Young Designers '13

Diploma Project

Design Research for Establishing Product Superiority

Keywords

Consumer preference
Laundry detergents
Qualitative research
Product superiority

Student

Samina Rahman

samina.r@outlook.com

Guide

Deval Kartik

deval@nid.edu

Sponsor

Hindistan Unilever Limited

Synopsis

Using qualitative research, the objective of this project was to redesign the company’s product in the premium laundry segment to ensure it remains the first choice of consumers. It focused on identifying key parameters that influence consumer preference when buying a laundry detergent.

The research was split in two phases: in the primary phase, focus was mainly on understanding the consumers and their laundry habits. This was done through multiple home visits and in-depth interviews, which helped map certain preferences for further probe. The second phase was more focused on getting specific outcomes from samples created in the company’s research lab.