A large, global FMCG company wanted a first-hand view of West African women’s laundry processes.

This study was designed to help understand the use of laundry powders and bars in West Africa.

More than that – the client team wanted to experience the hand washing laundry process as the women do – from collecting water and setting up the laundry area, through to cleaning, hanging, and disposing water.

Some of the Objectives

• Truly experience the laundry process from the eyes of the woman
• Observe any differing behaviours and laundry environments between individual women, as well as between the three countries
• Analyse video for products, tools, or messaging to improve the process for women
• Experience women’s attitudes and mindsets in the moment