Understanding US Bathroom Habits for Asian E-commerce Giant
The core of successful product innovation is rooted in a deep understanding of user behavior. That's exactly what we aimed to explore in our latest project. The project had a timeline of 3 months that included research planning, data collecting, and reporting.
Purpose & Objective
While US homes exhibit diversity in terms of space utilization, one particular area remained less explored: the bathroom. Our task was to shed light on the intricacies of how individuals in the US engage with their bathroom spaces. Armed with this knowledge, our client—an established e-commerce giant from Asia—hoped to refine and expand their product offerings.
Team Dynamics
The research was undertaken by a trio of Mandarin-speaking researchers based in the US. Though I took the reins in crafting the research plan, it was a collaborative effort from the get-go, with my colleague supporting the recruitment and participant screening.
Research Approach
While surveys and online interviews are conventional, we opted for an intimate method: in-home visits. This unique approach enabled us to interview participants in the very environment we sought to understand. Spanning three cities, we interviewed six participants, employing in-depth conversations coupled with contextual inquiries.
Recruitment & Protocol
Participant selection was an intricate process. We meticulously designed screening questions, balancing critical demographic factors and supplementary survey questions. Potential participants underwent video calls, which served a dual purpose: ensuring they were comfortable with in-home visits and establishing mutual trust. We achieved a balanced cohort, representing diverse age groups, races, family structures, and housing types.
Insights & Outcomes
Our research unearthed two main areas of interest:
Diversity in Bathroom Users: The client’s initial personas, predominantly luxurious and single-dimensional, vastly differed from the rich tapestry of users we encountered. Through our observations, the narrative shifted from singular white men in luxurious settings to a mosaic of varied users with distinct needs.
Bathroom Renovation Considerations: Another aspect we delved into was the factors homeowners consider during bathroom renovations. Our findings showcased common trends and preferences. Moreover, understanding the dynamics of shared bathroom spaces provided a clearer understanding of user challenges and potential solutions.
Closing Thoughts
This research was more than just an exploration of bathroom habits; it was a window into the diverse lifestyles of Americans. The insights garnered not only have the potential to inspire product innovations but also to refine the very personas companies use to understand their target audience.
