Insights & Analysis

✨The future of UX Research in India: 5 trends to watch for in 2025

The future of UX research in India lies in understanding its growing, diverse digital audience. Here are 5 trends UX researchers should consider as we approach 2025. Businesses embracing these shifts will stay competitive and connect meaningfully with users across India’s vast and varied landscape.

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With over 750 million internet users in 2023 and an expected rise to nearly 900 million by 2025, the Indian digital landscape is booming. As more users come online and interact with digital platforms, UX research (UXR) is becoming essential for businesses to create user-centric experiences. Below are key UXR trends that will shape the Indian market by 2025, each backed by current data.

1. Multilingual research tools are going to have their day.

India's linguistic diversity includes 22 officially recognized languages and hundreds of dialects. A recent report by KPMG and Google found that 90% of internet users in India prefer to consume content in their native language. By 2025, AI-powered UXR tools capable of supporting multilingual data collection and analysis will be crucial to reaching a broad user base. 

These tools will help capture feedback effectively and translate insights across multiple languages for better user understanding.

2. Remote UX testing will bridge urban and rural gaps.

The COVID-19 pandemic accelerated the adoption of remote UX testing, which continues to be popular. According to NASSCOM, 74% of Indian tech companies have embraced hybrid work models that include remote elements. By 2025, UX researchers will increasingly use remote and hybrid models to gather insights from urban and rural populations alike. Advanced VR and AR technologies will make it easier to conduct immersive testing, simulating real-world scenarios for more comprehensive insights.

3. Ethical research and data privacy will become a key part of research operations.

With India's Digital Personal Data Protection Bill expected to pass soon, there is an increasing emphasis on user data privacy. As of 2023, a survey found that 72% of Indians were concerned about how their data was used by apps and websites. By 2025, UX research practices will adapt to ensure transparent data handling, clear consent processes, and anonymized data practices that align with user expectations and regulatory standards.

4. Cultural understanding will take center stage in UXR.

India’s diverse cultural landscape means user preferences can vary significantly between regions. According to Think with Google, region-specific digital campaigns saw a 120% increase in user engagement compared to generic campaigns. By 2025, UXR will use more ethnographic and field studies to gain insights into these regional differences, ensuring that products resonate more deeply with local users and cultural contexts.

 5. Voice interfaces will lead the future of user interaction.

Voice technology is becoming more prevalent in India, with over 50% of internet users leveraging voice search features. The rise of regional language use in voice-assisted technology further emphasizes the need for research in this area. By 2025, UXR in India will place greater emphasis on analyzing how users interact with voice interfaces to create more seamless and intuitive audio-based solutions.

In conclusion, the future of UX research in India is poised to be dynamic, reflecting the diversity and complexity of its user base. By embracing AI, supporting multiple languages, conducting remote and inclusive research, and adopting ethical data practices, UXR can continue to make significant strides. Businesses that adapt to these trends will not only remain competitive but will also provide digital experiences that resonate deeply with Indian users across regions, ages, and socio-economic backgrounds.

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Cover image by Md Jawadur Rahman

SPOTLIGHT
Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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