Ethnography is the branch of anthropology that involves the understanding of how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, we visit consumers in their homes and offices to observe and listen in a non-directed way. Our goal is to see people’s behavior on their terms, not ours. It enlightens us about the context in which consumers would use a new product and the meaning that product might hold in their lives.
In this project, we use ethnographic research to uncover the universal and strongest motivations of Chinese Millennials keeping belongings and identify new opportunities for consumer products.
PROJECT TYPE:
SYSTEM DESIGN RESEARCH
PROJECT ROLE:
INDIVIDUAL
YEAR:
2020
SKILLS:
ETHNOGRAPHIC RESEARCH
CONSUMER PRODUCTS
INSIGHTS & OPPOTUNITUNITIES
A WORLD OF HYPER-CONSUMPTION
Chinese consumers’ values and behaviors are changing due to greater disposable income and higher consumer confidence levels. They’re investing in more expensive, higher-quality items: one-fifth of respondents reported trading up to a more expensive brand. Millennial consumers are the driving force of China’s growth: by 2020, their share of the region’s total consumption is projected to be 53%. It is important for businesses and designers to understand the motivations for having the stuff they have and the connection with their belongings.
ARE THERE UNIVERSAL CONNECTIONS TO OUR BELONGS?
THE NEED FOR KEEPING BELONGINGS IS DYNAMICS
Belongings can be categorized into different needs (self-fulfillment needs, psychological needs, and basic needs), and each belonging can belong to one or multiple needs. Even the same belonging will fulfill different needs in different scenes. The process is dynamic.
In addition, belongings could be either differentiated by their utilization or emotional purposes. Also, it will transform from utilitarian into essential or emotional into treasure.
GIVING MEANING IS A SUBJECTIVE ACTIVITY
Interviewees frequently described their possessions about their value, uniqueness, and irreplaceability. When digging into the true reason, we discovered the essence and people’s interaction of giving meaning to the products. This process is subjective.
In additions, in marketing, value migration is the shifting of value-creating forces. Value migrates from outmoded business models to business designs that are better able to satisfy customers’ priorities. Marketing strategy is the art of creating value for the customer. This can only be done by offering a product or service that corresponds to customer needs. In a fast changing business environment, the factors that determine value are constantly changing.
PERSONAL IDENTITY
Self-image is the external expression of the true self, and true self is the reason for the formation of self-image. When such a product alters a consumer’s self-image, it becomes more valuable.
RELATIONSHIP
People need products to express their feelings through love, care, and romantic and platonic relationships. On top of that, people realize these are feelings through belongings they own, which establishes the connection between people and possessions. The stronger the bond is, the products become more valuable.
Selected insights and opportunities below are some options to create products and services that consider a deeper understanding of acquiring and keeping belongings.
Polaroid Photo: The randomness and imperfection create an expressive design more human and real.
HWM… taking advantage of randomly and in-perfect in the design process?
Polishing Nail: People sometimes need a moment to escape from the busy life and make them feel like a real human and not a robot.
HMW… captures the essence of the feelings of escaping from busy urban life and feeling like an actual human in a product?
Luxury Bag: People are always interested in the product that seems only designed for them.
HMW… design a story to make customers feel the product is unique and special?
Fiction with non-perfect Protagonist: People appreciate the product, show empathy, and feel understood and accompanied.
HMW… captures the essence of the feelings and takes advantage of empathy and familiarity in the design process?
Made in China stickers: Chinese millennials are interested in new Chinese culture and proud of it.
HMW integrated Chinese culture into design/replicate this connection in the design of a product?
