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INNOVATION
Rethinking Innovation in a Mature Category
Home Appliances / Refrigeration
Indonesia, India, USA
In mature categories, deeper consumer understanding can reveal paths to innovation. This work uncovered culturally distinct meanings of refrigeration across Indonesia, India and the US, translating them into new product opportunities.
INNOVATION
Rethinking Innovation in a Mature Category
Home Appliances / Refrigeration
Indonesia, India, USA
In mature categories, deeper consumer understanding can reveal paths to innovation. This work uncovered culturally distinct meanings of refrigeration across Indonesia, India and the US, translating them into new product opportunities.
PROJECT GOAL
Identify culturally relevant innovation opportunities for refrigerators across Indonesia, India and the US.
APPROACH
Moved beyond traditional needs-based exploration to understand the role of refrigeration in people's lives, combining consumer understanding with local cultural context.
OUTCOME
Generated new product concepts and communication territories grounded in culturally distinct consumer needs and meanings across markets.
THE BIG WOW
Products may be global, but the roles they play in people's lives are deeply local.
The strongest innovation opportunities emerge when universal functions meet culturally specific meanings.