Disruptive Innovation in Home Care for the BoP
Unilever has identified breakthrough innovation opportunities in product mixes, packaging and business models as the way to drive the next growth driver for the company, by converting non-users of branded home care products to active users of the same.
Quicksand was commissioned by Unilever to develop opportunities for household care products targeted at the base of the pyramid, in India, China and Nigeria. Our efforts to address the unmet and unsolved home care needs of these low incomes consumer segments were focused around Field Research, Ideation and Concept Generation and Co- creation of a Product Development Roadmap.
The project involved research in a few sample households in each market, in partnership with local design research firms – CIA in Nigeria and Paceth in China. This was synthesized through film narratives, user stories and insights on product use experience, household routines, day-in-the-life & supporting brand environments.
Insights from research and existing project learnings were synthesized for ideation workshops in each country that brought together various local experts who generated a set of ideas around product formulation and delivery systems.
Ideas generated were consolidated by us across markets and presented to Unilever in a workshop that reviewed and prioritized concepts that aligned with the company's goals and design considerations along with existing consumer knowledge.