Cleaning above the floor

Vileda assigned HYVE to carry out an analysis of online communities dealing with cleaning activities via the NetnographyInsights© approach. Vileda was interested in finding out how consumers discuss “cleaning above the floor”, thus, cleaning of surfaces, different household items, furniture and even dishes. Through the analysis of Spanish, English and French online communities, we were able to gain insight into the different cleaning routines of consumers, including the products they use, their problems and solutions, and their expectations concerning new cleaning products. In addition, our netnographic approach delivered important country differences. The extracted Consumer Insights inspired Vileda employees to develop new cleaning concepts and products in an ideation workshop.

Vileda assigned HYVE to carry out an analysis of online communities dealing with cleaning activities via the NetnographyInsights© approach.  Vileda was interested in finding out how consumers discuss “cleaning above the floor”, thus, cleaning of surfaces, different household items, furniture and even dishes. Through the analysis of Spanish, English and French online communities, we were able to gain insight into the different cleaning routines of consumers, including the products they use, their problems and solutions, and their expectations concerning new cleaning products. In addition, our netnographic approach delivered important country differences. The extracted Consumer Insights inspired Vileda employees to develop new cleaning concepts and products in an ideation workshop.

client:

Vileda (Freudenberg Household Products)

product:

Netnography on cleaning above the floor

 

 

© 2011 HYVE AG   Imprint
SHARE:
| |

Dr. Anne Grünhagen, Molkerei Alois Müller

„Müller stands for milk. We, from the innovation team wanted to find out more about milk:
What does the consumer relate to milk-drinking? How, when and why is milk consumed? And last but not least: How does the modern way of milk-drinking look like? We obtained exciting answers to even more questions.
Netnography as an innovative market-research tool delivered much more than just insights: In an idea-workshop, together with identified lead-users, we collected and constructed amazing product ideas.”