Ethnographic Market Research
After months of conducting traditional focus groups in the laundry care category, a major manufacturer of home care products was looking for additional insight in order to kickstart a new product development initiative.
Doyle Research conducted a series of forty in-home interviews, in two markets. During the course of each interview, women were observed throughout the entire laundering process—gathering the clothes, sorting them, making decisions about which products to use, and drying and folding them. Insights were gained that had never surfaced in traditional research because of the opportunity to look, listen and learn about the small but telling details that can be forgotten in a controlled research environment.
The research resulted not only in a number of new product ideas that were developed for further testing, but also in a change in R&D’s product testing process—an unexpected outcome of the research.