Ethno-sightsSM
Tool Approach: Video In-Home
Industry: Household Goods
Client: Furniture Care Provider
Situation
The brand just had a challenging year due to heavy competitive activity, pantry loading and cannibalization. Lower medial spending levels had contributed to significant sales declines. Slow product use-up further exacerbated the issue.
Objectives
- To understand how attitudes and dusting/furniture care behaviors differ between heavy/light users.
- To identify why heavy users choose the product more frequently than light users.
- To understand what, if anything, are obstacles limiting usage of the product.
Methodology
We conducted a series of video in-home ethnographies. The participants videotaped themselves and their cleaning behavior over several weeks. We then met with each participant to review their behavior to better understand their attitudes concerning product usage.
Through
these in-homes, it was identified that:
- Brand equity appeared to be limiting how/when the product was being used
- Heavy users used the product on a variety of surfaces and typically cared about the quality of the clean
- Light users cared more about the speed of the clean
- Brand advertising needed to be modified to communicate the alternative uses for the product
- A new messaging strategy was needed for the light users to increase product usage
