Study the Consumer Job-to-be-Done to Spark Product Innovation - Seite 2

Some consumer behaviors we study include: How often is the sink running? How long do the dishes sit there? How many dishes are washed by hand? What temperature is the water? How much water is used? How many dishes are put into the dishwasher?

These questions and more enable a better understanding of behaviors that use water and energy in the kitchen.

2. Understand how people feel about the task to get to the root of their behavior.

Washing dishes is a chore and typically people want it done fast and conveniently. Many busy people state that they feel overwhelmed by the sight of a full sink of dirty dishes. People then adopt compensating behaviors that they think will help them get the job done more efficiently. Some examples:

• Keeping the faucet running in order to save time, resulting in significant water and energy use;
• Soaking dishes to shave off time scrubbing;
• Cleaning dishes on an ongoing basis to prevent stuck-on messes versus doing them all at the end;
• Increasing the water temperature to help dishes dry faster, resulting in increased energy use; and,
• Washing dishes before loading them because they don't believe the dishwasher will get them clean, resulting in wasted water and energy.

Understanding the why behind the actions - in this case a desire for efficiency combined with a distrust of dishwashers - gives R&D teams ideas for new solutions that foster more sustainable habits.

3. Leverage insights to design products for performance for people and planet.

With an understanding of people's behaviors and the motivation behind them, P&G can then design products to help shift habits while delivering against the job to be done. In this case, the job is fast and effective dish cleaning that avoids resource intensive compensating behaviors.

Through a study of dishwashing habits and the water and energy used, P&G R&D determined that dishwashers should be the preferred choice to reduce environmental impact during the product use phase. All it takes is eight dishes washed by hand to use the same amount of water and energy that a dishwasher uses. Using a dishwasher, people can save 100 gallons a week.

By understanding consumer barriers to dishwasher usage, P&G R&D teams optimized the chemistry in Cascade Platinum Plus dishwashing pods to clean dishes better and eliminate the need for pre-washing or re-washing. The solution conserves resources and helps save time by avoiding soaking or pre-rinsing - people scrape the dish off and immediately load it in.

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Morgan Stanley

 

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