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

Marginaliaa, a term I 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 development process or a user pain point/story and examines them for inclusion through using qualitative research methods and analysis along with the hard data.


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