Research Proposal

Context
Stress has become almost an integral part of professional and student life. To deal with this stress, people turn to coping
mechanisms. At a broad scale, these mechanisms are organized as appraisal-focussed, problem-focussed, emotion-focussed
and occupation-focussed. Of these coping mechanisms, emotion-focussed aim at changing one’s personal reaction to the
stressor and thereby reducing the effect of it. Studies have shown that this type of mechanism is most useful when the primary
stressor is not one that is within the individual’s control. Meditation and mindfulness are examples of this type of coping.

Present problems
Individuals now face a problem where there are such a wide range of destressing mechanisms and there is a lack of consensus about which
techniques are most effective. A quick internet search yielded a single article where both “disconnect from the computer” and “spend more time
on the computer” were both presented as effective destressing mechanisms. Another issue identified is the “trust” requirement among a lot of
these methods. In particular, mindfulness sessions often end with the trainer telling the practitioner “You’re feeling good, aren’t you? Ready to
take on the world!” or words to that effect. In this context, identifying the destressing mechanism that works best for you as well as validating its
efficacy becomes important. It is this gap that the proposed technology will fill.
EEG
Electroencephalography (EEG) is a technology that measures brain electrical activity. This activity is characterized on the basis of frequency into
one of several bands such as Alpha, Beta, Gamma etc. Studies have shown that these bands tend to be associated with certain mental states. For
example, the “focussed” mental state is associated with heightened beta activity. The relaxation state can be represented in EEG by an increase in
the Theta band and/or an increase in Alpha activity. This means a potential application of EEG would be to measure these wavebands as an
indicator for relaxation and communicate this information to the user as a form of self-guided meditation technique. Combining this measurement
with feedback, a neuro-feedback application is also possible where the application measures deviation from the “relaxed” state and alerts the user
through some feedback mechanism to allow them to guide their relaxation. This feedback made be visual and/or audio. This technique can be used
as a way of evaluating various mindfulness or meditation techniques as well as demonstrating objectively whether the meditation is actually
effective.

Product need
We believe that this is an unmet need in the market. Based on interactions with those who have attended meditation classes or taken mindfulness
lessons, as well as testimonials available online, the major reasons why people tend to give up meditation is because they cannot see real results,
they have unrealistic expectations of it (they expect it to “fix” everything) or they feel cheated because they may pay money for personalized
mantras or breathings techniques that lose their effectiveness over time.
Decision-making process (hypothesised)
Through brief interviews and discussions with working professionals and others who have dealt with stress, we propose the following decision-making
process:
An individual either implicitly or explicitly feels they are stressed. This may be associated with a particular trigger or with a general feeling of unease or
nervousness. The initial coping mechanism employed is one of eating, drinking, interacting with friends and so on. After the feeling of nervousness
persists for a prolonged time, the individual may examine other options. To identify these options, they may rely on testimonials from friends and
family, online resources, advertisements etc. Once the decision to pursue one of these is taken, the individual takes a trial of it. Based on the
effectiveness of this initial trial session, they may then opt to continue with the destressing option or they search for a new one. Based on feedback,
“does it feel like it worked” is the driver for repeat use.
Once a particular option has been chosen and verified to feel like it works, the repeat usage is determined by any one of or a combination of factors
such as convenience, price, time commitment required and so on.

Initial Assumptions
We have identified the initial target segment for our technology as individuals aged 18-50 from SEC A who have used some meditation techniques
previously. We do not expect age to be a major segment but we wished to limit the scope to a certain extent. With regards to the SEC A class, our initial
approach to pricing is to place it on par with mindfulness workshops and yoga lessons, which can range to around Rs 1000 per hour. By targeting those
who have prior experience with meditation, we believe we can better communicate the value of the technology i.e. being able to identify the meditation
technique that works the best. All of these assumptions are among those that are intended to be researched through the study.
Research Matrix
Study Design

Literature
Survey Survey

Exploratory Data analysis

research

The main objective of the research is to see if a market for the described EEG technology exists or not.
We believe that this would be best answered by testing whether “effectiveness of the technique” is a
major determinant of choice of technique.
Exploratory Stage
For the exploratory stage of the research, we conducted in-depth personal interviews with people who regularly
performed the six activities as identified in the literature survey (gymming, sports, meditation, yoga,
dance/Zumba, massage) for de-stressing (transcripts of the interviews in exhibits 1-6). The purpose of the
research was to get details about the different de-stressing habits (Why they do it? How often? Motivators?
Experience? Views on measuring stress and tracking progress?). The results from the primary interviews were
used as the basis for creating questionnaire for survey.
Survey Stage
Survey design 1/2
Survey Stage
Survey design 2/2
Questionnaire analysis 1/2

