A consumer products company wanted to understand the practices, needs and wants around one of our basic human needs—drinking water. Their objective was to determine the market need and positioning for a modified home refrigerator with a unique method of built-in water filtration. Key questions: Who are the key targets for this product? What are the factors that drive refrigerator purchases and how are these factors prioritized? Could high quality water filtration be a leverage point for a refrigerator purchase?
Process: Ethnography (in-home and in-store), supplemented by interviews in-facility.
Phase One: Ethnography
- In-home: Observed usage and storage of drinking water (bottled, filtered) in the home
- In-store: Conducted interviews with refrigerator purchasers in retail outlets to understand their decision making process and hierarchy of criteria when making this large, important household purchase.
Phase Two: Purchase decision Fieldwork
- Explored reactions to client’s prototype product to understand how well it answered unmet needs
- Used validation scenarios to confirm decision criteria
- Test impact of various messaging options