Ziba Design
How do Millenials approach caring for their green spaces relative to previous generations?
March - June 2022
Challenge
During Covid, sales in the Lawn & Garden category boomed, and competitors rose up. Our client was still the leading brand, but they were continuing to design for older generations, with a white-picket-fence way of doing things. Millennials’ family structures, home purchasing patterns, and values vary from their parents, and our client needed to understand them in order to fuel a more relevant pipeline.
Approach
Our research approach cut across a variety of avenues:
A literature review of existing research
A deep dive into emerging trends
5 interviews with expert gardeners and community leaders
16 in-home interviews across 3 US cities, each 2 hours in length
Store and neighborhood immersions while in these cities
I lead all interviews with two Zibites supporting and 1-3 clients in attendance at each.
Outcomes
We used what we learned to frame up 4 opportunity spaces by which our client and team could measure, generate, and identify user-centric ideas: products, services, packaging, marketing, and more. The “define” phase wraps in June 2022, and will head into concept design.
Industry
Consumer Packaged Goods
Team
Creative director x2
Account director
Researchers x3
Graphic designer
Project manager
Role
Leading kickoff workshop
Conducting secondary research
Managing recruitment
Writing discussion guide
Developing stimuli with graphic designer
Leading consumer + expert interviews
Analyzing + synthesizing data
Highlights
1
Going back in-person after 2 years of remote-only research (!)
2
Being inspired by participants’ environmental convictions and life lessons learned through gardening
3
Working collaboratively with other researchers at Ziba, including a trends expert, a mentee, and seasoned creative directors