The brief We studied information and content consumption behavior amongst rural inhabitants to help developers adapt its search experience to the ‘Next Billion Users’ - people who have recently or are only about to come online Our approach A mix of self-ethnographic diaries and in-home interviews, culminating in a week long rural immersion and sprint with both developers and marketing managers Outcome Insights informed the development of Google Go, a search application adapted to the less digitally literate, launched in India and Indonesia.