Create: Laundry


Developer Groups were run with two separate panels of women in Thailand.  As well as interacting in the online group environment, respondents recorded diaries and completed washing tasks throughout the course of the week

Over the five days the appeal, believability and likely usage of several new concepts were established, and ways of describing both the technology options and products in general were explored in detail – leading to an execution that gradually evolved to arrive a point that was highly motivating for Thai consumers.  Several options were also eliminated over the five day period.


Through the use of the Developer Group approach our client was able to go from a very raw initial idea, through to a focused set of ideas on which to focus product development in a short period of time.

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