To design for the consumer, you must first understand the consumer.
A major appliance company was seeking to build a deep understanding of appliance owner unmet needs in order to fuel their innovation process.
We conducted a multi-phase approach with the goal of identifying, understanding, and prioritizing consumer unmet needs. We began with in-home ethnographies and online diaries, which helped us to identify dozens of unmet needs. We then quantitatively prioritized these needs in terms of their frequency, severity and potential for differentiation. Finally, we explored the potential of a range of concepts designed to meet these needs in dial sessions and break-out qualitative groups.
The results provided strategic guidance for our client’s innovation process, and produced several ideas that showed strong consumer resonance and market potential.