Samsung: Green behaviours ethnography
Ethnography, personas, collaborative workshop
Brief
Help the internal research team understand the attitudes of consumers towards the environment and the thinking behind what they do (or don’t do) to reduce their ecological footprint.
Outcomes
Senior management from the head office in Korea gained a much better understanding of green behaviours of UK consumers, thanks to a collaborative workshop where they were introduced to the personas we defined, and came up with interesting ideas by focusing on one type of customer at a time.
Key challenge
Reveal customers' real behaviours and their motivation drivers, rather than the ones they think and say they have.
What I did
- Conducted home visits
- Interviewed participants using natural conversations with visual note-taking
- Took pictures of relevant artefacts
- Analysed the data to identify how behaviours and attitudes were grouped among participants
- Created of a report and personas
- Presented to senior executives from the client’s team.
Visual notes as a conversation support and record
Sorting exercise as a discussion support around specific behaviours
Grouping participants on behavioural scales
Finished personas deliverable to communicate the insights
We discussed using reusable objects rather than single use.
We looked into participants’ fridges to explore their statement about buying organics.
Participant collecting shopping bags to reuse them as bin liners.
A participant showing me his garden compost bin for food waste.