Unilever were looking to understand the habits of their current consumers in China for a washing detergent product. They wanted to understand the process the consumer goes through to wash their clothes, what they dislike and their response to new innovative ideas.
What We Did
- We conducted online IDI’s with females between the age of 30-50 who use the detergent powder on a regular basis
- We presented them with new innovative concepts of the product
- We provided an understanding of the process the consumer goes through to wash their clothes and their frustrations with the current product
- We provided recommendations for innovative concepts of the products which the participants liked