In May 2022, I was tasked with conducting ethnographic research focused on the “US Allergy Sufferer”
GOALS
Over the course of two weeks we unearthed insights to inform new product development and communication ideas to reach these consumers
METHODOLOGY
12 Households participated
Interviews 2.5 hours long, including home tour of allergy and health related items
About half included multiple family members
Pre-Interview Digital Diary Homework, 3 days covering what they do to help with allergies
Split MA suburban and semi-rural areas and NY/NJ suburban and urban areas
WHAT WE LEARNED
People who suffer from allergies often have to put their life on hold, missing out when it comes to friends and family. Suffering from allergies is a highly emotional experience.
Our research uncovered a need to change the narrative around air purifiers. Air purifiers need to become culturally more front and center, a preference and an assumption in terms of allergies vs. afterthought.
We found that there is an opportunity to look beyond the home for certain air/purification products and that aesthetics matter to the consumers. There is a desire for air purifiers to be surprisingly beautiful, a welcome addition to the home decor.
