Goes beyond a look inside the home to understand the consumer’s life, where she spends time, what touchpoints she encounters along the way, her environment, her trip to work, her favourite hang-outs and market visits among others. Can include B2B scheduled interviews (e.g. hairdresser, dressmaker, restaurant owner) that can help build a picture of her life for deep understanding first and foremost of the consumer as a person.
Advantages
- Opens the door for a deeper look at the influences in her life, sources of her day to day joys, frustrations and aspirations.
- Facilitates truly inspired thinking to facilitate the discovery process.
- Provides a look inside the true laboratory of life where emotional, not only functional, realities and inspiration can be observed and captured.
Applications
- Seeking deep consumer understanding and opportunity gap identification.
- Requiring fresh, new thinking by exploring unarticulated / unconscious life influences and needs.
- Market understanding.
Process
- Observation plays a key role involving the client in first hand learning.
- Opportunity to collect pictures, videos and product samples from market .
- Scheduled in-home and in-market interviews build rounded picture of her life
- Diary placement could also be adopted.