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Guide
Sponsor
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.