A PRINCIPLE, THEN A PRACTICE
Find the meaning
behind the answer.
Ask one clear thing at a time
Questions should make sense on their own, avoid assuming a “right” answer, and allow for balanced choices. Wording should be reviewed and tested across languages before results are compared.
Let participation be a choice
Explain the research purpose and data use before collecting responses. Where practical, let people browse without an account, and keep optional demographic questions separate from what’s essential.
Say what a response can tell us
A stated preference is not necessarily a person’s behavior. Self-reported confidence is not a test of ability. We keep those distinctions visible when presenting an insight.
Show who answered and what’s missing
Volunteer responses can help us notice patterns in participants. They do not automatically represent the whole country. Geographic comparisons need enough suitable data, not just a map and a color scale.
Check the question and the result
Question wording changes the answer. Versioning, language review and repeatable calculations help make it possible to understand how an insight was produced—and whether it can be compared over time.
Context over nationality: avoid stereotyping
An Indian mindset is composed of observable tendencies, not monolithic rules. We control for generational divide (Gen Z vs. elders), urban/rural realities, class/education, and regional differences before making comparative claims.