Step out of conference rooms and into the lives of the people you serve. This approach uncovers the underlying motivations, unmet needs, and day-to-day realities that shape real-
world choices. By connecting with people empathetically, oftentimes in their natural environment, we uncover the factors that shape their mindset and choices. Whether you're entering a new market, developing profiles, or looking for breakthrough insights, exploratory immersion provides the human understanding needed to make strategic decisions with confidence.
A leading home essentials company recognized a critical gap in its consumer understanding: they needed to see their audience not merely as purchasers of cleaning products, but as whole people - with routines, motivations and emotional drivers. The challenge was to uncover how cleaning truly fit into consumers’ lives in order to reveal the deeper motivations, feelings and everyday realities behind the behavior. The goal was to translate these human truths into brand positioning and messaging that would forge authentic emotional connections.
To bring the human side of cleaning to life, we conducted exploratory immersion research, inviting client and agency teams into consumers’ homes. This approach enables a firsthand look at the sensory, emotional and practical dimensions of real-world cleaning behavior.
The research revealed that cleaning is a multi-sensory experience, delivering satisfaction through visible results, refreshing scents and the emotional uplift of accomplishing small, daily wins.
A facilitated Synthesis Session helped translate these observations into actionable insights. We uncovered key emotional drivers, such as the desire for progress over perfection, the value of convenience without compromise and the importance of feeling in control of one’s environment. These insights directly shaped a new brand positioning and messaging strategy - rooted in authentic, everyday moments and aligned with consumers’ deeper needs and aspirations.
