Understand life at home post-pandemic to inform new offerings.
PROJECT CONTEXT
Our client, a contract & residential furniture manufacturer, was increasing its focus to support its growing home furnishing brands. They wanted to understand changing user needs at home from many cultural contexts to inform their product, marketing & strategy work.
CLIENT TESTIMONIAL
The Khoj Lab team did amazing work partnering with us on an extensive global study of life at home. Their guidance & execution of the work was top-notch and I enjoyed working with every team member. Their combination of diverse skills made Khoj Lab a one-stop-shop for our evolving needs.
Their enthusiasm kept us motivated throughout the long-term project while their diligence helped us keep thousands of qualitative data points organized & accessible. They helped us build meaningful frameworks for spatial typologies that will having a lasting impact on our business. Their efficiency in workshop design & facilitation gave us the confidence to engage stakeholders across the organization and be catalysts for change. Khoj Lab’s Design thinking expertise is legendary, their persistent drive is inspiring, and their project management guidance is a gift.
The project was a massive undertaking in scale and the first of its kind at our organization. I can confidently say the project would not have been such as success without the help of the Khoj Lab team. I’m so thankful they were by my side throughout the process and for all I’ve learned from them along the way.
- Senior Design Strategist, Client Organization
client Challenge
How can people’s home better fit their changing needs across multiple cultures, life-stages & behaviors?
PROJECT SET UP
Client
A fortune 500 furniture manufacturer
Industry
Manufacturing
Time-frame
9 Months
Khoj Lab Team
Design Strategist
Design Researcher
Communication Designer
Client Team
Senior Design Strategist,
Workplace Strategist, Senior Product Researcher, Senior Marketing Strategist
Services Provided
Design Research
Leadership Interviews
Data Analysis & Synthesis
Workshop Design
METHODS USED
Analysis & Synthesis
Co-creation Session
40
hrs
Primary Research
15
hrs
Leadership Interviews
Intense analysis session deconstructing life stages that impact homelife choices
KHOJLAB APPROACH
A rigorous ethnographic study across seven countries followed by stakeholder workshops
We used a digital ethnography tool, which allowed us to collect data from participants across seven countries. We had around 100 participants. We first did a pre-screener & recruited people from these countries, based on a certain set criteria. We invited them on an online platform where they did a one week journal. They document their activities related to life at home, and give us a home tour. We also had them answer questions around their preferences, purchasing choices, latest purchase decisions & asked questions about it. We also did a follow up interview with selected participants.
By selecting a few follow-up participants from each country like three participants, really helped understand how their relationship with their home has changed and evolved over time. So we had insights not only of their current state, but also of a variety of life stages. Some were just first time home-buyers, some of them were mature people & some retired. Hence, we could understand how they evolved over time and what kind of decisions were forced upon them, and why they made such decisions.
Digital Ethnography Platform showing user collected data
Impact/Outcome
A user-centered shift in organization’s product, marketing & strategic decisions
The resulting framework created a major shift in the organization’s mindset and strategy. They were able to use this framework to create
A continuous regional share of insights with global stakeholders in the company.
Framework development to leverage insights from a huge database that informed many home-based product, marketing & strategic decisions.
Multiple facilitation workshops in the organization to immerse and generate opportunities to explore new ideas to grow the business.
We covered seven geographies around the world for this research
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