1 meaningful green understanding consumers to activate green solutions in product design INTERNATIONAL HOUSEWARES SHOW | MARCH 16, 2010 HLB | meaningful green | International Housewares Show | March 16, 2010

TODAY’S OBJECTIVES // Understand how consumers make sense of “green” and its implications for meaningful product development > a case study: listening to consumers on green > an approach to meaningful design > a framework for green 2HLB | meaningful green | International Housewares Show | March 16, 2010

YOUR PRESENTER // Elizabeth de Montfort Walker DIRECTOR OF RESEARCH, HLB 3HLB | meaningful green | International Housewares Show | March 16, 2010

case study GREEN PACKAGING SOLUTIONS 4HLB | meaningful green | International Housewares Show | March 16, 2010

CASE STUDY: GREEN PACKAGING SOLUTIONS // A consumer packaged goods manufacturer was exploring new packaging solutions that held several consumer benefits, including being more environmentally friendly. They had developed a working prototype that made use of new materials. However these materials altered the traditional functionality, interactions, and aesthetics consumers had come to expect. 5HLB | meaningful green | International Housewares Show | March 16, 2010

RESEARCH APPROACH // We used two techniques to explore consumer’s experience with the prototypes. IN-HOME TESTING One group received the prototypes and were able to use them for a week. An accompanying journal allowed the participants to capture their thoughts each time they used the prototype. At the end of the week participants were invited to a debrief session. REAL-TIME REACTIONS In order to capture real-time interactions and reactions, a second group of participants were invited for one-on-one interviews and allowed to use the prototypes. 6HLB | meaningful green | International Housewares Show | March 16, 2010

THE SET UP // THE ENVIRONMENTAL BENEFITS WERE NEVER MENTIONED We waited for participants to reach their own conclusions. THE MODERATOR DID NOT PROMPT “ECO-CONCIOUSNESS” Participants were asked to rate the sustainability benefit of their prototype versus their current product. WE LISTENED AS PARTICIPANTS DEBATED THE GREEN FACTOR We followed the participant’s lead and let them tell us how they were thinking about green. 7HLB | meaningful green | International Housewares Show | March 16, 2010

INITIAL IMPRESSIONS // 8 IN-HOMESREAL TIME SUSTAINABILITY FUNCTIONALITY NOVELTY HLB | meaningful green | International Housewares Show | March 16, 2010

can i recycle this? what’s the number on the bottom? i hope it’s not a gimmick. it feels like less material. does that mean it will be less expensive? i’m just assuming it is better, but now i am not sure… is soft plastic actually better than hard plastic? GREEN CONFUSION // 9HLB | meaningful green | International Housewares Show | March 16, 2010

SUSTAINABILITY SCORES // 10HLB | meaningful green | International Housewares Show | March 16, 2010

CONSUMERS ARE PRIMED TO THINK GREEN… > The “Sustainability” benefit was not obvious at first glance > However by the end of the conversation every participant felt the prototype was more sustainable than their current product > Participants arrived at debating the sustainability issues with little to no prompting …BUT THEY DON’T HAVE A CLEAR FRAMEWORK > Lots of questions, few answers > Product qualities including functionality, durability, aesthetics, were called into question NOT GREEN, BUT GREENER or GREENWASHED > For the optimists it was an incremental improvement > For the pessimists it was a gimmick SO WHAT: KEY INSIGHTS // 11HLB | meaningful green | International Housewares Show | March 16, 2010

meaningful design HLB’S APPROACH TO PRODUCT DEVELOPMENT 12HLB | meaningful green | International Housewares Show | March 16, 2010

MEANINGFUL DESIGN // User insights are best activated when combined with clear business objectives and technological feasibility. The RIGHT opportunities and solutions for your brand CONSUMER INSIGHTS BUSINESS OBJECTIVES TECHNOLOGY FEASIBILITY 13HLB | meaningful green | International Housewares Show | March 16, 2010

CONSUMER INSIGHTS // 1 FRAME > Set clear goals for the application of the research and develop a plan that delivers the needed insights 2 GATHER > Use the right techniques to collect the needed data 3 ORGANIZE > Rigorous and disciplined analysis turns data into insights > Organized verbal and visual storytelling makes the insights compelling, memorable, and shareable 4 ACTIVATE > Use the organizing structures provided by the insights for directed ideation and innovation that takes business objectives, technical feasibility into account GETTING TO OPPORTUNITIES AND SOLUTIONS 14HLB | meaningful green | International Housewares Show | March 16, 2010

COMPLEMENTARY CONSUMER INSIGHTS: TELESCOPE AND MICROSCOPE // TELESCOPE AND MICROSCOPE > Balances the components of experience – big picture ideas with the detailed insights – to identify opportunities and provides knowledge about how to successfully deliver against them. 15HLB | meaningful green | International Housewares Show | March 16, 2010

green insights UNDERSTANDING HOW CONSUMERS MAKE SENSE OF GREEN 16HLB | meaningful green | International Housewares Show | March 16, 2010

TELESCOPE INSIGHTS: GREEN CONFUSION // TELESCOPE INSIGHTS > Where does green fit into how I evaluate a product? > What is the cost to me? > What do I need to consider? > Where can I make a meaningful impact? 17HLB | meaningful green | International Housewares Show | March 16, 2010

WHERE CAN I MAKE A MEANINGUL IMPACT?: DEFINING ENVIRONMENT // 18HLB | meaningful green | International Housewares Show | March 16, 2010

WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? how long will it last? does it meet my needs? do I enjoy the way it looks? what does it say about me? does it feel good? is it easy to use? 19HLB | meaningful green | International Housewares Show | March 16, 2010

WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? how long will it last? does it meet my needs? do I enjoy the way it looks? what does it say about me? will it be good for the environment? does it feel good? is it easy to use? 20HLB | meaningful green | International Housewares Show | March 16, 2010

WHERE DOES GREEN FIT INTO HOW I EVALUATE A PRODUCT?: REWRITING VALUE EQUATIONS // what does it cost? how long will it last? does it meet my needs? do I enjoy the way it looks? what does it say about me? will it be good for my environment? does it feel good? is it easy to use? 21HLB | meaningful green | International Housewares Show | March 16, 2010

WHAT IS THE COST TO ME?: CO-EXISTING PERCEPTIONS // $$$$ > Bottom line savings > Thrifty decisions > A luxury for the elite 22HLB | meaningful green | International Housewares Show | March 16, 2010

WHAT DO I NEED TO CONSIDER?: GROWING AWARENESS OF THE PRODUCT LIFECYCLE // 23HLB | meaningful green | International Housewares Show | March 16, 2010

MICROSCOPE INSIGHTS: GREEN CONFUSION // MICROSCOPE INSIGHTS > How can I tell if it’s green? > Should a green benefit change or alter the rest of the product? 24HLB | meaningful green | International Housewares Show | March 16, 2010

so what? HLB | meaningful green | International Housewares Show | March 16,

SO WHAT?: A FEW THINGS TO THINK ABOUT // GREEN CONFUSION > Green becomes meaningless, send clear messages > Green becomes a gimmick, avoid at all costs > Green becomes just a little bit better, we are all in this together GREEN IS AN ADDED BENEFIT > Not the central reason for being, You still have to deliver the goods GREEN DESIGN LANGUAGE > The palette is limited at best, explore beyond bamboo and citrus shades 26HLB | meaningful green | International Housewares Show | March 16, 2010

questions? HLB | meaningful green | International Housewares Show | March 16,

continue the conversation Elizabeth de Montfort Walker Director of Research, HLB HLB | meaningful green | International Housewares Show | March 16, 2010