Client: P&G
Project: Consumer research on Sachets
Role: Lead
Background:
A cross-business P&G effort is underway to identify new materials to significantly improve the impact on the pollution issue created by sachets, including improved recyclability and degradability. This change would be important for P&G and outside organizations but have little impact on current users. If / when materials for sachets are changed, it would be the ideal time to introduce a more delightful single use
shampoo/conditioner experience for consumers and shop-owners to drive preference vs. competition.
A significant amount of previous consumer learning has been conducted, suggesting that the current sachet design is not delightful for hair care consumers, with many opportunities at FMOT and SMOT: the ability to find/choose, ability to get all the product from the pack, ability to open and handle the sachet, and lack of “second use” applications that build consumer value.
SCOPE OF WORK
Consumer recruitment & Sign up
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8 Consumers - 4 North India & 4 South India
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4 Store owner- 2 North India & 2 South India
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Modertator & Translator set up in each location
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Research materials
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Define the Research Methodology
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Creating Conversation Guidelines
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Creating any visual materials for communication
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Pre-work
On-Field
Consumer immersions & Store immersions
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Facilitate Consumer Home Visits & Conversations
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Chaperone P&G team & Drive research
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Information capture during immersions
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Consolidation & feedback with P&G teams
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Photography & Videography enabled
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Design Thinking Workshop
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Infrastructure - Space & Materials
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Capture key insights
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Brainstorming & Ideation
Conclusion
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Collating Research Data and transferring them to P&G
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Creating High-Level Project Presentation
Off-Field
CONSUMER RECRUITMENT CRITERIA
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Bangalore
New Delhi
Sample size
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4 consumers in Delhi
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6 consumers in Bangalore
Segment
​Consumers who fall under the $2 income per day category(INR 3000-500 per month).
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Selection Criteria
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Women who take purchasing decision own their own
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They purchase and use their hair & care products coming in a flexible pouch
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Shampoo Sachets users (mandatory)
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The respondents are expressive and don't shy in from of the camera for photography and videography
CONSUMER IMMERSIONS
CONSUMER IMMERSIONS
STORE IMMERSIONS
USER PERSONA MAPPING
User 1
User 2
User 3
TEAM IN ACTION
PROTOTYPES
Multiple prototypes were made to explore different design directions. We further dwelled into the Knitty gritty of technical details. These prototypes were further presented to a larger team of P&G
TEAM THAT MADE IT HAPPEN
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