PZ Cussons and Dyson to use video research

Imperial Leather manufacturer PZ Cussons and electrical goods company Dyson are setting up video cameras inside consumers’ homes to capture their daily washing and cleaning routines in an attempt to research new product development. The exercise is also aimed at introducing consumers to the range of products produced by the companies.

The project is part of a programme being run by a research company Everyday Lives, headed by Siamack Salari. He has previously done a similar video research programme for Procter & Gamble (P&G) (MW May 31, 2001).

It is believed that another household goods company has appointed Salari to research the everyday routines of consumers to influence its approach to product design, packaging and advertising.

Salari says: “This is a pilot scheme and is different to what we did with P&G. This project not only has access to people’s kitchens or bathrooms, but can also get in touch with households directly to ask what people were thinking when using certain products or brands.” He adds that seeing how consumers use new products helps Cussons and Dyson’s research.

Salari was head of DDB London’s behavioural research arm, Culture Lab, which is believed to have pioneered video marketing research programmes in 1998.

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