The survey was a brief 14-question survey which saw a total of 117 responses from respondents both inside and
outside IIM-Ahmedabad campus. The rationale behind the different survey questions and their flow is explained
below:
1) Questions 1,2,3 and 4: These ‘light’ questions served as ice-breakers for the respondents. These introductory
questions aimed to collect various demographic characteristics of the respondents which could potentially serve as
basis for segmentation in the later stages of the research.
2) Question 5: The purpose of this question was to know about which promotional channel could be potentially
preferred if we decide to go ahead with the launch of the product.
3) Question 6: This question is designed to determine the communication method of the product to the respondent
which will reinforce the feeling of distress after the respondent use the device to measure the effectiveness of the
activity
4) Question 7: Based on findings in literature survey, our Product concept is designed to deliver “effectiveness” and
“sense of progress” as the value proposition. This question will tell us about relative importance of different
attributes of de-stressing attributes, including the need-gap that we aim to fulfil which will be further used during
data analysis phase to find correlation between likeliness for the product and the proposed value propositions.
5) Question 8: This question will give the basis for future analysis of the linkages between a particular reason cited
for abandoning a de-stressing activity and likeliness for our product. Our initial hypothesis that those who cite
“lack of progress/it isn’t working anymore” as a reason to leave as their de-stressing activity would be more
attracted towards our product.
Questionnaire analysis 2/2

1) Question 9: This question will provide an insight on the respondent’s trust in the product and their likelihood to try/ buy the
product. This further provides us information on whether to focus on B2B/ B2C marketing.
2) Question 10: The question tries to look into what attributes of the product customer perceive as important. This information
will be useful during product development phase and while developing a go to market strategy for the product as these
attributes will be taken into consideration while devising marketing positioning for the product.
3) Question 11: This question provides us information on the respondent’s rationale for leaving their distressing activity which
will help us in leveraging the reason as the promotion strategy to sell the product
4) Question 12,13: The question gives the data point to identify the market potential separately for B2B and B2C separately.
‘Home’ option is indicative of B2B segment while the other three options represent B2B segment.
5) Question 14: This question helps in understanding how the customer sees the product
fitting into their lifestyle and what is the potential of the product becoming a habitual
product. This data also acts as a proxy for how favourably people see the product, and
in this way it reinforces the data point in question number 9.
Data Analysis
Regression
Effectiveness and Favourability
Test of independence between the rows and the columns (Chi-square):

Chi-square (Observed value) 0.027

Chi-square (Critical value) 5.991
DF 2
p-value 0.986
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is greater than the significance level alpha=0.05, one cannot reject the null hypothesis H0.
The risk to reject the null hypothesis H0 while it is true is 98.64%.

Contingency table:

Favourable view Unfavourable view

Value Effectiveness 42 31
Do Not Value Effectiveness 26 18
Totals 68 49
Sense of Progress and Favourability
Test of independence between the rows and the columns (Chi-square):

Chi-square (Observed
value) 0.091
Chi-square (Critical value) 3.841
DF 1
p-value 0.762
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is greater than the significance level alpha=0.05, one cannot reject the null hypothesis H0.
The risk to reject the null hypothesis H0 while it is true is 76.23%.

Test of independence between the rows and the columns (Chi-square with Yates' continuity correction):

Chi-square (Observed
value) 0.013
Chi-square (Critical value) 3.841
DF 1
p-value (Two-tailed) 0.909
alpha 0.05
Lack of progress/It doesn’t work anymore and
favourability
Favourable Unfavourable
Lack of Progress 27 19 46
Unconcerned 41 30 71
68 49 117

Test of independence between the rows and the columns (Chi-square):

Chi-square
(Observed value) 0.010
Chi-square (Critical
value) 3.841
DF 1
p-value 0.919
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is greater than the significance level alpha=0.05, one cannot reject the null hypothesis H0.
The risk to reject the null hypothesis H0 while it is true is 91.90%.
Favourability and Trust
Favourable Unfavourable
Trust 30 7
Don't trust 38 42
68 49 117

