I agree with your point. It seems insane to me to not have someone with a sharp mind and a friendly demeanor just go and travel around rural India for a couple

I agree with your point. It seems insane to me to not have someone with a sharp mind and a friendly demeanor just go and travel around rural India for a couple weeks. Hire a guide once you're there. This would be in addition to any formal trials and focus groups. I am constantly amazed at how little importance is place on general, informal acquisition of domain knowledge. You never know what tiny fact is going to be important.