REIGNITING THE FUN
DIRECTOR OF CONSUMER STRATEGY, METHOD HOME
IT STARTS WITH A VISION Method, the eco-cleaning products company, is most known for its iconic teardrop shaped hand soap in beautiful colors, found sink-side in high-end restaurants and homes. But since the company launched over a decade ago, mass and premium competitors alike had caught up by using design, color and elevated fragrances (think: lavender and mint). As the in-house Director of Consumer Strategy, I designed and executed a methodology for research and strategy that would guide the team to envision its future in the hand care category.
TALK TO THE HAND After a competitive and inspirational immersion, we set off on a consumer deep-dive, combining a quantitative study with in-home ethnographies and shop-alongs to create a holistic picture of consumers’ priorities for hand care. We chatted in their homes and as they shopped for hand wash to get a glimpse of what they found most compelling in this complex category, which is halfway between personal care and cleaning products. From these ethnographies, we developed some generative consumer archetypes that helped get us in the minds of the varied landscape of hand care consumers.
BRING BACK THE FUN This consumer research helped us realize that over the years, as the brand and the green category have grown, Method had evolved from the “fun” hand wash and to a better basic. In order to get back to the company’s original breakthrough vision, we developed a strategy for the company’s hand and personal care business that reignited the fun to bring something surprising to the consumer.
(Photo credit: Method)