Test of independence between the rows and the columns (Chi-square):

Chi-square
(Observed
value) 11.721
Chi-square
(Critical
value) 3.841
DF 1
p-value 0.001
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is lower than the significance level alpha=0.05, one should reject the null
hypothesis H0, and accept the alternative hypothesis Ha.
The risk to reject the null hypothesis H0 while it is true is lower than 0.06%.
Point of Activity - Overall
Favourable Unfavourable
Point of Activity 14 5 19
Other 54 43 97
68 48 116

Test of independence between the rows and the columns (Chi-square):

Chi-square
(Observed value) 2.125
Chi-square
(Critical value) 3.841
DF 1
p-value 0.145
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is greater than the significance level alpha=0.05, one cannot reject the null hypothesis H0.
The risk to reject the null hypothesis H0 while it is true is 14.49%.
Point of Activity and After Session use
Favourable Unfavourable
Use Case 10 4
Non-use Case 58 44
68 48

Test of independence between the rows and the columns (Chi-square):

Chi-square
(Observed
value) 1.077
Chi-square
(Critical value) 3.841
DF 1
p-value 0.299
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is greater than the significance level alpha=0.05, one cannot reject the null hypothesis
H0.
The risk to reject the null hypothesis H0 while it is true is 29.94%.
Point of Activity and frequent use
Favourable Unfavourable
Use Case 14 2 16
Non-use case 54 46 100
68 48 116

Test of independence between the rows and the columns (Chi-square):

Chi-square
(Observed
value) 6.381
Chi-square
(Critical value) 3.841
DF 1
p-value 0.012
alpha 0.05

Test interpretation:
H0: The rows and the columns of the table are independent.
Ha: There is a link between the rows and the columns of the table.
As the computed p-value is lower than the significance level alpha=0.05, one should reject the null hypothesis
H0, and accept the alternative hypothesis Ha.
The risk to reject the null hypothesis H0 while it is true is lower than 1.15%.
 Exhibit 1: Primary interview transcript: Gymming 1/2
Q. Please introduce yourself.

A. I am Vivek, a PGP1 student at IIM Ahmedabad.

Q. What is your preferred mode of destressing?
A. I like to do gymming. Whenever I feel like to gain some physical and mental strength, I do gymming.

Q. How often do you do gymming?

A. Almost every day. Mostly 6 times a week.

Q. How long have you been doing gymming?

A. Regularly I have been doing it for past one and a half year but I started gymming around 4 years back.

Q. What were some of the factors that attracted you towards gymming? Calming aspect, Physical aspect, destressing aspect- what was the most important thing?

A. Actually, for me it was mostly about staying fit. I was putting on weight couple of years back and I wanted to reduce weight and stay fir. That was the main motivation behind gymming.
Q. Do you find any linkages between gymming and destressing?
A. Definitely. For example, whenever there is an extended period of mental work that I have to do, fir like 4 to 5 hours, I might not be able to do that at a go. So, to destress, I would rather
go gymming or play a game in between.

Q. Was there any instance when you felt that gymming was not working for you in terms of getting the desired results or feel destressed?

A. No, not really. Had I felt that, I wouldn’t have done gymming on a daily basis.

Q. How do you track progress? If you feel like you’re not really destressed after a few sessions in a row, would that cause you to give up or try something else?
A. I generally have a set goal for myself, like I have to reduce weight or bulk up my body in the next week or next 2-3 months and so on. As far as destressing is concerned, it is not like I
track destressing session by session. It is on a per session basis. Some the intention behind gymming is not at all to destress as I am already in a fine mood, but sometimes when there is
a lot of mental workload, I go to gym for destressing. So, no question of tracking my progress session by session for destressing.
Q. If you could describe your mental state after a session which of these bests describes it?
1. It feels like the world has receded and everything is quiet
2. It feels like there’s a song in my mind
3. It feels like I was surrounded by noise but now my internal radio has “tuned”
A. the first one. This is closest to what I feel after a gymming session.
 Exhibit 1: Primary interview transcript: Gymming 2/2

