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meaningful green understanding consumers to activate green solutions in product design

meaningful green understanding consumers to activate green solutions in product design INTERNATIONAL HOUSEWARES SHOW | MARCH 16, 2010. TODAY’S OBJECTIVES //. Understand how consumers make sense of “green” and its implications for meaningful product development

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meaningful green understanding consumers to activate green solutions in product design

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  1. meaningful green understanding consumers to activate green solutions in product design INTERNATIONAL HOUSEWARES SHOW | MARCH 16, 2010 HLB | meaningful green | International Housewares Show | March 16, 2010

  2. TODAY’S OBJECTIVES // Understand how consumers make sense of “green” and its implications for meaningful product development > a case study: listening to consumers on green > an approach to meaningful design > a framework for green HLB | meaningful green | International Housewares Show | March 16, 2010

  3. YOUR PRESENTER // Elizabeth de Montfort Walker Director of Research, HLB HLB | meaningful green | International Housewares Show | March 16, 2010

  4. case study GREEN PACKAGING SOLUTIONS HLB | meaningful green | International Housewares Show | March 16, 2010

  5. CASE STUDY: GREEN PACKAGING SOLUTIONS // A consumer packaged goods manufacturer was exploring new packaging solutions that held several consumer benefits, including being more environmentally friendly. They had developed a working prototype that made use of new materials. However these materials altered the traditional functionality, interactions, and aesthetics consumers had come to expect. HLB | meaningful green | International Housewares Show | March 16, 2010

  6. RESEARCH APPROACH // We used two techniques to explore consumer’s experience with the prototypes. IN-HOME TESTING One group received the prototypes and were able to use them for a week. An accompanying journal allowed the participants to capture their thoughts each time they used the prototype. At the end of the week participants were invited to a debrief session. REAL-TIME REACTIONS In order to capture real-time interactions and reactions, a second group of participants were invited for one-on-one interviews and allowed to use the prototypes. HLB | meaningful green | International Housewares Show | March 16, 2010

  7. THE SET UP // THE ENVIRONMENTAL BENEFITS WERE NEVER MENTIONED We waited for participants to reach their own conclusions. THE MODERATOR DID NOT PROMPT “ECO-CONCIOUSNESS” Participants were asked to rate the sustainability benefit of their prototype versus their current product. WE LISTENED AS PARTICIPANTS DEBATED THE GREEN FACTOR We followed the participant’s lead and let them tell us how they were thinking about green. HLB | meaningful green | International Housewares Show | March 16, 2010

  8. INITIAL IMPRESSIONS // NOVELTY FUNCTIONALITY SUSTaINABILITY HLB | meaningful green | International Housewares Show | March 16, 2010

  9. GREEN CONFUSION // i’m just assuming it is better, but now i am not sure… can i recycle this? what’s the number on the bottom? is soft plastic actually better than hard plastic? i hope it’s not a gimmick. it feels like less material. does that mean it will be less expensive? HLB | meaningful green | International Housewares Show | March 16, 2010

  10. SUSTAINABILITY SCORES // HLB | meaningful green | International Housewares Show | March 16, 2010

  11. SO WHAT: KEY INSIGHTS // • CONSUMERS ARE PRIMED TO THINK GREEN… • > The “Sustainability” benefit was not obvious at first glance • > However by the end of the conversation every participant felt the prototype was more sustainable than their current product • > Participants arrived at debating the sustainability issues with little to no prompting • …BUT THEY DON’T HAVE A CLEAR FRAMEWORK • > Lots of questions, few answers • > Product qualities including functionality, durability, aesthetics, were called into question • NOT GREEN, BUT GREENER or GREENWASHED • > For the optimists it was an incremental improvement • > For the pessimists it was a gimmick HLB | meaningful green | International Housewares Show | March 16, 2010

  12. meaningful design HLB’S APPROACH TO PRODUCT DEVELOPMENT HLB | meaningful green | International Housewares Show | March 16, 2010

