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Taapsi Ramchandani (Dr. T)

Cultural Anthropologist | CEO@Poocho | Aspen Scholar

Who is Taapsi Ramchandani (Dr. T)?

Taapsi Ramchandani (Dr. T) is the co-founder and CEO of Poocho, a company that conducts user research. She leads a team of passionate social scientists and researchers.1 Dr. T is also a cultural anthropologist who shares insights about user research on her LinkedIn profile.23

Some key facts about Taapsi Ramchandani (Dr. T):

  • Co-founder and CEO of Poocho
  • Cultural anthropologist
  • Shares user research insights on LinkedIn
  • Speaks at conferences like the Martech Summit organized by ET BrandEquity7

As a leader, she has been recognized by her colleagues for her contributions as a friend, sister, and co-worker.4 Dr. T emphasizes the importance of asking a good balance of "soul and substance" questions when interviewing parents and caregivers as part of user research.5 She also recommends the book "Doorbells, Danger, and Dead Batteries" as a great resource for deepening one's understanding of user interviews.6

Highlights

Aug 29 · linkedin

I did my Bachelor’s in Economics before getting into a Ph.D. program in Anthropology. Economics was awesome because while I didn’t like Math in school, I understood its application through Economics. I could read an article on macroeconomic theory and then crunch numbers and chart demand and supply graphs to make sense of what I had read. Hell, I could even make predictions based on models! Everything clicked, everything made sense.

And then I got into Anthropology and shit hit the fan. I struggled hard to rewire my brain from models and numbers to textual data that kicked and screamed their way out of my nice little boxes. My first two years of Anthro were infused with theory and case studies. I learned about the history of the discipline, and read copious books and articles on other people’s research. I had even started dabbling in my own project thesis but I didn’t formally do a Method class till the second half of year 3. That was the semester a light bulb went off.

All of a sudden, Anthropology became meaningful to me because through Method I could “tame” human stories into a form that made sense to me - I could categorize, label, extrapolate, hypothesize and validate text-based data. I discovered magic in the name of data triangulation, co-occurrence tables, and code frequencies 🤓 I fell in love with Atlas.ti (till MaxQDA stole my heart).

I am a champion for the scientific process in qualitative research. The video below suggests one way to increase rigor in our work as social scientists.

#userresearch #user #research #voiceofthecustomer #user #consumer #interview #qualitativeresearch #consumerresearch #marketresearch #science #socialscience #usability #userexperience #uxr #ui #ux #anthropology #business #design #marketing #justpooch

Aug 20 · linkedin

Emic and etic.

Inside-out and outside-in. Two ways of doing research. Two ways of talking about your research process to someone else. Two ways of doing quality check of your data.

Emic and etic.

If you’re short on time and only doing desk research, then you’re using an etic approach! If you’re doing Voice of the Consumer research, you’re using an emic approach. If you’re writing or presenting an insights report, best to do both 😉

So what the hell is EMIC and ETIC?

You know what I’m gonna say now...

Watch the video below ⬇️

#userresearch #user #research #voiceofthecustomer #user #consumer #interview #qualitativeresearch #consumerresearch #marketresearch #usability #userexperience #uxr #ui #ux #anthropology #business #design #marketing #justpoocho

Related Questions

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Taapsi Ramchandani (Dr. T)
Taapsi Ramchandani (Dr. T), photo 1
Taapsi Ramchandani (Dr. T), photo 2
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Location

Mumbai, Maharashtra, India