Q. What do you think are some factors that might make you stop the activity?
A. Not sure of that. Gymming makes me feel good. So, unless there is a physical injury or something, I will keep on doing it.
Q. How important to you would consider these factors to your destressing experience?
1. Price: Important in present context. As I am a student, so I can’t afford to spend too much on these activities. Once I start working and earning, it won’t be that big
a factor. But yes, in present, that fact that gym on the campus is a free facility is a reason that I go there.
2. Convenience: Yes, to some extent. I would definitely prefer something that is nearly, like the gym here is pretty close to my dorm, and that is a big positive.
3. Time investment needed: Yes, at max I can invest 1 -1.5 hours per day. But if am not able to do much gymming for one day, I try to compensate it by doing extra
minutes the next day.
4. Health benefits: Definitely very important. If you only want to destress, you can just smoke a cigarette or do other unhealthy things. But if there is an activity that
helps you in improving your health and destressing simultaneously, I thing that is something very attractive.
5. My peer group does it: Not really, that doesn’t bother me much as gymming can easily be done without a partner.
6. Effectiveness: Yes, very important. It should be effective otherwise it is a waste of time.
7. Continued progress or improvement: That is one of the major reasons for gymming for me.

Q. If a device existed that could measure your level of stress after every session objectively, would you consider using it?
A. Not really. I think I will be a better judge of how much destressed I am feeling. It doesn’t matter whether I can measure that quantitatively.
Q. What aspects or features would this product need to have?
A. As I said. I don’t think I would use that I would use this kind of device, but I have to suggest something, Maybe the device should indicate or prompt me to take a
break when my stress levels exceed a certain limit.
 Exhibit 2: Primary interview transcript: Sports
Name and Employment/Education
Pratyush, Student doing MBA.
Preferred de-stressing method
Badminton. Start of the academic year, played daily. As the year progressed and more work got piled up reduced to three times a week.
Time spent of the court:
At least an hour, maximum of 2-2.30 hours.
Why badminton
Playing since young age. Prefer playing indoor games. Game is fast and does not drag on for a long time. No requirements to run too much. No interest in contact sports. And Badminton is more
relaxing. Badminton I can focus on my technique.
I can track my improvements (improved accuracy, more shot power), can notice that I have been playing better as time goes.
How does it help with de-stressing
The feeling of being drained out after a session of badminton relaxes me
Any instances of not feeling relaxed while or after badminton
Depending on the opponents and not about the sport itself. Competitive players make the game more stressful. Have a very laid back style while playing and if the opponent makes the game
competitive will get competitive and therefore a little stressed
A sentence to describe the way you feel after playing badminton.
I feel like world has receded around me. After a good game of badminton I feel like my sense are shut down.
Tracking progress
Cannot track progress in stress management. Can track progress of improvement in game,
What might push you to stop playing badminton
Unavailability of court for playing, lack of good opponents,
Factors affecting the choice of destressing activity and importance given to each factor
Price: Not important
Convenience: Important
Time Investment: Willing to spend 1 or 2 hours per day
Health Benefits: Not important for destressing
Presence of peers: Prefer playing the game with peers.
Progress tracking - de-stressing: Before badminton I used to rock climb and trek, even when doing that activity there is no definite way to see how much I have de-stressed.
If there is a device that measures your level of stress would you be willing to use it?
No.
If there is a device that measures your level of stress, what features in it will make you buy it?
I don't want a stress measuring device, because I don't think its a medically important condition I need to worry about for now. Maybe for older people.
Possible features, scheduling of the de stressing sessions along with measuring the de stressing activity. Reminder to de-stress if my stress levels are going too high.
 Exhibit 3: Primary interview transcript: Zumba 1/2
Hello, I’d like to talk to you about your preferred method of destressing. Please tell me your name, and your current employment/education?
Saipreet Ajith, 22, Student, Psychology and English. Mt Carmel College (Bangalore), Part-time Zumba Instructor at Energy Fitness, Vasant Nagar

How often do you do this? How long do you spend each time? What are some of the factors of this method that attracted you to it in the first place? Physical aspect, calming effect, breathing,
(If they don’t mention efficacy, bring it up. If they don’t mention continued improvement/progress bring it up)
Have been doing it since class 10. Almost 6 years now. I do it 4-5 days a week. Teach for 2 days. Attend Zumba sessions other days. Usually evenings after classes, I
perform for an hour or two. Overall, 10 hours of Zumba per week. Otherwise, take walks during weekends.
I have been a dancer since 5th. My kind of detox is based on anything that’s rhythmic. So Zumba naturally suits me. Workouts camouflaged in dance steps. Really enjoy it. It’s
quite a stressbuster. Always enjoyed it. Gain stamina and strength.