  13. MEANINGFUL DESIGN // TECHNOLOGY FEASIBILITY BUSINESS OBJECTIVES CONSUMER INSIGHTS The RIGHT opportunities and solutions for your brand User insights are best activated when combined with clear business objectives and technological feasibility. HLB | meaningful green | International Housewares Show | March 16, 2010

  14. Consumer insights // GETTING TO OPPORTUNITIES AND SOLUTIONS 2 GATHER > Use the right techniques to collect the needed data 3 ORGANIZE • > Rigorous and disciplined analysis turns data into insights • > Organized verbal and visual storytelling makes the insights compelling, memorable, and shareable 4 ACTIVATE > Use the organizing structures provided by the insights for directed ideation and innovation that takes business objectives, technical feasibility into account 1 FRAME > Set clear goals for the application of the research and develop a plan that delivers the needed insights HLB | meaningful green | International Housewares Show | March 16, 2010

  15. COMPLEMENTARY CONSUMER INSIGHTS: TELESCOPE AND MICROSCOPE // TELESCOPE AND MICROSCOPE > Balances the components of experience – big picture ideas with the detailed insights – to identify opportunities and provides knowledge about how to successfully deliver against them. HLB | meaningful green | International Housewares Show | March 16, 2010

  16. green insights UNDERSTANDING HOW CONSUMERS MAKE SENSE OF GREEN HLB | meaningful green | International Housewares Show | March 16, 2010

  17. TELESCOPE INSIGHTS: GREEN CONFUSION // TELESCOPE INSIGHTS > Where does green fit into how I evaluate a product? > What is the cost to me? > What do I need to consider? > Where can I make a meaningful impact? HLB | meaningful green | International Housewares Show | March 16, 2010

  18. WHERE CAN I MAKE A MEANINGUL IMPACT?: DEFINING ENVIRONMENT // HLB | meaningful green | International Housewares Show | March 16, 2010

  19. WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? what does it say about me? do I enjoy the way it looks? how long will it last? does it meet my needs? is it easy to use? does it feel good? HLB | meaningful green | International Housewares Show | March 16, 2010

  20. WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? what does it say about me? do I enjoy the way it looks? how long will it last? does it meet my needs? is it easy to use? does it feel good? will it be good for the environment? HLB | meaningful green | International Housewares Show | March 16, 2010

  21. WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? what does it say about me? do I enjoy the way it looks? how long will it last? does it meet my needs? is it easy to use? does it feel good? will it be good for my environment? HLB | meaningful green | International Housewares Show | March 16, 2010

  22. WHAT IS THE COST TO ME?: CO-EXISTING PERCEPTIONS // $ $$$ > A luxury for the elite > Bottom line savings > Thrifty decisions HLB | meaningful green | International Housewares Show | March 16, 2010

  23. WHAT DO I NEED TO CONSIDER?: GROWING AWARENESS OF THE PRODUCT LIFECYCLE // HLB | meaningful green | International Housewares Show | March 16, 2010

  24. MICROSCOPE INSIGHTS: GREEN CONFUSION // MICROSCOPE INSIGHTS > How can I tell if it’s green? > Should a green benefit change or alter the rest of the product? HLB | meaningful green | International Housewares Show | March 16, 2010

  25. so what? HLB | meaningful green | International Housewares Show | March 16, 2010

  26. SO WHAT?: A FEW THINGS TO THINK ABOUT // GREEN CONFUSION > Green becomes meaningless, send clear messages > Green becomes a gimmick, avoid at all costs > Green becomes just a little bit better, we are all in this together GREEN IS AN ADDED BENEFIT > Not the central reason for being, You still have to deliver the goods GREEN DESIGN LANGUAGE > The palette is limited at best, explore beyond bamboo and citrus shades HLB | meaningful green | International Housewares Show | March 16, 2010

  27. questions? HLB | meaningful green | International Housewares Show | March 16, 2010

  28. continue the conversation Elizabeth de Montfort Walker Director of Research, HLB 917.981.0801 ewalker@hlb.com HLB | meaningful green | International Housewares Show | March 16, 2010

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