Immersive depth to understand the world of interior decoration
In the first phase, we tasked 220 Asda shoppers to share their homes and interior design aspirations using our ethnographic smartphone app, LifeStream. Photographing their homes and answering open-ended questions, this stage gave us the breadth to map norms and extremes. We collected over 4,500 photographs and documented 1286 rooms! Participants narrated these tours, describing their approach, picking favourite objects, identifying things they wanted to change and exploring their personal sense of style. This mixture of visual evidence and self-reflexivity gave us a strong basis for developing our typologies.
From here we began to hypothesise typologies to explore in depth as we moved in-home. We visited 20 Asda shoppers to profile them in ethnographic depth. We explored their homes, the extent of their interior design ambitions, sources of inspiration, and the practical barriers that inhibited their vision.
Finally, quantitative research validated the typologies, identifying the size of each segment and importance to Asda.