How did you find out about this? Gym , sessions, weight training, (Friends/Family/Internet etc) Any other influences?
One of our family friends owns a fitness instructor. He suggested and went with my friends. Word of mouth basically. Loved the class. I’ve been doing it since then. I’ve
also been part-time instructor of Zumba, the last two years.

Do you feel like you’re destressed every time you engage in this activity? Why?/Why not?
Everytime I ‘ve had a tiring or shitty day, once I go there, I feel a completely different energy. Because there are people around you. Good music. No less than a
dance fest for just an hour. So, it makes me happy. You feel really refreshed. Body and mind. You get to socialize with people. If I do it in the evenings, it lasts easily till I sleep.

Please describe a time when it didn’t work. What do you think were some of the reasons for this? (Dig deeper here, very important part)
Times when I have to submit assignments back to back. Or exams happening. Fights with parents. Those times it didn’t workout. I was almost at the point of burning out. So
zumba didn’t really have an effect on me back then. Basically time bound pressures an personal situations. (But I don’t stop doing zumba even on those days, because that 1
hour of workout I feel actually happy) But overall, after the workout, no difference if I’ve had a shitty day otherwise

Describe “destressed”
Refreshed. Happy. Very mentally clear. Rewarded.

If you could describe your mental state after a session which of these bests describes it?
1. It feels like the world has receded and everything is quiet
2. It feels like there’s a song in my mind
3. It feels like I was surrounded by noise but now my internal radio has “tuned”
 Exhibit 3: Primary interview transcript: Zumba 2/2
What do you think are some factors that might make you stop the activity?
If at some point, I don’t feel lighter(mentally), happier or gratification from it. I am answering your question as a student right now. Not as a instructor. No other factors I guess. I
do it for the experience. If that doesn’t happen. I’ll stop obviously
How important to you would consider these factors to your destressing experience?
1. Price 3 – value for money
2. Convenience - Not a criteria at all. Probably 1. I am okay with travelling 9-10 kms to go to places I like. It’s bangalore. Come on. You have a fitness center after every two streets. Still
I go to my specific center farther away from college.
3. Time investment needed – 1 If I enjoy it, willing to do as much as possible.
4. Health benefits – 5
5. My peer group does it – 4 I am a social person. Started zumba with my friends. Still go with few people who I started with.
6. Effectiveness – 4
7. Continued progress or improvement -5
8. Any other? (Ask them to specify) Ambience of the place, Whether the instructor is cool
Nice ambience is good air conditioning, moderate sober colors, good lights
If a device existed that could measure your level of stress after every session objectively, would you consider using it?
Assuming its affordable yes. Why not?
Practically speaking, I would be very fascinated by such a device. I’d like to believe that I am self-aware enough to gauge my own feelings after a class, rather than the results
from a device.
That works for each single session. What about continued progress?
Probably yes. Is this something like a fitbit? I would probably give it a try and see if I like the experience. But as of now, I still feel you yourself can gauge your stress
levels much better than a machine I suppose.

What aspects or features would this product need to have? (Mention convenience, efficacy, quantifiable)
If its related to how relaxed your body is, sleep has to be a part of it. Check and monitor state of mind and levels during sleep cycle. Bad sleep cycle is a major
contributor to stress, and it definitely should measure that.
Convenience. Should be wearable where it doesn’t irritate me. Arms maybe. I’ll already be wearing watches and stuff. Price – 10-25 grand (top of the mind estimate).
Would want both qualitative and quantitative information. Not everybody would want to use all the information all the time. When we’re on the go, just a red/green light to define
band of relaxation levels would make sense. Over few months, I would want to know some numbers and alter my plan according to it. I don’t think I would want to trade one
information for another.
Possibly, if there was an option to connect the app to your laptop, mobile to get continuous notifications or messages that would ensure repeat use of the device and continuous
exposure to the activity as well
 Exhibit 4: Primary interview transcript: Massage 1/2
Hello, I’d like to talk to you about your preferred method of destressing. Please tell me your name, and your current employment/education?
Anirudh Kishen, 27, partner at Piltover

