Understand life at home post-pandemic to inform new offerings
project context
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 challenge
How can people’s home better fit their changing needs across multiple cultures, life stages & behaviors?
Project Scope
Type of Engagement
Foundational Research
Time-frame
9 months
15 hrs
Leadership interviews
60 hrs
Primary Research
-
Leadership Interviews
Online dairies
Remote Interviews
Home tour videos -
Khoj Lab Team
Design Strategist
Design Researcher
Communication Designer
Workshop FacilitatorClient Team
Senior Design Strategist
Workplace Strategist
Senior Product Researcher
Senior Marketing Strategist -
Design Methods Used:
Segmentation
User Journey Mapping
Prioritization Matrix
Opportunity WorkshopResearch Methods:
Remote Interviews
Online Dairies
Home toursCommunication Methods Used:
Diagrams & Visualizations
Journey Maps
Virtual Workshops
Frameworks
client testimonial
“The Khoj Lab team did amazing work partnering with us on an extensive global study of life at home. 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 and accessible. They helped us build meaningful frameworks for spatial typologies that will have a lasting impact on our business. Their workshop design and facilitation efficiency 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 a 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.”
KHOJLAB APPROACH
A rigorous ethnographic study across seven countries followed by stakeholder workshops
Leveraging a digital ethnography platform, we engaged approximately 100 participants across seven countries to gain deep, real-world insights into consumer behavior at home. Participants completed a week-long online journal, sharing their daily routines, home environments, and purchasing decisions. Follow-up interviews with select individuals from each market allowed us to track how needs and motivations shift across life stages, from first-time buyers to retirees. This approach provided actionable intelligence on evolving customer preferences and key drivers behind their decisions, informing strategic business opportunities.
IMPACT/OUTCOME
A user-centered shift in an organization’s product, marketing & strategic decisions
The resulting framework drove a significant transformation in the organization’s mindset and strategic direction. It enabled the company to continuously share regional insights with global stakeholders, leverage a robust database to inform product, marketing, and strategic decisions for home-based offerings, and conduct multiple facilitation workshops. These workshops immersed teams in the insights and sparked new opportunities for business growth and innovation.
