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| Marketing & Communications Deep Dive | Clients :
Philips Oral Healthcare Sonicare Experience Ethnography Philips Oral Healthcare, the makers of the Sonicare line of toothbrushes, set out to develop a richer understanding of Sonicare users and their relationship and experience with the product. The outcome of the study was a set of metrics and product benefits that Sonicare could test in clinical trials to develop marketing claims. Context designed an ethnographic study in two phases: For the first phase of the research, we used Context’s proprietary “Storybook” methodology. We had a wide sample of Sonicare loyalists document their experience with the product in pictures and metaphors to gather a 360-degree perspective on product benefits and features from the user’s perspective. Context brought all Sonicare client team members together for an interactive “Insight Session” to bring the Insights from the Sonicare Storybooks to life. Context assembled an Interim Report of findings and then designed an ethnographic program to delve deeper into a smaller sample of participant lives in Phase Two of the research. In Phase Two, Context used participant observation and in-depth interviewing techniques as well as consumer video diaries. The result was a discovery of the product’s key experience dimensions and a way to map these dimensions to the actual use. The research culminated in a Context Working Session where Philips was immersed in the data and brainstormed ideas for next steps for their marketing departments. The session was graphically recorded to facilitate discussion and provide a visual record. This process proved to be a major success as Context presented an executive level presentation to senior division heads to help them understand their product’s user experience in a new way and develop communications that will reinforce their product use and loyalty. |
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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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