Proposal
The VP of design and I had been trying to help Tupperware's leadership see the value of gathering in-person insights and how they could be translated into meaningful products that boost the bottom line. To support our argument, I pitched the idea of rewarding one of our fastest growing markets, Brazil, with some one-on-one design team attention via in depth ethnographic research.
Planning
Working with the local team, on a modest budget, we organized and led a week long contextual inquiry that covered 12 households in São Paulo, Santos and Rio de Janeiro.
Real context
We conducted in-depth contextual inquiries with Brazilians from all walks of life. They prepared meals as they normally would and described their daily routine when cooking. We also checked in with local sales force teams to get their perspective.
Meaningful insights
Upon returning home, while still working with the local market, I led the research team along with the rest of product development in synthesizing all the data we acquired into powerful insights that generated 30 culturally relevant concepts, 9 of which were slotted for production.
