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| Unmet
Product Needs / Product Development ExxonMobil Hunt |
Clients : Hunt Corporation
Home Office Ethnography  Hunt Corporation is a manufacturer and international marketer of consumer products.
Hunt's products, targeted to home, office and educational users include brands
such as BOSTON, X-ACTO and BIENFANG.Hunt was interested in expanding its shelf presence in the home office supplies and tools categories. Before Hunt could uncover new product categories, it needed to gain in-depth knowledge about how people perceive and use their home office. Context worked as a team with Hunt's design partner, Bresslergroup, a Philadelphia-based design firm. Context researchers and Bresslergroup designers went out into the field in Baltimore and Philadelphia and conducted a deep interview and observation of each participant's home office. Based on our interviews and observations, it became clear that there were three types of home office users with each type having very specific unmet needs and desires. Armed with this knowledge, Bresslergroup was able to produce product sketch concepts for Hunt which were targeted toward each type of home office user. Currently, Hunt and Bresslergroup selecting the final concepts which will become products for the home office and marketed at mass merchandisers and office stores throughout the United States. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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