How often do you do this? How long do you spend each time? What are some of the factors of this method that attracted you to it in the first place? (If they don’t mention efficacy, bring it up. I
they don’t mention continued improvement/progress bring it up)

How often – Once every 2 months. How long – 1 hour. Factors – Very relaxing, Helps with joint pains, Healthy for skin. Enables flexibility. Health benefits and relaxation. Not just a stress
buster. This is an expensive thing – 2000, question you ask is it’s 2000 – can’t just be for stress busting. Health benefits are a value add to justify the purchase. Why would anyone go just for a
massage if there were any other effective options out there for the same price. Not worth it just for stress-busting. Definitely feel good after it. Heavily influenced by the masseur skill and
overall spa situation. Massage as is works and is fine, but the service surrounding it and the customer service and ambience is a crucial part of the experience. Too much is detrimental, outcom
of feeling good will get watered down if done too frequently. Not looking for any sort of continued improvement. There is a threshold bar and if the massage can continually get me above that
bar, then I’m happy.

How did you find out about this? (Friends/Family/Internet etc) Any other influences?
Combination of friends, video on Facebook showing benefits of massage. Something that everybody knows. Particular massaging service – through google or by word of mouth

Do you feel like you’re destressed every time you engage in this activity? Why? /Why not?
You don’t go just for destressing. Sometimes I go when I’m not stressed also. Always feel destressed afterwards, but only lasts for 2-3 hours. Don’t think the effects can last for longer than tha
The Pampering factor helps a lot.

Please describe a time when it didn’t work. What do you think were some of the reasons for this? (Dig deeper here, very important part)
Desires a quick solution for stress, mostly you go after a tough week or to get pampered. Helps in lifting spirits. Won’t work in any deep/ serious stress situation. Doesn’t change the real
scenario so can’t really help with clearing the stress. Will prefer massages much more frequently if it was cheaper and faster.

Describe “destressed”
Tension-free, carefree, light

If you could describe your mental state after a session which of these bests describes it?
1. It feels like the world has receded and everything is quiet
2. It feels like there’s a song in my mind
3. It feels like I was surrounded by noise but now my internal radio has “tuned”
Feels lighter
 Exhibit 4: Primary interview transcript: Massage 2/2
Hello, I’d like to talk to you about your preferred method of destressing. Please tell me your name, and your current employment/education?
Anirudh Kishen, 27, partner at Piltover

How often do you do this? How long do you spend each time? What are some of the factors of this method that attracted you to it in the first place? (If they don’t mention efficacy, bring it up. I
they don’t mention continued improvement/progress bring it up)

How often – Once every 2 months. How long – 1 hour. Factors – Very relaxing, Helps with joint pains, Healthy for skin. Enables flexibility. Health benefits and relaxation. Not just a stress
buster. This is an expensive thing – 2000, question you ask is it’s 2000 – can’t just be for stress busting. Health benefits are a value add to justify the purchase. Why would anyone go just for a
massage if there were any other effective options out there for the same price. Not worth it just for stress-busting. Definitely feel good after it. Heavily influenced by the masseur skill and
overall spa situation. Massage as is works and is fine, but the service surrounding it and the customer service and ambience is a crucial part of the experience. Too much is detrimental, outcom
of feeling good will get watered down if done too frequently. Not looking for any sort of continued improvement. There is a threshold bar and if the massage can continually get me above that
bar, then I’m happy.

How did you find out about this? (Friends/Family/Internet etc) Any other influences?
Combination of friends, video on Facebook showing benefits of massage. Something that everybody knows. Particular massaging service – through google or by word of mouth

Do you feel like you’re destressed every time you engage in this activity? Why? /Why not?
You don’t go just for destressing. Sometimes I go when I’m not stressed also. Always feel destressed afterwards, but only lasts for 2-3 hours. Don’t think the effects can last for longer than tha
The Pampering factor helps a lot.

Please describe a time when it didn’t work. What do you think were some of the reasons for this? (Dig deeper here, very important part)
Desires a quick solution for stress, mostly you go after a tough week or to get pampered. Helps in lifting spirits. Won’t work in any deep/ serious stress situation. Doesn’t change the real
scenario so can’t really help with clearing the stress. Will prefer massages much more frequently if it was cheaper and faster.

