THE CHALLENGE

An international household products brand was looking to innovate in the cleaning products category. The brand needed to have an overview of cleaning behaviours and habits in Japan as well as unmet needs and pain points to chart opportunity territories.

THE APPROACH

In digital diaries, respondents filmed their daily cleaning routines, pet peeves and hacks. This also provided an overview of the cleaning product arsenal as well as their likes and dislikes. In focus group interviews, we went on to explore and build on various idea prompts to ideate on cleaning products that could deliver efficiency and delight to their daily chores.

THE OUTCOME

The study uncovered cleaning needs that were specific to Japanese culture, climate and housing environment. The insights provided the brand useful leads to guide product innovation and development.

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