Office furniture: The real user

Client: Office furniture manufacturer

Our client was in the need of improving their presence inside Brazil, but didn´t have enough information about the market to do just that. They approached DSR because of the challenging project and our qualitative research expertise on these situations. We came back with a proposal to conduct an in-depth ethnographic study not just on the office culture, but on the decision making process involved when companies purchase office furniture.

To meet this end, we spent a couple of months doing participant observation, scenario development and interviews inside SME and corporate offices, which provided our client with a rich description of the needs and idiosyncrasies of this special market, including those of decision makers.

A second part of the project included leveraging the research knowledge to localize their product offer and generate new product concepts.