Describe “destressed”
Tension-free, carefree, light

If you could describe your mental state after a session which of these bests describes it?
1. It feels like the world has receded and everything is quiet
2. It feels like there’s a song in my mind
3. It feels like I was surrounded by noise but now my internal radio has “tuned”
Feels lighter
 Exhibit 5: Primary interview transcript: Yoga 1/2
Hello, I’d like to talk to you about your preferred method of destressing. Please tell me your name, and your current employment/education?
Yoga, Reema Bhagia, Student at IIM Ahmedabad

How often do you do this?

Used to everyday but now occasionally

How long do you spend each time?

1 hour

What are some of the factors of this method that attracted you to it in the first place? (If they don’t mention efficacy, bring it up. If they don’t mention continued improvement/progress bring
it up)
I’m a dancer so I initially joined it for the physical aspect to increase my flexibility and now I’m also attracted to the other things such as the breathing and the calming effect. I generally
practice it in the morning so after that I feel much more alert, calm and centred throughout the day.

How did you find out about this?

I used to Gym and in the sessions every morning I used to do weight training, TRX, Zumba and yoga and some aerobics all the five days. I enjoyed Yoga and hence I picked it up and for 1
whole year I did only yoga where I was not doing gymming and stuff but just dancing and yoga

(Friends/Family/Internet etc) Any other influences?

The first time I was exposed to yoga was at the gym. My dad practiced it but I think I wasn’t really aware, I myself found out once I started practicing because then we started having
discussions at home.

Do you feel like you’re destressed every time you engage in this activity? Why ?/Why not?
I feel for 1 hour yes but it generally doesn’t last throughout the day. For me it’s physical as well, I think usually to empty your thoughts in the mind, you are just sitting and concentrating on
things, it doesn’t happen that ways, I tried to do it to empty my mind for sometimes, any focus on physical asans, I think because they are tough and you are using all your concentration to
hold that one pose, that is what helps so dance and yoga for me run parallel they are the same thing, they help in destressing.

Please describe a time when it didn’t work. What do you think were some of the reasons for this? (Dig deeper here, very important part)
Now I’m an advanced practitioner so now when I’m doing lower level class like the beginners, postures that are easy to get into, it doesn’t require concentration, it just requires muscle
power, then my mind drifts again and it’s not relaxing so my guru used to say sometime that it’s not a gymnastic class Please try to focus with your mind as well, that sort of happens, I’ll
keep focusing on stretching more or bending more perfecting the posture but then, other than that if I keep increasing it and making it challenging, that works better for me. Now there are
other things also that I do, I do just meditation now which earlier I would not. It’s like escapism to me. 1 hour okay but after that it’s like I’m back to the real world.
 Exhibit 5: Primary interview transcript: Yoga 2/2
How do you track progress?
I don’t do it with the objective of destressing. I think it’s a practise in my life now. It’s supposed to be a lifestyle. It’s not that you practice it for 1 hour and it’s gone. It’s meant to calm or
temper you as a person that’s the way I understand it. Even your food habits, your sleep cycles are supposed to really regulate your whole body and mind and soul so I think the kind of
person I’m today as opposed to say how I was 1 year ago, that is how I track. It’s not one class to another class.

If you feel like you’re not really destressed after a few sessions in a row, would that cause you to give up or try something else? I think I’m still working on the changes part even though I
have been doing it from a long time, but I feel more self-awareness, more alert, more mindful, more conscious, like you know better your response stimulus or what thoughts are coming.
I’m pretty over analytical so I too think of why I did something but what is my natural response, so that kind of things.

That’s not the reason. So, I don’t think I would do that. I think there are different factors every time. If you can pinpoint what is causing the stress then it helps, so for example, say
fighting with a particular person. So, it’s not yoga which will help me. It’s more of getting away from that person for certain amount of time, sorting it out with that person or if it’s some
other external things, so if I find the source of it, I think I can address it better. This would become an escapism sort of a tool. That’s not the point I think. Actually, I think that’s the whole
point. That is when I say alert and mindful, it’s like you’re upset but you don’t know why you’re upset. That’s not helpful. This helps you develop more self-awareness. Now that you can
pinpoint the cause and you can address it or deal with it directly.
What do you think are some factors that might make you stop the activity?
I think it should come naturally, in the sense like I said I prefer doing that in groups or going to the class so lately I have stopped, I had dengue for example so I was told to cut down on
physical activities, so I did. But I did take up the breathing part which doesn’t require physical activity. So, I think when I want to or I feel the need of doing it I will do it.

