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WORK

Case Studies + Snapshots

WORK

Case Studies + Project Snapshots

INCREASING CHLORINE ADOPTION IN UGANDA

How can we increase safe water access in rural Uganda?

with Evidence Action

WHO?  

Users who are hypothesized to most affect chlorine adoption behavior, and other potential influencers, across villages with a range of adoption rates.​

 

MAIN METHODS?  

97+ in-depth interviews, in-context immersions and observations throughout eastern Uganda.

A LASTING INSIGHT?  

We must turn Promoters into experts.

 

IMPACT?  

Soaring adoption rates:  from 27% and falling to 53% within three months, and 66% a year later. 

UNDERSTANDING P&G'S HAIR CARE "WHO"

How can hair care truly speak their language?

with Pantene, Head & Shoulders, Herbal Essences, and Aussie

WHO?  

Existing and potential key user targets by brand:  major hair length and condition segments + a wide range of demographics and life stages.

 

MAIN METHODS?  

79 in-depth interviews in 22 inventive ethnographic immersions, alongside 5-15 clients per brand, in Boston, Cincinnati, and Chicago.

 

A LASTING INSIGHT?  

I need to see people like me.

 

IMPACT?  

Financial turnaround:  P&G hair care's best year in a decade, after seven years of declining results. 

CASE STUDIES

A deep dive into two standout projects:

PROJECT SNAPSHOTS

A few more great questions I've helped answer:

DESIGNING FOR WOMEN OVER 55

How can a line of beauty products speak to the needs and desires of a woman trying to navigate late mid-life?

ASK ME ABOUT creative ways to simulate arthritis, weakened hand strength, and reduced vision.

THE FUTURE OF FRAGRANCE

How can we reinvent fragrance, and make it relevant across all stages of life?

ASK ME ABOUT our take on life's 11 major turning points and 3 core needs that evolve across each of these.

THE EVOLUTION OF SHAVING

How can we transform an age-old practice?

"Something must be wrong with me today. Your insights are literally making me tear up. These are the most complete, integrated, cultural, and business-relevant market observations I've ever seen."

Dave Sylvia - Senior Manager, Consumer & Market Knowledge, P&G

BUILDING BETTER WORKPLACES

How can we build an office space that helps make its workers both more productive and more fulfillfed?

ASK ME ABOUT the importance of energy management.

INTERNATIONAL INTERFACES

How do we help users get to know and troubleshoot their Scooba without a manual and across 26 languages?

ASK ME ABOUT learning styles and universal symbols.

A BETTER NIGHT'S SLEEP

How can we use cutting-edge R&D to help people get the night of sleep they need?

ASK ME ABOUT rituals that build better sleep, and how product form, packaging, and use experience fit in.

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