Home Appliance and Electronics

Kitchen appliances
Marketplace / Audience
Consumer
Research technique Qualitative
Project objective To understand how people use their kitchen appliances and home electronics.  To learn how familiar they were with certain features, applications and technologies and why they did or did not use them.
Method of data collection Ethnography
Target audience – respondent Multiple targets including:
• Retail sales people working in appliance/electronic departments of big box and department stores.
• Consumers owning appliances and electronics in their home with specific features and applications.
Geography USA – Multicity
Challenges we successfully met • Participants were given homework to complete in advance of the in-home interview which included diaries and photos – all of which needed to be collected, reviewed and cataloged.
• Finding people who owned appliances and electronics with rare and specific feature sets.