About Us

Marginaliaa is a user experience (UX) research consultancy founded by Hema Malini Waghray . Malini has a unique combination of sociology, ethnography, qualitative research and technology in her background, bringing in critical user input to the research products.

Marginaliaa, a term borrowed from Krista Tippet, signifies the importance of using and including that which is in the margins; that which is made note of and forgotten and remains critical in the big picture. It attempts to bring to the fore the pieces that get left out in a conversation, in a larger historical context, a development process or a user pain point and examines them for inclusion through using ethnography, qualitative research methods and analysis along with hard data.

She has a PhD from University of Hyderabad, a world renown educational institution. The thesis (abstract) is on the Urban Indian middle class in India that has undergone tremendous changes in their lives due to the fact of increased income levels and thereby increases in disposable incomes. The key areas of research are culture of consumption, micro histories and user experience research. This unique combination pegs her work at the intersection of digital humanities as well as technology and users.

Leave a Comment

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.