As a team, we spent years decoding the meaning of ‘Context’. We conducted multiple experiments, balancing scientific rigour & creativity. One day it came to us – ‘Time is the connection’.
That was how Time became the fifth pillar of Context Architecture.
One third of our work today is around understanding the role of time and then designing solutions to create better products, brands and people.
We do this by pondering over questions like these:
Do we actually need 10 mins grocery deliveries?
Are the metros ‘too fast’ & hence not desirable for the urban Indian?
What time metrics makes sense for someone trying to lose weight? (Weight lost per week? Per day? Steps per day? Workout done per week? Duration of workout?)
Why do couples grow apart, over time?
Why do we find it so difficult to make new friends, as we grow older?
What is the best time to drop a prompt, a reminder for a one time action (making a will) vs multiple executions for a limited time (diet for 6 weeks) vs regular actions over indefinite time (go for a 2 KM jog every morning)?
Do Indians, Americans and Germans perceive time the same way?
Were the Founders of American Constitution OK with Slavery? If yes, why?
How did Nepal realise that 2024 was the time to legalise same sex marriage?
And what does that mean for LGBTQIA+ rights in India?
Should my Client’s product be part of the weekly grocery list or monthly?
Why is everyone’s best music the one they heard in their teens?
What does it mean that everyone has their own favourite SNL cast and that it is a function of their age?
Should we slow down time for our customers? Or should we speed it up instead?
When to give the ‘peak’ experience during the Customer Journey?
Why are the weeks spent planning for Christmas and the New Years Eve more satisfying than the actual day itself?
“A Different Time” – our latest BiteGeist, 3 years in the works, is now ready. It draws from more than 70 in-depth multi-generational interviews with Grandmothers, Mothers and Daughters from same families across India.
And yes, it is also inspired by insights from hundreds of conversations & experiments we’ve done as team 1001 in this country over the last 8 years.
A Different Time looks at our relation with time, as cultures and as people. It tracks generations within families of Indians from the 1950s till 2023 to decode how the era played a role in shaping of consumerism and changing India. All the women interviewed were in their 30s in 1953, 1993 and 2023.
