural regions
  • Socio-economic and cultural factors


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