Sharp in-the-moment insight to direct innovation

The Challenge:

Our client needed a deeper understanding of how consumers approach their dishwashing. They sought to uncover the benefits and frustrations of washing dishes across key moments in the journey – such as when cooking, soaking & pre-treatments, loading machines, unloading machines – and they needed to capture authentic, in-home insights into real behaviours and routines. They wanted to get closer to consumers in-the-moment, to think differently and get sharper insights, to support product innovation and fundamentally, meet ambitious growth targets.

The Solution:

We developed an immersive, collaborative approach that brought us directly into participants’ homes. By observing and engaging with consumers in real-time, during specific moments of the journey, we revealed unfiltered insights into their behaviours, preferences, and challenges. Clients joined these sessions live, gaining firsthand exposure to the realities of dishwashing habits, exploring these consumer behaviours as they were unfolding.

The Result:

This study helped us move from assumptions to a clear and real understanding of their customers’ experiences. By observing how consumers interact with their dishwashers and dishwasher products, they identified previously unknown (or misunderstood) frustrations and opportunities for improvements, to address and direct future innovations.

Armed with these insights, the client is now better equipped to design innovations that address real pain points, like enhancing ease of use and improving cleaning performance. By centralising consumers in their development process, they are positioned to create products that resonate deeply, driving greater satisfaction, loyalty, and market success. The deep consumer insight has enabled our client to take the next steps toward meeting their growth objectives and to stay ahead of competition.

Curious about how we brought this to life? We’d love to hear from you, please contact [email protected], to discuss your needs.