In-Context Interviews

Key Business Questions:

Understand consumers’ motivations, habits, practices, attitudes and behaviors in regards to making greener choices.

Identify gaps between the consumers’ desired experience and the current retail shopping experience in regards to making greener choices.

Our Approach:

To accomplish the research objectives, 32 in-home & in-store interviews were conducted in Atlanta and Denver.

A metaphor elicitation exercise was given to the respondents where they had to collect 3-5 items that captured their thoughts and feelings about using green products.

Interviews began at the respondents’ homes to understand their attitudes about sustainability, the natural products they use in their home and their habits and practices. The interview then shifted to the respondents’ focus retailer where the respondents’ behaviors, motivations and attitudes in regards to purchasing greener products were explored.

Business Building Outcomes:

Our client developed a fuller, richer picture of their consumers’ lifestyle, purchasing and shopping habits in regards to green products.

This deeper understanding allowed our client to better position their “green” cleaning products in their marketing communications as well as provided guidance about where to shelve their products.

Lastly, they were able to direct their retail customers’ in-store communications for green products and the ideal placement of these products to increase sales.