How important to you would consider these factors to your destressing experience?
1. Price last
2. Convenience last
3. Time investment needed 2
4. Health benefits 1
5. My peer group does it 3
6. Effectiveness 1
7. Continued progress or improvement 4
8. Any other? (Ask them to specify) Person facilitating it, I prefer to learn from people. There are various self-taught people also. So, I watch videos I learn from that.

If a device existed that could measure your level of stress after every session objectively, would you consider using it?
No, I don’t think so. I think that would be really stressful because imagine If I’m feeling stressed and I wear it and it doesn’t validate what I thought. I’ll question myself so that would be
weird. I think I should be able to figure out the stress I have myself

What aspects or features would this product need to have? (Mention convenience, efficacy, quantifiable)
Super Cheap because I can’t imagine wanting to use it. I don’t see the use for myself, I see it more like a B2B thing and that too for a 1-time use. So, if you use and once it’s established
 Exhibit 6: Primary interview transcript: Meditation 1/2
Hello, I’d like to talk to you about your preferred method of destressing. Please tell me your name, and your current employment/education?
Medititation. Tanya Gupta, Fashion Designer, 23.

How often do you do this? How long do you spend each time? What are some of the factors of this method that attracted you to it in the first place?
(If they don’t mention efficacy, bring it up. If they don’t mention continued improvement/progress bring it up)
Daily. Ideally should spend as many minutes as your age, so if you’re 20, spend 20 minutes on it. What is meditation? The ability to be able to quiet
your mind, to reduce the number of thoughts in your brain. Statistics say that the brain has around 20,000 thoughts per minute and most of them we
are not even aware of. Meditation helps lessen he frequency of every new thought entering the brain, increasing the gap between 2 successive
thoughts. It is extremely effective, makes you focused, health benefits (physical, mental, emotional). Also, comes with practice. Provides continuous
improvement, even 5% improvement is good improvement.

How did you find out about this? (Friends/Family/Internet etc) Any other influences?
My motherput me in a meditation centre nearby where I’ve been mediating since I was a child. She also meditates with me.

Do you feel like you’re destressed every time you engage in this activity? Why?/Why not?
Yes, as said earlier, even 5%, 30% improvement is sufficient. There is always a feeling of de-stress after a session. It always

Please describe a time when it didn’t work. What do you think were some of the reasons for this? (Dig deeper here, very important part)
Only during heavy stress or internal turmoil, or maybe external disturbances that prevent concentration, this is ineffective.

Describe “destressed”
Feeling light, quiet, elated, peaceful, more focused.

If you could describe your mental state after a session which of these bests describes it?
1. It feels like the world has receded and everything is quiet
2. It feels like there’s a song in my mind
3. It feels like I was surrounded by noise but now my internal radio has “tuned”

.
 Exhibit 6: Primary interview transcript: Meditation 2/2
How do you track progress? If you feel like you’re not really destressed after a few sessions in a row, would that cause you to give up or try
something else?

What do you think are some factors that might make you stop the activity?
Only after I have achieved a state of zero thoughts or thoughtlessness will I stop meditating.

How important to you would consider these factors to your destressing experience?
1. Price 2
2. Convenience 5
3. Time investment needed 4
4. Health benefits 4
5. My peer group does it 3
6. Effectiveness 4
7. Continued progress or improvement 3
8. Any other? (Ask them to specify)

If a device existed that could measure your level of stress after every session objectively, would you consider using it?
No, but under a context of continued motivation, might consider using it. if it can establish effectiveness of a certain mechanism, yes.

What aspects or features would this product need to have? (Mention convenience, efficacy, quantifiable)
Simple, no rocket science, something as simple as numbers that show stress going from 10 to 8 is enough.

Do you have any further questions or suggestions?

A technology that measures stress via heartbeats is already in place, before making a device, you can check that out. Also, some people use
sleeping as a de-stressing activity, so a clear definition of destressing needs to be in place for people to be able to fruitfully utilize the benefits of
this product.

Also, if you need contacts for people for whom meditation did not work, she has more contacts and can connect us to them